In the competitive world of fitness, client retention is the holy grail. While getting new leads and closing sales are essential, keeping the clients you already have is what sustains long-term business growth. Retention isn’t just a buzzword at Alloy Personal Training—it’s a strategic, systemized process built into the very DNA of the brand.
In a recent episode of the Alloy Personal Training Business Podcast, Rick Mayo sat down with Matt Helland to deliver a masterclass on retention. With Alloy boasting some of the highest client retention numbers in the fitness industry, this episode revealed the secret strategies to the best retention in the fitness industry is by creating long-term loyalty, building trust, and delivering a concierge-level fitness experience.
Let’s dive into the core lessons from this episode, built from over 30 years of in-the-trenches expertise.
1. Don’t Assume—Train for Clarity
One of the biggest missteps in fitness businesses is assuming your team automatically understands your value proposition.
At Alloy, that proposition is premium, concierge-style personal training for adults aged 45+. It’s not a bootcamp. It’s not a class. It’s tailored, high-touch coaching focused on real results. Yet many fitness professionals, especially younger or less experienced ones, may not immediately grasp what “premium service” actually looks like.
Matt emphasized the importance of training your team with clear examples, expectations, and behavioral modeling. Owners and directors must show what elite service looks like—how to engage clients, speak their language, and deliver consistently excellent experiences.
“Never assume,” Matt said. “It’s your job to train, remind, and reinforce.”
2. Understand Your Customer Like a Concierge
Think of Alloy as the “Ritz-Carlton meets Cheers” of fitness. High-end service meets tight-knit community. This is where retention begins—not with workouts, but with relationships. From Day One, clients should feel seen, heard, and understood. You’re not just a trainer—you’re their trusted guide. That means remembering their name, their kids’ names, their shoulder injury, and that they have a cruise coming up in six weeks.
Every interaction should feel like a white-glove experience. Whether it’s a warm greeting at the front desk, a check-in text after their first session, or a mid-week “pulse check,” each moment reinforces that you care.
3. Start Strong: The Power of the Starting Point Session
Retention begins before a client ever lifts a weight. The Alloy Starting Point Session (SPS) is the induction process where the relationship is built. It’s not a hard sales pitch—it’s a deep dive into the client’s goals, limitations, motivations, and lifestyle. Done correctly, this session builds immediate trust and allows trainers to align Alloy’s expertise with the client’s unique needs.
Matt explained that the SPS is where you set expectations. Oversell or overpromise, and you’ll fail to deliver—losing the most important currency in any business: trust.
4. Follow-Up Is Where Loyalty Begins
Signing up a client isn’t the finish line—it’s the starting point. After the Starting Point Session (SPS) and first workout, Alloy coaches and directors follow up personally with each client. This isn’t just automated emails—it’s customized messages asking, “How’s your shoulder feeling after that workout?” or “Great job on your first session! Excited to work with you.”
Why? Because the first 90 days are absolutely critical. Clients are still forming habits, and they’re not fully bought in yet. That early follow-up helps resolve issues, reinforce motivation, and make the client feel cared for. Matt calls this “courting” the client—and like any relationship, it takes intention and follow-through.
5. Run the Play—Exactly as Designed
Alloy’s programming is not random. It’s built on decades of data and designed specifically for the active adult demographic. That’s why consistency in delivery is non-negotiable. Coaches who decide to “freestyle” their workouts or throw in trendy exercises are doing a disservice. It creates inconsistency in the customer experience and can lead to perceived service loss when a coach leaves.
Stick to the plan. Every workout is built to be safe, scalable, and effective for the client. Trust the system—it works.
6. The Hidden Danger of Low Usage
At Alloy, the director’s job is to track client attendance closely. If someone starts missing sessions, it’s time to act. That means sending a personal message, setting up a quick accountability session, or having a candid conversation. Stay in tune with usage because it is important.
- The brutal truth in the fitness industry: people don’t pay for what they don’t use—especially not at premium price points.
- Usage is the #1 indicator of retention.
This isn’t micromanaging—it’s personal training. Clients hire you because they can’t or won’t do it on their own. Your job is to ensure they show up, stay engaged, and see progress.
7. Personalization Is the Product
Yes, Alloy has the workouts dialed in. But the real “product” is how those workouts are personalized. Every coach should be able to modify the workout for each client based on injuries, goals, and experience—all while still following the structured programming. It’s not enough to just show up and run a session. The workout should feel customized, even if it’s one of hundreds written in advance.
This is how you turn workouts into coaching, and coaching into long-term retention.
8. Culture Is Everything – Make It Fun
what is the last piece of the retention puzzle? Fun. Clients should genuinely enjoy being in your space. The culture of Alloy studios is upbeat, positive, and full of personal connections. Coaches know birthdays, check in on grandkids, and crack jokes while still delivering serious results.
And that culture starts from the top down. Owners, directors, and lead coaches set the tone. If they’re engaged, excited, and connected to the community, the rest of the team will follow.
The 8-Point Alloy Retention Checklist
1. Don’t Assume: Train your team explicitly on service standards.
2. Set Expectations: Use the Starting Point Session to clarify goals and align expectations.
3. Follow Up Immediately: After SPS and workouts, check in personally.
4. Follow Through: Keep your promises with accountability sessions and progress tracking.
5. Track Usage Like a Hawk: Low attendance is a red flag. Act fast.
6. Run the Play: Stay consistent with Alloy systems and programming.
7. Personalize the Experience: Apply workouts thoughtfully to each client.
8. Make It Fun: Foster connection, positivity, and joy on the floor.
Final Thoughts: Retention is a Mindset
Ultimately, retention isn’t a list of tasks—it’s a lens. It’s how you see your business.
You’re not running a gym. You’re running a people-first, trust-based, high-service brand. If you adopt that mindset—and implement the simple, proven strategies Alloy lays out—you’ll build a fitness business that clients love, trust, and stick with for years to come.
As Rick said, “If your burning desire isn’t to help people, I don’t care what vehicle you get in—you’re in the wrong industry. But if it is? This is a pretty dope vehicle.”
Ready to learn more about how Alloy builds unbeatable client retention? Visit alloyfranchise.com and explore the systems, tools, and support available for fitness entrepreneurs.
Podcast 284
Key Takeaways
- Intro (00:00)
- Never assume your team knows your value proposition (03:15)
- Explain premium service expectations clearly to staff (06:36)
- The Starting Point Session builds early trust and clarity (09:46)
- Follow up immediately after first sessions and workouts (14:39)
- The first 90 days are critical for client buy-in (16:09)
- Clients won’t pay for what they don’t use (20:49)
- “Run the play” – consistency in delivery is non-negotiable (24:21)
- Coaching personality is key for retention (29:47)
- Helping people must be your core motivation (34:30)
Rick Mayo – LinkedIn
Matt Helland – LinkedIn