Why RETENTION is synonymous with SKILLSET

Why your profits, sanity, and long-term reputation depend on how well you keep the clients you already have

Let’s talk retention. Because while getting new leads is sexy and scalable, keeping your current clients is where the real profit and impact live.

Client acquisition is expensive — in time, money, and emotional energy.Conversion takes work.And most importantly? You don’t get meaningful results in two weeks.

So if you’re losing clients quickly, you’re not just burning energy — you’re burning opportunity.

Why Clients Drop Off — and What to Do About It

Here’s the truth:Clients feel the most value when they first start.

• Everything is new

• They get your full attention

• They’re making visible gains

• They’re excited

But over time, the novelty fades. They know the drills. You know their injuries. The same program runs on autopilot. And yet… they’re still paying the same amount.

If you don’t proactively increase perceived value, they’ll quietly wonder if it’s still worth it.

The Solution? Keep Evolving

Retention is about two things:

1. Continuing to deliver results

2. Continuing to demonstrate growth in value

How? Upskilling. Always.

• Learn more about their injuries, conditions, or new diagnoses (diabetes? You learn the nuances)

• Stay ahead with training styles, equipment, tech, and programming tools

• Improve your systems so clients feel supported outside the session

• Upgrade your interpersonal skills so you can set and uphold boundaries without losing clients or your cool

Want Clients to Stick Around? Make Them Curious

Clients stay when they think, “What’s she going to teach me next?”

That means:

• Creating mini skill-building arcs

• Adjusting goals seasonally

• Adding new capabilities or offerings that weren’t available to them when they first joined

Don’t be predictable. Be professionally unfolding.

Soft Skills Matter More Than You Think

Retention isn’t just about exercise science. It’s about:

• Knowing how to say “no” with empathy

• Upholding your boundaries without sounding robotic

• Making tough calls with grace and calm

Otherwise, you get steamrolled:

• Clients changing sessions last-minute without respect

• Expecting calls outside of paid time

• Demanding house calls because “you did it during lockdown”

That kind of client drift isn’t sustainable. And guess what? It’s your job to train your clients — not just their glutes, but their expectations too.

Real Example: Why I Don’t Travel to Clients Anymore

During Melbourne’s lockdown, I adapted — like we all did. I ran PT sessions in parks near clients' homes. Fine for that season. But after lockdown?

Clients wanted it to continue.

What they didn’t see:

• Travel time chewed into my peak schedule

• Weight loading/unloading ruined equipment

• Sessions became weather-dependent and logistically chaotic

The short-term yes was a long-term no.

Lesson? Don’t make exceptions you don’t want to repeat.

Retention Is Also About Reputation

One bad interaction handled poorly can cost you 10 good referrals.Let me say that again: Negative word-of-mouth spreads 10x faster than praise.

If you lose your temper, overshare, or throw your policies in a client’s face, you don’t just lose that client. You risk your name in the community.

Be kind. Be clear. Be firm. That’s a skill worth mastering.

When Clients Say, “You’re Worth More Than What I’m Paying” — You’re Winning

Retention isn't about trickery or discounts. It's about real value.

When clients feel that:

• You're growing with them

• You know their body better than anyone

• You care enough to keep learning

They stay.They refer.They rave about you.

And that kind of loyalty? You can’t buy it — but you can build it.

Want Help Dialing This In?

If you’re ready to:

• Increase retention

• Upgrade your systems

• And become the kind of trainer clients brag about…

Then reach out. I’m currently developing a new book (yep, number seven!) specifically on this. Your feedback, questions, and struggles help shape it.

Let’s make your business more profitable, more professional — and a whole lot more enjoyable to run.