10-out-of-10 Retention: Client Check-Ins

A receptionist at a gym - keeping a 10/10 client

By Jeff Jucha, Certified Two-Brain Business Mentor

The client journey is how you deliver 10-out-of-10 service over and over again for your clients. 

In that journey, you should have regularly scheduled check-ins with your clients. We check in with our group clients every three months, our PT clients every 30 days and our nutrition clients every 14 days. This gives us lots of opportunities to please clients while increasing length of engagement (LEG) and average revenue per member per month (ARM).

In these check-ins, we ask them the standard questions that Two-Brain gyms ask in an athlete check-in:

  • Are you totally pleased with your progress so far?
  • If not, how would you like to speed up progress?

The answers to these questions can reveal a lot about your client’s recent experiences with your business.

Next, we ask:

  • When we first met, I aimed to provide you a 10-out-of-10 experience. Are you still getting that?
  • If not, what would make it a perfect 10 for you?

The answers will tell you how to go above and beyond in the next one to three months. You’ll know:

  1. Where the client would like to move faster. For example, if a client loves training with you but has not seen much weight loss, you can help through your nutrition service or habits coaching.
  2. What’s still missing in the client’s 10-out-of-10 experience. For example, making it to four workouts per week is important to the client, but the class schedule doesn’t allow it. Can we offer some one-on-one sessions or online training to supplement the group package?

The clients who have made progress toward goals while having their concerns addressed will be ready to accept your prescription even if it means adding or switching to another program at greater cost.

Repeat the 10-out-of-10 exercise as often as you like to keep polishing your relationship with clients and improving the service you provide.

Not only will you see more opportunities to help your clients over time but you’ll also retain them longer because you’re always checking in to see how well you are doing at keeping the promises you made on Day 1.

Score 10s!

To recap the process.

  • Ask your clients to describe their 10 out of 10.
  • Ask for their concerns.
  • Build plans to provide perfect 10s while addressing concerns—and deliver on those plans.
  • Regularly schedule check-ins and ask how you’ve done in helping them achieve their goals. Be sure to address the concerns that could end your relationship prematurely.

If you follow this process, your clients will get exactly what they came for, and they’ll enjoy every aspect of their experience with the most well-informed fitness professional they’ve ever met.

Other Media in This Series

“Delivering a 10-out-of-10 Experience: Your Client’s Desires”
“Delivering 10-out-of-10 Onboarding: Elite-Level Service”


One more thing!

Did you know gym owners can earn $100,000 a year with no more than 150 clients? We wrote a guide showing you exactly how.