I’m going to give you one of the biggest retention secrets I know:
If you want your clients to stay longer, ask them for a referral.
That might surprise you.
Most gym owners think referrals are only about getting new clients.
But the act of bringing in a friend, spouse or coworker makes your current client more committed to your gym. It weaves them into a web of relationships that’s hard to break.
In fact, asking for referral at the right time has been proven to increase length of engagement (LEG) in gyms.
Here’s why the tactic works—and how to do it right.
Why Referrals Build Retention
When someone recommends your gym, they’re putting their reputation on the line.
Evolution wired us to want to be part of the tribe, not the outsider. So if a client brings their spouse, friend or coworker into your gym, that client feels responsible for making sure the experience is overwhelmingly positive. They sell your gym on your behalf because they don’t want to look bad.
You know this is true. I’m sure you’ve told a friend about a great restaurant, movie, hotel, hairstylist or contractor. When you made the recommendation, you felt partially responsible for the result, right?
“Wow, that new deck is spectacular. I told you he did amazing work!”
Same deal in the gym.
Once a new person joins on a referral, retention numbers improve substantially:
- A client is more likely to stay if their spouse is also training.
- Friends and coworkers reinforce each other’s commitment—“See you at the gym tonight?” and “Where were you last night?”
- Parents keep at it when their kids are in the youth program.
- And so on.
What used to be friction—“You’re late for dinner,” “You’re sweaty at work,” “Let’s pound beers and watch the game”—becomes support. When two or more people start moving in the same direction, momentum builds fast.
In short, a referral transforms family, friends and coworkers from obstacles into allies.
The Wrong Way to Do Referrals
Most gym owners get referrals wrong and miss a huge opportunity to shrink churn. Here are the biggest mistakes:
- Waiting and hoping. Clients rarely bring people in without being asked to do so.
- Bribing. Discounts and giveaways attract the wrong people and make the referral feel transactional.
- Dumping the job on the client. Your members aren’t on your sales team. It isn’t their job to close the deal.
Referrals work best when they’re proactive and very personal.
The Affinity Marketing Cheat Sheet
At Two-Brain, we use a simple tool called the Affinity Marketing Cheat Sheet to generate referrals.
Here’s how it works:
1. List your best clients—the people you’d love to clone.
2. Map their circles. For each client, note family, coworkers, friends and hobbies. Use names wherever possible. (If you can’t do this, you should spend more time getting to know the client!)
3. Prioritize by affinity: family first, then coworkers, then friends, then hobby groups. The closer the connection, the stronger the referral.
This exercise gives you a list of your next best clients: the people who already trust your best members.
How to Ask for a Referral
The best time to ask for a referral is during a Goal Review Session.
Expect to ask for referrals in about two of five sessions—but you can increase the number by telling people at intake that you will ask for a referral if things are going really well in 90 days. That sets the stage for the ask right on Day 1.
In your session, ask the client about progress. If the client says they’re happy, that’s your opening.
Here’s the script:
1. Celebrate their progress.
2. Then say: “I’ve been thinking about the best way to say thank you for being such a great client. I know you said [NAME] has been curious about fitness. What if we invited them in for a short session with the two of us?”
3. Get contact info so you can offer a two-on-one appointment. Not a free trial or a random class. Offer a low-pressure, personalized workout with the referring friend.
4. Call or message the referral with the client present. Take the initiative yourself.
“Hey [NAME], it’s [NAME] from the [GYM] sitting here with [CLIENT]. She’s just doing amazing, and we’re so proud of her. We both thought it would be great if you’d come in and do a little workout with her next Tuesday. What do you say?”
5. If the person isn’t interested? No problem. Thank the client and pivot to asking for a story or testimonial. You still win.
6. If the person is interested, confirm the slot and supply any info or forms. On the day of the session, do a short, low-impact, fun workout so everyone has a great time. Then talk to the referred person about fitness—the session has now become a No Sweat Intro.
7. Thank the referring client.
Real Examples
Use your cheat sheet to identify who’s most likely to say yes.
- Spouses: Invite the husband or wife in for a two-on-one session. Both now have a stronger reason to stay.
- Kids: Offer to host a birthday party or team windup at your gym. This is the only time we would suggest you offer a “free trial.” In this case, if kids try it and love it, they’ll sell their parents better than you ever could.
- Coworkers: Suggest a fun session together.
- Friends/hobby buddies: Solve a problem for a great client’s friend or beer-league buddy.
Key Takeaways
Remember: Referrals aren’t just for growth—they’re a retention multiplier.
Because referrals are so important, make referral generation part of your system. Be as deliberate as you are with ads, Instagram posts or sales calls.
You handle all that stuff, right? So take the lead here, too. Use names—the more specific you are, the more likely you are to get a referral. Make the call right away with the provided contact info and book the appointment yourself.
After you get a referral, simply thank and recognize your client. This is much more valuable than bribing them in the first place. “John, thanks so much for referring Sam. I got you this coffee card as a token of appreciation.”
Yes, a referral is a “+1” in the client department: You add someone just like your ideal client. But it’s also a huge retention booster. When you handle referrals the right way, they strengthen the bond between client and gym.
Don’t miss another chance to earn a referral and increase LEG. Start today.
Book a Goal Review Session, then ask, act and grow.
To talk about other ways to earn more clients and improve retention, book a call here.
