We spoke with Lisa DeSico-Boyd, owner of Achieve Fitness Studio, about her success in the personal training business. Lisa increased client retention rates and grew membership by 300% in just four years.
Lisa DeSico-Boyd (above).
I’ve been a personal trainer for 27 years.
Before Achieve Fitness Studio, I managed studios for a personal training company for eight years. I helped open five studios with that company, and in the process, learned how to run a personal training facility.
Achieve Fitness Studio happened when the company was looking to sell the studio I was managing for them. I bought it and rebranded.
We’ll be fours years old next March. Since I took over the business has grown from a 900 sq. ft. training facility to 2,800 sq. ft. We offer personal training, as well as, classes and nutritional coaching.
The original studio did not offer classes and we grew when I added group classes to our schedule. Membership has grown from 140 members when I took over to 560 members today.
Word-of-mouth and the camaraderie spirit in our studio.
Our members have built relationships with one another. They encourage each other to come to class. They bond over the competitions we hold by cheering each other on, and being happy for each other’s success.
We have instructors that help members feel welcome. They introduce new clients to the class so other members can greet them.
We make time to get to know members outside of the studio. Once a month staff and members get together after class to grab food and chat.
We also hold regular competitions at the studio such as “How many sit ups can we do?” This makes the environment fun for members.
My goal is to expand the business. I acquired another personal training facility, and will open it this October.
The relationships I already have with the community will help.
The new facility is located in a neighborhood where I train clients. So a lot of people already know me in the area. I also keep in touch with former clients from my in-home personal training days, and will reach out to them.
Other strategies I find successful are email and social media marketing. I primarily use Facebook advertising, Constant Contact, Groupon and LivingSocial
I am very happy to have incorporated Perkville into the business! With our rewards program, we have noticed a change in customers’ behavior for the better.
Online booking points increased the number of members who use our app to book classes and appointments as opposed to texting staff.
The frequency bonus is motivating members to come in more often which has increased my client retention rate. Members really like the fact they can get a free personal training session after they hit a certain number of visits.
Overall, we’re seeing members come in more, try out activities, and refer their friends with Perkville.
Apparel is very popular.
So are our supplements because it gives members an opportunity to try before they buy.
We also noticed some clients are saving up their points to get a free training session or a free month of classes.
I do a mini-tutorial with all new members. When a client joins Achieve Fitness Studio, I walk them through our app which includes Perkville. I also pull up the rewards program on the computer and show them how to earn points and cash them in for perks. This helps drive awareness so members are more likely to participate.
There are three software programs I primarily use: Perkville, Constant Contact, and MINDBODY.
I like that MINDBODY integrates with Constant Constant and I can easily email different client groups such as active, inactive, and class clients. The Perkville integration with MINDBODY is great as well.