Pilates Business Podcast: Episode Summary Title: Why Clients Leave (and How to Get Them to Stay for Years!)
Host: Saran Glanfield
Release Date: March 3, 2025

Introduction

In this compelling episode of The Pilates Business Podcast, host Saran Glanfield delves deep into the critical issue of client retention within boutique Pilates studios. Recognizing that many studio owners struggle with keeping clients engaged over the long term, Saran provides actionable strategies to map and enhance the customer journey, ensuring clients not only stay but become loyal ambassadors for the business.

The Importance of Client Retention

Saran opens by emphasizing that the longevity of client relationships is foundational to sustained business growth. She asserts, "We're selling an interaction, an experience and a relationship that I'm sure many of you hope to, and I think I would encourage you to think about as that relationship is something that you probably will have for months and often even years" (02:15).

Key Points:

• Lifetime Client Value: Longer client relationships directly impact revenue growth.
• Community Building: Engaged clients contribute to a vibrant studio community, fostering referrals and a supportive environment.
• Stress Reduction: Focusing on retention reduces the constant pressure of acquiring new clients.

Understanding the Customer Journey

A central theme of the episode is the Customer Journey Map—a strategic tool that outlines each interaction a client has with the studio from initial contact to long-term loyalty.

Defining the Customer Journey Map: Saran describes it as "a visual, a strategic outline or map of the interactions that your client has with your business from the moment they meet you or become aware of you to when they become that loyal long-term client" (10:40). This map helps studio owners view their business from the client's perspective, identifying pivotal touchpoints that influence retention.

Components of an Effective Customer Journey:

1. Initial Awareness: How clients discover the studio.
2. First Visit Experience: Ensuring clients feel welcomed and valued.
3. Transition to Regular Visits: Providing clear next steps and ongoing support.
4. Long-Term Engagement: Maintaining consistent communication and delivering exceptional experiences.

Common Pitfalls in Client Retention

Saran identifies several common mistakes that lead to high client turnover:

1. Lack of Clear Next Steps:

   • Clients may enjoy their first class but lack guidance on how to continue their practice, leading to disengagement.
   • "If there’s no clear next step, they're more likely to leave and to perhaps forget to come back and never come back, even if they loved the class." (15:30)

2. Inconsistent Studio Experience:

   • Variability in client interactions can erode trust.
   • "When we have this inconsistency in a client experience, it doesn't support long-term retention." (22:10)

3. Overemphasis on Acquiring New Clients:

   • Constantly chasing new leads without nurturing existing clients creates an unsustainable business model.
   • "Without that customer journey, you might find that you're constantly thinking about how many new clients I can get in the door." (18:45)

Strategies for Enhancing Client Retention

Saran outlines a multifaceted approach to improving client retention through strategic planning and intentional design of the client experience.

1. Creating a Mapped-Out Customer Journey:

   • Utilize visual tools like pen and paper to outline each client interaction.
   • Identify key touchpoints that can be optimized to encourage continued engagement.
   • "Doing this exercise really helps to see the business from the client's perspective." (12:05)

2. Consistent and High-Quality Client Experience:

   • Ensure every client interaction meets the studio’s standards, regardless of which staff member they're engaging with.
   • "A mapped out customer journey that is intentional around the experience you want for your clients will help to ensure that every single client gets the same level of care." (25:20)

3. Streamlining the Sales Process:

   • Develop an effortless, authentic, and genuine sales process that naturally leads clients from their first visit to becoming regulars.
   • "Your sales process is effortless, it's streamlined, it's authentic, it's genuine, it's organic." (17:00)

4. Investing in Retention Over Acquisition:

   • Focus on retaining existing clients to build a solid foundation for sustainable growth.
   • "Retention in our business, in studio businesses, is where real growth happens." (20:35)

Implementing the Strategies with Thrive

Saran introduces her Thrive program, a comprehensive system designed to help studio owners implement effective retention strategies.

Features of Thrive:

• Personalized Framework: Tailored strategies to fit each studio’s unique business model.
• Step-by-Step Guidance: Detailed processes for mapping the customer journey and enhancing client interactions.
• Team Training: Equipping staff with the skills to deliver a consistent and high-quality client experience.
• Sustainable Growth Focus: Emphasizes building long-term client relationships over short-term gains.

Success Stories: Saran shares that studios participating in Thrive have experienced significant improvements in client retention, leading to increased revenue and reduced marketing stress.

• "Clients stay longer. Your business really grows without that constant, exhausting push for new leads constantly." (19:10)

Concluding Insights and Call to Action

Saran wraps up the episode by reiterating the transformative power of a well-designed customer journey. She encourages studio owners to take actionable steps towards mapping their client interactions and investing in retention strategies.

Key Takeaways:

• Intentional Design: Proactively shape the client experience to foster long-term relationships.
• Shift Focus: Balance acquisition efforts with strong retention practices.
• Sustainable Business Growth: Retention leads to financial stability and reduced operational stress.

Call to Action: Saran invites listeners to join the Thrive program for personalized support in enhancing their studio’s client retention strategies. She emphasizes the ease and effectiveness of implementing these changes with expert guidance.

• "If this episode perhaps made you wonder if this is the missing piece in your business, then I'll invite you to get a call with me and we can talk about how Thrive will be able to help you." (30:50)

Notable Quotes

• "We're selling an interaction, an experience and a relationship..." – Saran Glanfield (02:15)
• "If there’s no clear next step, they're more likely to leave..." – Saran Glanfield (15:30)
• "A mapped out customer journey that is intentional around the experience..." – Saran Glanfield (25:20)
• "Retention in our business, in studio businesses, is where real growth happens." – Saran Glanfield (20:35)
• "Clients stay longer. Your business really grows without that constant, exhausting push for new leads constantly." – Saran Glanfield (19:10)

Final Thoughts

This episode serves as a vital resource for boutique Pilates studio owners seeking to enhance client retention and build a thriving, sustainable business. By focusing on the customer journey and implementing strategic retention practices, studio owners can achieve long-term success and create a loyal community of clients who value and support their business.

For more insights and to join the Thrive program, visit spring3.com/thrive.

Disclaimer: Timestamps are illustrative and correspond to the flow of the transcript provided.