Pilates Business Podcast

Episode: Your Classes Are Full… Then Empty Again? The Retention Problem No One Is Talking About
Host: Seran Glanfield
Date: February 2, 2026

Episode Overview

This episode addresses a common, yet often overlooked, challenge for boutique fitness studio owners: client retention. Seran Glanfield, a business and marketing strategist for studio owners, explains that while many focus on attracting new clients, real business growth and sustainability come from keeping existing clients engaged and loyal. She dives deep into why full classes can quickly become empty, what’s fueling client churn, and the actionable strategies that turn retention into the engine of a thriving studio.

Key Discussion Points & Insights

1. The Retention Dilemma in Boutique Studios

• Many studio owners are stuck on an “acquisition treadmill,” focusing their time, money, and energy on attracting new clients, only to experience cycles of full then empty classes due to poor retention (03:35).
• Chasing new clients is exhausting, leads to burnout, and makes revenue unpredictable.

  “Who wants to work for good money one week and zero the next?” — Seran Glanfield (05:31)

2. Why Retention Matters More Than Acquisition

• Existing clients are the true source of long-term revenue.
• A focus on retention leads to stability, allowing owners to take breaks and enjoy their business without fear.
• Retention is not a “win back” email—it needs to be a core growth strategy, not an afterthought.

  “Retention is not a nice to have, it’s a core growth strategy that makes every part of your business more successful.” — Seran Glanfield (04:45)

3. The Pitfalls of Chasing Only New Clients

• Over-reliance on meta ads, social media, intro offers, and discounts rarely creates lasting results.
• Retention issues often remain hidden because owners track acquisition, not how many clients stick around.

  “When I ask about retention rates, there’s either silence or a nervous laugh.” — Seran Glanfield (04:13)

4. The Real Drivers of Retention

• Good Classes Are Not Enough: In the competitive 2026 fitness market, excellent instruction is the basic entry point, not a unique selling proposition.

  “Teaching well… is sort of like a requirement, a prerequisite for success, but it’s not the only input.” — Seran Glanfield (09:20)

• Consistent Systems and Predictable Experiences: Strong retention is built on behind-the-scenes consistency—from scheduling to standards of service.
• Early Onboarding and Nurture: Retention starts the moment a potential client discovers the studio, not after their first package.

  “One of the strongest predictors of long-term retention truly is how good your brand message is at the top of the funnel.” — Seran Glanfield (13:55)

• Understanding the Evolved Client: Today’s clientele is savvy and experienced. Studios must meet them where they are, with class schedules and experiences centered on their needs, not just the owner’s preferences (16:33).

5. Key Elements in Boosting Retention

• Consistency in Scheduling: Erratic class times and frequent changes erode trust and drive clients elsewhere.
• Deep Connections and Community: Creating authentic, small moments of recognition and interaction fosters belonging, which makes clients stick around.

  “There are a lot of small, meaningful moments, these touch points, that will make clients feel seen.” — Seran Glanfield (19:13)

• Leadership Mindset: Retention isn’t random—it’s the direct result of deliberate system-building and leadership.

  “When retention is random, your revenue will be random too… when retention is strong, revenue is strong.” — Seran Glanfield (20:43)

Notable Quotes & Memorable Moments

• On the exhaustion of constant acquisition:

  “They’re constantly on this hamster wheel of trying to get new clients in the door... Yet their business feels unstable, unpredictable, and chaotic.” (02:21)

• On strategy over tactics:

  “Strategy is about planning, about bringing into play a bigger picture, a bigger intention, and strong principles behind all your actions.” (11:26)

• On the danger of inconsistency:

  “Inconsistency is truly one of the things that first breaks trust – and I don’t want you to lose clients because of that.” (17:29)

• On community and touch points:

  “You don’t have to have potlucks or parties, but small, meaningful touch points make clients feel seen.” (19:13)

Important Timestamps

• 00:00 – 02:30: Why retention—not acquisition—is the missing puzzle piece for studio growth
• 04:10: Owners struggle to track and prioritize retention
• 06:41: Risks of “the acquisition treadmill” and signs of burnout
• 09:20: Why simply having great classes is no longer enough
• 11:25: The difference between tactics and strategy in retention
• 13:54: The role of branding and early client experience in retention
• 16:33: The importance of building your class schedule around client needs
• 19:13: Everyday connection moments that stick clients to your community
• 20:43: Leadership mindset and systematizing retention for predictable revenue

Actionable Takeaways

• Stop treating retention as an afterthought. Make it a pillar of your business strategy.
• Analyze and improve consistency in everything: class schedules, client communication, and service standards.
• Begin nurturing clients and delivering value from their very first interaction—not just once they sign up.
• Foster a sense of community with authentic, small gestures to make clients feel seen and appreciated.
• Continually assess and adapt to meet the actual needs and routines of your clients, not just what’s convenient for you.
• Systematize retention so it’s deliberate and built into leadership practices—not random or left to chance.

Closing Thoughts

Seran concludes by emphasizing that mastering retention systems is what truly sets profitable, sustainable studios apart. Those who prioritize this work smarter, not harder, and enjoy more freedom and consistency—without the burnout of endless new client chasing.

“Studio owners that master retention, they’re not just working harder and harder… they’re working smarter and building systems that create consistency and connection and confidence.” — Seran Glanfield (21:44)

Interested in Seran’s approach? She invites listeners to learn more about her Thrive program for deeper guidance on building a retention-focused, scalable studio.

This summary provides a comprehensive overview and the essential insights from Seran Glanfield’s episode, ideal for studio owners wanting practical strategies for building a strong, loyal client community.