How to Get Old Clients Back
Join us at the Gym of the Future Live Event on July 17th and 18th in Berkeley Heights, NJ. Charlie Weingroff, Devin Gage, Joe Hashey, and Vince on stage. https://www.vincegabriele.com/events/gym-of-the-future/
Your most valuable list isn't on Facebook. It's every person who ever paid you and left. And if you've been in business for more than a few years, that list is in the thousands.
We did the math on Gabriele Fitness. 19 years, an average of 175 members, roughly 4% monthly churn. That's thousands of people who have walked through our doors, paid us, liked what we did, and left for reasons that had nothing to do with us. If we can get half a percent of them back in a year, that's a new customer every single month at zero acquisition cost.
Tom and I break down how to build a reactivation system that runs consistently, the psychology behind why past members are embarrassed to come back, and the specific strategies that are working right now. I also share the exact letter my jiu jitsu instructor would need to write to get me to come back after quitting three times.
5 Key Takeaways:
- People don't leave because they hate your gym. They leave because life gets in the way, they got hurt, or things got stale. None of those reasons are permanent and none of them mean they wouldn't come back if you asked. The problem is you're not asking. Build a monthly process of reaching out to 10 to 15 past members with personal texts, not template blasts.
- Your past members are embarrassed, not angry. I've quit jiu jitsu three times. I desperately want to go back but I'm embarrassed to walk in the door. Your past members feel the exact same way about your gym. They gained back the weight, they fell off the routine, and they don't want to face the people they quit on. Your job is to take away that embarrassment and give them a reason to come home.
- Take some responsibility in the reactivation message. The most powerful thing my sensei could say to me is "When you came in last time, I put you in the wrong class. That was on me. Here's what I'd do differently this time." That acknowledgment changes everything. It takes the blame off them and gives them a new path forward.
- Don't let people go easily. Before someone cancels, have a real conversation. We created the Wall Street Program because guys were saying they didn't have time. So we built an 8:30pm session and a Saturday morning session specifically for them. Sometimes the solution is simpler than you think. And sometimes you just need to tell someone "If you leave, you're never coming back. I'm just being honest with you."
- This should be a built in system, not a panic move. Reactivation is not something you do when leads are down. It's something you do every single month regardless of how many new leads are coming in. Your defense should score points. These are the most qualified leads on the planet because they've already paid you, they already know your coaches, and they already trust your product.
Join us at the Gym of the Future Live Event on July 17th and 18th: https://www.vincegabriele.com/events/gym-of-the-future/
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