Customer retention: what is it and why is it important
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      3. Customer retention: what is it and why is it important

      How to boost your customer retention

      Now that we have covered the basics of what customer retention is, we can dive deeper into how to fully unlock the potential of your studio. In this guide, we want to show you the importance of putting yourself in the shoes of your customers and understand what is relevant to them.

      Understanding this principle can and will make the difference for your studio.

      For instance, in the last article we mentioned that statistically on average 9 out of 10 new customers leave your venue in the first year. Most new customers are even lost during the first month, or even after the first visit. This means that if you can improve their retention, you might be able to win back your customers and increase your revenue.

      General Strategies to Improve Retention

      You have 3 basic strategies in your toolbox to work on retention:

      • Improving the activation of new customers: This is your biggest opportunity to improve overall retention. New customers have booked for the first time but haven't yet formed a regular habit of attending. As most drop out within the first month, a strong first impression is key. By making a great first impression, you increase the likelihood of them returning - which directly impacts future bookings and revenue. 

      • Increase Engagement Among Regular Customers: Some regulars attend several times per week, while others come just once a month. This strategy focuses on increasing participation among those who return, but not frequently. 
        By keeping these customers more engaged, you help maintain their interest and connection to your studio. While this has a smaller impact on overall retention, it strengthens relationships with those who are already committed. 

      • Reactivate Inactive or Churned Customers: These customers once came regularly but have reduced their attendance, or stopped coming altogether. Your goal is to re-engage them before they churn completely.
        While this can positively impact retention, it's often more difficult to achieve. Customers who are slowly disengaging may still be convinced to return, but fully churned customers are harder to win back.
        Mass emails to inactive customers can seem impersonal or intrusive especially if there are valid reasons for their absence (e.g. relocation or personal changes). That's why it's important to understand these reasons and use them to improve future retention efforts. 

      These strategies serve as a practical guide for you and your team. Use them to identify opportunities, strengthen relationships, and boost long-term retention in your studio. 

      Concrete actions to improve your retention

      To give you some concrete examples on how to boost your customer retention, we have identified which actions can have a tremendous impact.

      1. Before the Visit - Preparation is Key 

      Be proactive and ensure your customers feel informed and confident before their first session

      • Send a short welcome email or give them a quick call to explain the essentials: when and where to attend, what to bring, and how to contact you.
      • Add this key information to your website so it's always accessible.
      • Ask your teachers to warmly welcome new participants and explain basic studio etiquette or do's and don'ts.

      Helping customers feel well-prepared boosts confidence and encourages attendance from day one. 


      2. During the visit - First impressions count

      This is the moment where trust and connection are built. Make it count!

      • Make sure new customers feel part of the group from the very beginning. Understanding their goals and motivations allows you to offer more personalised support and build a stronger connection right from the start. A warm and welcoming first experience significantly increases the chances that they’ll return within the first 30 days. 

      • Encourage participation and reward loyalty. This applies not only to newcomers, but especially to regular clients who already show commitment.

      • Don't fall into the trap of focusing solely on new customers. Your regulars need just as much encouragement. They are already engaged, and consistent recognition helps maintain their motivation and loyalty. 

      • Tap into your customers' natural sense of challenge and progress. This could take the form of friendly competition, themed challenges, or simply inspiring each person to pursue the best version of themselves. 

      3. After the visit -  Stay Connected

      The relationship doesn't end when the class does. Maintain engagement beyond the studio.

      • Ask your teachers to offer a few personal tips or motivational feedback after the class - ideally aligned with each customer's individual goals. 
      • Promote your current offers both online and at your venue. 
      • Invite clients to subscribe to your newsletter or follow your social media channels to stay in the loop.
      • Encourage referrals by inviting customers to bring a friend and offering a small reward in return. 

      These actions help build a strong community where the customers feel valued, connected, and encouraged to return regularly. 

      Final Thoughts 

      A customer who feels seen and supported is far more likely to become a long-term member of your studio community.
      By implementing these simple actions, you can help your clients develop lasting habits — and boost retention as a result.

      Continue reading here to learn how to set up your Eversports Manager for better custome relationships.