Effective Retention Packages That Boost Customer Loyalty

Our friends at Two Brain Business often say: many gym owners wrongly assume they need more members. What gym owners really need is to retain the ones they already have.

What are you doing to keep your current members engaged?

In this post, we’re going to help you map out your Gym Client Journey and introduce our new retention packages. For as little as $60 per client per year (that’s $5 per month per client), you can significantly increase your chances of keeping clients loyal.

Chris Cooper recently recorded a podcast about this topic. The main takeaway (minute 18:00) is: you want your clients to feel like they’re winning. Our new retention packages are designed to do just that.

Listen to the podcast and start mapping out your client journey. When you reach the rewards, recognition, and badges section, begin thinking about milestones.

Identify BIG Milestones for Your Clients

What are the key milestones you want to recognize? Think about time-based achievements such as:

• 100 WODs

• 6-month anniversary

• 1-year anniversary

Mapping out these milestones ensures your clients feel like winners at every stage of their journey.

Simple Milestone Template

Let’s say you want to recognize three main milestones:

1. 1 Month Anniversary

2. 100 WODs

3. 1 Year Anniversary

Now, let’s figure out the dollar value for these achievements:

• 1 Month Anniversary: $5 – A small gift like a sticker or magnet is a great first step to anchor them to your community.

• 100 WODs: $15 – Reward with a tee or tank. This motivates clients to reach the next milestone.

• 1 Year Anniversary: $25-35 – A high-value gift like a coffee mug or water bottle celebrates long-term loyalty.

In total, you’re spending $45-55 to retain a client for a year—just about 2% of their yearly spend. Thoughtful gifts make clients feel valued and appreciated.

Our Retention Packages

We offer three tiers that suit gyms of all sizes. The more milestones you map, the higher your chances of keeping a client.

Package 1 – Introductory

Ideal for gyms starting with retention packages. Track basic milestones like 100 WODs and 1-year anniversaries. Gifts include stickers and mugs.

Package 2 – Intermediate

For gyms with a mapped client journey, this package includes tees, water bottles, and other gifts to enhance engagement throughout the year.

Package 3 – Expert

Perfect for gyms with a detailed strategy. Includes lacrosse balls in new member goodie bags to spark conversations about mobility and wellness, reinforcing your gym’s value.

The goal is clear: make your clients feel like winners. Thoughtful retention packages ensure loyalty, engagement, and long-term success.

For more tips on boosting client engagement, check out our blog: The Dover Method: Unlock Powerful Learning Techniques