The fitness industry is currently experiencing accelerated growth, and fitness franchises play a large role in meeting this demand. It’s estimated that, as of 2023, there are 4,880 gyms and fitness centre businesses in the UK – an increase of 9.6% from 2022, according to IBISWorld research1.
So, the demand for gym franchises is here to stay. But how do gym franchises ensure customer loyalty, making them stand out from competitors and increasing opportunities for success?In today’s fitness industry, staying ahead of the curve is a constant battle. Trends come and go, but member retention hinges on a quality, consistent experience that meets the customers’ needs. So, what’s the secret behind that consistency? That’s where Cameron Falloon, Founder of the global fitness franchise Body Fit Training (BFT), comes in. Here, he lifts the lid on building a thriving fitness franchise – starting with recruiting and retaining good coaches.
What are some of the main issues in retaining trainers?
When setting up BFT back in 2015, I came across a statistic that reaffirmed for me that I could do things differently. Shockingly, the average career span of a personal trainer in Australia was just nine and a half months.
It wasn’t hard to see why – many personal trainers, especially those starting out, find themselves overwhelmed by the business side of running a small business, such as marketing themselves effectively, attracting new clients and managing the financial aspects. Combine that with inconsistent income, long and irregular hours, and the fact that gym memberships are often the first to take a hit during economic downturns, and it’s easy to see why so many coaches leave the fitness industry within a year.
When I founded BFT, I could see this gap in the market that we could fill, but I also knew that there were so many talented individuals who were passionate about fitness and who, if given the right support and structure, could thrive. Hard skills can be taught, but the passion for the job has to be within the individual. Making sure you bring in the right coaches can be just as crucial as retaining the ones you already have.
How to recruit and retain the right talent
But how can you ensure you’re attracting the right calibre of coach, right from day one?
Pay fairly
High staff turnover is expensive. Every time a coach leaves, the gym has to invest time and resources into the recruitment process. This includes advertising the position, interviewing candidates and onboarding the new hires. These costs can add up quickly, especially with a high turnover rate. Retaining experienced staff eliminates these recurring expenses. Offering competitive salaries and benefits packages helps attract and retain top talent. While there is a cost to retaining talent, it’s often more cost-effective in the long run. Staff turnover also directly impacts member retention. Inconsistent member experiences due to frequent staff changes can lead to lost clients. Not only does hiring new staff incur costs, but losing members can also result in a significant loss of revenue.
Create a community
At BFT, we put a big focus on community, not just for our members but also for our staff – fostering an environment where coaches feel valued and appreciated but also have fun and enjoy their work. When I was starting out as a personal trainer in 1995, I used to get up at 4am. Let me tell you, it’s tough to get yourself out of bed at that time! But I loved what I did and the people I worked with, and that is the environment you have to try and create for your coaches as well.
Coaching is about being a team. Success isn’t about individual performance alone; it’s about the collective strength of the group. Strong bonds between coaches create a powerful team dynamic. So, always try to build your community. Step outside the gym, grab a coffee and keep building your community.
Consistent support
Consistency in quality builds trust and loyalty with your members. Experienced coaches provide a higher level of service to clients, not just because of their knowledge of fitness but also their knowledge of their clients, understanding what makes them tick and what their needs are. When you’re getting the best possible guidance and support, it becomes a lot easier to stay motivated and engaged in your fitness journey. Ultimately, this translates to better member retention – a key factor in the success of any gym. New coaches, while enthusiastic, may still be developing their craft.
Relieve pressures
One of the biggest advantages of being a coach within a franchise is the freedom from administrative headaches. Franchisees typically handle a significant portion of the back-office tasks that can bog down individual coaches. By taking care of these administrative burdens, franchisees allow coaches to focus on their passion: helping people achieve their fitness goals. This translates to increased job satisfaction, reduced stress and, ultimately, a more rewarding career path.
Invest in education
Education and up-skilling is a key tool in retaining the great people who deliver your service – no matter the industry you work in. That couldn’t be more crucial in the case of coaches. Regular up-skilling and development is crucial for maintaining high standards of service. It ensures coaches stay updated with the latest fitness trends, techniques, and safety protocols. This investment enhances the studio’s reputation, attracts more clients, and fosters motivated, knowledgeable staff, ultimately leading to improved client satisfaction and retention.
BFT is built on three core pillars;
- Developing a business system to provide opportunities for passionate people to stay in the industry.
- Developing a training model akin to that afforded to elite athletes, for everyone
- Providing best practice, face-to-face education for our coaches and driving industry standards.
That third pillar is a fundamental component of our success. We recognise the value of investing in our staff’s development and education as a strategic approach to increasing retention. We encourage all our franchisees to upskill their employees, ultimately helping foster a culture of growth, loyalty and commitment. Our education arm, Level Up, has demonstrated the effectiveness of this strategy, with 858 coaches completing courses in 2023 alone.
The secret to member retention isn’t a trend or a fancy piece of equipment. It lies with the very foundation of your gym: your staff. In a world of ever-changing trends, a consistent, high-quality experience is what keeps members coming back for more. By investing in creating a supportive environment that attracts and retains top talent, you’re investing in the future of your gym franchise and the success of your members.
For more information visit Body Fit Training.
1- Gym Franchises, What Franchise, 2023.
