According to the 2024 State of the Industry Report, 62% of all profitable studios reported churn below 5%, and 44% said their average member lifetime value was more than two years.
Every business will experience some level of churn each month, it’s inevitable. Clients move, get injured, or simply move on. That’s why aiming for 100% retention isn’t realistic. The real goal is to minimize churn and build systems that keep as many clients as possible engaged for the long term.
Emily Montgomery, Marketing Strategist and Founder of Be Mindful Marketing, emphasized:
“I push my clients to aim for 95% retention, without question. The reason is simple: it costs five to seven times more to acquire a new lead than to keep the members you already have. The key is consistently acknowledging and connecting with your members. That can mean using automated tools or personal touch points, whether it’s engaging with them in class, following up after class, celebrating milestones, or inviting them to bring friends through guest passes and challenges.”
Hensley Ellefritz, Founder of Reboot Fitness Consulting, explained:
“The focus should be on the first 45 days of a member’s journey—the onboarding period. If you can get them on the right track and establish a consistent routine within the first 60 days, those are the members you likely won’t have to worry about in the long term.”
Anastasya Goers, CEO and Founder of SV Marketing, shared:
“The more often members come, the higher your profits. It really is the easiest path to growth. Just like in sales, it’s far easier to earn more from someone who’s already your client than it is to acquire a new one.”
She also highlighted how visit frequency connects to results: “For the client’s benefit, coming two to three times a week is really the best way to see results. Offering a mix of different options makes it easier for clients to commit consistently and track their own progress.”
Julian Barnes, CEO and Co-Founder of The BFS Network, often reminds owners: “When a studio has a retention problem, that’s really a client experience issue. Studios that engage in high-level hospitality and client service don’t have retention problems because they are delivering such a high-level experience that the member is not going to leave such a studio.”
Q&A: Insights from ExpertsQ: What’s the most important time window for reducing churn?
Q: How can studios make retention easier without a huge budget?
Q: What’s the simplest way to extend lifetime value? |
Retention isn’t just about keeping members, it’s about showing them that your studio is indispensable to their lives. The studios that deliver consistent experiences, celebrate client progress, and make every touchpoint personal will be the ones with the strongest profitability and longest LTV. The opportunity is already within your four walls.
▶️ Watch the full Fireside Chat with Emily, HERE
Hensley Ellefritz – Fitness business strategist and founder of Reboot Fitness Consulting, with expertise in membership growth, client retention, and operational systems for studios.
▶️ Watch the full Fireside Chat with Hensley HERE
Anastasiya Goers – CEO and Founder of S&V Marketing., with over 15 years of experience helping Pilates and boutique fitness studios grow through proven marketing, retention, and client experience strategies.
▶️ Watch the full Fireside Chat with Anastasiya HERE
Julian Barnes – CEO and Co-Founder of The BFS Network, where he equips fitness entrepreneurs with insights, tools, and resources to achieve lasting success in an evolving industry.