Tag Archives: website

Existing Customer vs. New Customer

Like many industries the difference between an net new customer and an existing one is… well, HUGE. The cost,effort and time required to gain a new customer can range anywhere between $500 and $2,500. In the the gym and fitness world it is easily the old saying “you have to spend a $1 to make $1”, these days maybe even more like $1 to $2. So… it is well worth planning and working at both i)acquiring net new customers and ii) keeping the existing group happy and coming back for more.


Now, most health and fitness professionals will tell you “that is all well, fine and dandy but…..” prices are tough with anyone able to setup up shop down the road for at least a while, just long enough to do damage. Price is a motivator. Training and fitness is usually harder than it seems for customers who continually start and stop repeatedly. AND a trainer and client also have to form a bond, a personal relationship for it to work repeatedly which is not always easy to do. So, yes the gym and fitness world has some particular challenges and that is why many try but few survive.

It is to these survivors that these words are important. Believe in your products and services and treat existing customers as though they are family and….. don’t give your stuff away.

This is where your website and social media capabilities come in. It is a fast moving and very interactive/reactive arena with short time spans for engaging with people. BUT, it is well worth the effort and also quite simply not an option any longer, it is a must.

Key points:

  • Have a plan, a written down plan.
  • Share and educate freely.
  • Be patient and provide info in “Part I, Part II and Part III” fashion.
  • Share customer success stories.
  • Always ask for email and phone number for opt in lists.
  • Have a referral plan.

Organic business growth lies somewhere between 12%- 20% but, revenue growth through existing customers can push your annual growth ate north of 35%. All you have to do is keep them interested, keep them engaged and keep them coming back for more. Fitness results are easy to sell.

Make sure your website and social media contacts point are responsive to questions and live chats. Surveys have shown that people will buy immediately if they feel they have been treated well, responded to quickly and given the right information. It is less and less the case that folks will pick up the phone and call from the “Contact Us” page. They prefer the “send me info” option or “live chat’ right now or will even “Register” to get at the information (cost, contract, time/schedules, facilities and services available etc.)

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