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Your Fitness Business

It's All About the Clients: How to Keep Your Clients Coming Back

by Sarah Koszyk

June 2011

ExerciseJobs interviews Punch Fitness CEO, Jesse Estevez, to learn how to take care of one's existing clients and have them coming back for more.

ExerciseJobs: Mr. Estevez, you have 2 successful businesses built from the ground up. Please tell us about them.
Jesse Estevez: I originally started Latina's Bodies in Motion, an outdoor boot camp, about 3 years ago. After that success, I expanded and developed Punch Fitness, an outdoor cardio kick boxing class, which now has 6 different locations in the central Los Angeles area. I provide my clients with boxing gloves and shields. We use various types of equipment ranging from cones, resistance balls, medicine balls, and hurdles. We incorporate circuit training, kick boxing, abdominal work, and much more.

EJ: How did you initially market to your clients?
Jesse Estevez: I had a marketing plan and a vision. It's important to brand one's self and get your name out there. I recommend working in health clubs and then start to slowly branch out. Word-of-mouth is the biggest way of getting clients. Once people see my clients losing weight and getting healthier and stronger, they want to join in on the fun, get results, and gain the experience. I also do thumbtags, Craigslist, Twitter, Facebook, direct mailing, E-Blasts to all my existing and previous clients, and weekly marketing to local businesses. For example, one to two times per week, I go around to various locations with my business card and a water bottle to discuss Punch Fitness and get to know the local businesses within the community.

EJ: What are some marketing tips that you do that keep those clients coming back?
Jesse Estevez: I send thank you notes to my clients and personal emails to congratulate them on losing one pound or three pounds or finishing a boot camp session. I make sure to provide motivation and support. By showing that you care about the clients, they keep on coming back. We even send birthday and anniversary cards to people.

EJ: What is a top marketing tip you recommend to other trainers and boot camp owners to keep clients engaged?
Jesse Estevez: Customer care is the number one priority. When you care about your clients and are honest with them, do the exercises with them, teach them how to care about their own bodies, and provide support, you will keep your clients. Providing this experience to the clients is key so that they feel successful and know they can continue to succeed. Positive feedback is everything. Really getting to know your clients is the number one tip. (I sometimes even take them to coffee to learn about their fitness goals). It lets them know you care about their well-being.

Sarah Koszyk is a Registered Dietitian and Nutrition Coach at Eating Free, an online adult weight management program. She also provides in-person nutrition coaching at a private practice, MV Nutrition, in San Francisco, CA, where she specializes in sports nutrition and adult and pediatric weight management.