Ending any kind of relationship is hard—both personally and professionally. Sometimes, there is a good reason for a client and a personal trainer to part ways. However, there are times when issues between a coach and client can be mended or eliminated.
If you are aware of the potential issues and take intentional steps to prevent or resolve them, you may be able to reduce client loss.
If you have a coaching business in any niche, losing clients is not something you want to experience frequently. In this article, we explore eight reasons why clients leave their coaches and provide insight that can help you minimize client loss.
Some of the content below is geared toward trainers and coaches in the health and fitness industry (nutrition coach, health coach, fitness instructor, etc.). However, there are many different types of coaching businesses (financial coach, business coach, life coach, career coach, etc.) and the content is applicable for almost any type of client-coach relationship.
There are many reasons why a personal training client and trainer would part ways. The following list includes eight of the most common reasons why the coaching relationship comes to an end:
Many clients leave their trainers because of unmet expectations. Potential clients may have an idea of how things work based on a movie, friend, or previous experience. However, you won't know that unless you discuss their expectations with them.
Minimize this issue by setting clear expectations with each other from the very first training session. Remember, it goes both ways. It's important to understand the client's expectations and ensure the client is clear on what you expect from them. You should both be on the same page with things like the client's fitness goal, the commitment it will take by both of you to get there, timeliness, and how and when to communicate.
Communication is one of the most important components of any relationship. So, if you own a gym or other type of fitness coaching business, there are a few things you'll want to ensure you're implementing when communicating with your clients.
Speak your clients' language: Although you know the technical terms within your field, you'll want to save them for conversations with your colleagues. Many clients (especially a new client) may not have the same expert knowledge you have, and they need to be able to understand what you're saying. So, when you're coaching, use words that are easy to follow and explain further when needed.
Provide clients with a way to contact you: It's common for clients to have questions outside of their coaching sessions with you. If that is true of your fitness business, you should have an appropriate way for clients to contact you. This doesn't mean they can reach out to you at any time of the day and expect an immediate response from you, but you should have an email or messaging app for your personal training business where they can reach you if needed.
Don't overload them with info: It's common for coaches to overshare information with clients in an attempt to help them during coaching sessions. However, too much info can be confusing for the client. Keep info clear, concise, and focus on what's most important. You can share more info in a later personal training session as they progress.
Some fitness professionals and clients aren't a good fit for each other—and that's okay! It doesn't mean the client won't be successful or the coach isn't good, it's just not ideal for them to work together. You must understand your ideal potential client, stay within your scope of practice, and try to identify if a relationship is a bad match as early as possible. However, keep in mind, if a client is not a good fit, remain professional, authentic, and kind. If appropriate, help them find a better fit! All interactions are a representation of you and your coaching business.
This is ideally where you want your clients to end up—they've established and consistently maintained healthier behaviors. Some clients may want your coaching and accountability even during their maintenance phase, but others will move on simply because they've accomplished what they wanted to with you! Make them feel comfortable leaving when they're ready to and let them know you're there for them if they need you in the future.
Things like a sudden move, job loss, or divorce can alter a client's relationship with you. If changes in a client's life stress them financially, become more of a priority, or prevent them from attending coaching sessions with you, you may lose them as a client.
You can't always see these types of situations coming but you can try to help clients navigate how to prioritize their goals while dealing with big changes. For example, if you're a personal trainer and finances become an issue for a client, you might suggest small group training. Clients pay less per training session, but other clients are participating in the session as well. Maybe your client is willing and able to continue coaching sessions with you online.
If you can help them see other options, they may continue with you. But for some clients, those life changes may be where you part ways as their personal trainer.
We are all human—mistakes happen. However, if you are consistently late, forget your sessions, are unprepared or unorganized, you will likely run into issues with your clients. They are investing time, energy, and money into you, so it's important to take your coaching business seriously and develop systems, boundaries, and processes that help you stay organized and provide a good experience for your clients.
If you're a personal trainer looking for a better way to manage your clients, Smart Fitness can help!
Clients want to get results.
If you're a health and fitness coach, you know that the body adapts when it's challenged beyond its "normal" stress (overload principle)—sometimes that means muscle soreness. However, clients should not be in extreme pain or unable to function for days after their workout. This will very likely scare them off. Also, keep in mind, clients want to feel like they got a workout, so make sure you understand each clients' fitness level and design their workout accordingly.
Clients are coming to you because they want help with something. They want your coaching, knowledge, and support. Sometimes, not seeing results is due to a client's inconsistency with the plan. However, sometimes, it's the coach. If you don't know what you're doing, have poor programming, or aren't making efforts to hold them accountable, clients may not continue.
Invest in yourself so you know what you're during. Customize your training, coaching, and sessions for each client so you're not putting them through the same "cookie-cutter" plan.
Need help taking your coaching business online? Check out ISSA's Online Coaching Certification. Get the guidance you need to transition online and build your business as a successful personal trainer!
The ISSA Online Coaching Certification is the fastest way to transition a fitness coaching business online. This course allows you to pick and choose what you need to learn about so it fits the needs of a new or seasoned trainer. The on-demand information is delivered in bite-sized chunks and it includes everything from how to set up email campaigns and FaceBook ads to positioning and selling your product to prospective clients.