The Reality We’re All Facing
Right now, running a business—especially in the fitness industry—requires more than just showing up. Members aren’t just deciding between workouts anymore, or whether they’ll turn up or not—they’re deciding whether your membership is worth it.
So, how do you keep them engaged when everything around them is rising?
The Consumer Prices Index (CPI) rose by 2.6% in the 12 months to March 2025.
Owner-occupiers’ housing costs increased by 7.2% over the same period, adding to the overall inflation rate.
Around 41% of adults who pay energy bills reported struggling to afford them.
(Source: Office for National Statistics)
We all know the cost of living is rising—how much is a Freddo these days?! Everyone’s feeling the pressure, and when push comes to shove, we’re all making decisions about what stays and what goes.
Your clients are doing the same. They’re deciding what’s worth continuing to pay for, and sometimes your service might not make the cut. That can leave you feeling the pressure to hold on to them—and guess what? They feel that pressure too, which makes them even more likely to leave. It’s a vicious cycle.
But here’s what I believe: most people can afford your services—they just need to clearly see the value.
When Cost Outweighs Value
Have you noticed that some small businesses don’t show their prices on their website? Here’s why: often, both businesses and customers are too focused on the cost—and that focus can put people off before they’re even ready to consider the value.
It’s the same when it comes to keeping your clients. While some say, “It’s the money, I don’t have enough,” the truth is, some genuinely don’t—but most do. They’re just choosing not to spend it with you.
I think of it like this: imagine a set of balance scales. On one side is the cost, and on the other is the value of what you’re offering. If the cost outweighs the value, the scale tips and they’re gone. But when your client truly sees everything they’re getting—community, clarity, energy, strength—the cost becomes almost irrelevant.
Your job? Reinforce what you’re giving them. Step into their world. Show them the full picture.
If I said to you, come work out with me, it’s £30 a session, you might think nahh… But if I said, I can personally help you feel more confident, stronger, and have more energy for the things that matter in your life… you might reconsider.
Shift the conversation from cost to value.
(FYI—it’s the same with time.)
What Can You Do to Tip the Scales?
Connection Over Contracts
Let’s start with the personal touch.
I know I say it a lot… but doubling down on the personal touch is one of the simplest ways to make your business stand out. For two reasons: first, not every business does it (sadly), and second, clients come to you—and stay—because of who you are.
What personal touches feel right for you and your business? Here are a few ideas:
- Personal check-ins
- Celebrating small wins
- Book or podcast recommendations
- Remembering their child’s name or asking how their night out went
Your clients will miss the relationships they’ve built with you. That connection is what keeps them coming back.
A client once said to me, I stayed because I couldn’t find anyone like you.
Make It Easy to Stay
Maybe you could create more flexible membership options.
You could offer the ability to pause memberships when someone’s injured, introduce a referral bonus scheme, or provide shorter-term options.
It’s not about charging less—it’s about creating more accessible ways for people to stay.
I have a clause in my personal training contract that says you have to take your 6 sessions within 8 weeks. You know, life happens—and when it happens to my clients and they are, for example, injured, I make exceptions.
Or when my client’s dog died, I didn’t charge them for missing the session.
Or when my client got married and was saving up for her wedding, we did sessions every other week.
It needs to work for you and your clients.
Add Value in Surprising Ways
Another way to help clients see the value is to give more value.
If you lead fitness classes, you could add nutrition challenges, a community WhatsApp group, or mindset tips. I used to encourage everyone at my FitCamps to join Park Run each week—five years on, they’ve now expanded to running Park Runs across the country.
Lead with Confidence (Not Desperation)
People want to be around someone who knows their value and is confident that what they provide is 100% what their client needs.
I know that fitness is essential. Personal training is essential—because making sure my clients progress, use correct form, and stay accountable to exercise matters. A fitness instructor isn’t going to come knocking at your door if you don’t turn up—but I will (metaphorically, of course!).
Why should your clients continue with your service?
Quick Wins for Member Retention During Cost-of-Living Pressures
✅ Check in with 5 members this week, personally.
✅ Highlight the non-physical benefits (energy, routine, support) in your content.
✅ Reassess your pricing structure—can you offer a 4-week block or pause option?
✅ Reinforce community through small, regular touchpoints (polls, WhatsApp, group goals).
✅ Celebrate one client publicly each week.
What’s your list of takeaways you could implement?
Struggling to retain members as budgets tighten? Let’s build a plan that keeps your people close—even when times are tough.
💬 Book a free retention strategy call with me and walk away with 3 practical steps you can use straight away.
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