Most gyms don’t have a marketing problem – they have a follow-through problem. 

New leads pour in, but a few months later, half of them are gone. The team’s busy, the ads are running, but nothing seems to stick.

In this episode, Tim and Randy sit down with Joey Coleman, bestselling author of ‘Never Lose a Customer Again’, to talk about the one thing that’s missing in most gyms: a real retention strategy. 

Joey explains why selling someone into your gym is only step one – and why the handoff to your team can make or break trust on day one. As a leading expert in customer experience and loyalty, Joey brings a tried-and-true perspective on what actually keeps clients coming back.

Retention isn’t about t-shirts, holiday parties, or generic gestures – it’s about listening, remembering, and proving to your clients that they matter after the sale. Even your most loyal members can quietly disengage if you’re not paying attention. 

This episode breaks down why trust often collapses after sign-up, how misaligned teams disrupt the client experience, and what it really looks like to personalize retention in a way that actually makes a difference.

If your client list looks great on paper but your revenue isn’t moving, this is the conversation that could finally connect the dots. 

Tune in!

Key Takeaways: 

• Intro (00:00)
• Customer need ≠ customer want in fitness (01:31)
• Selling to existing clients is 3–4x easier (04:07)
• Disconnect between sales promise and delivery ruins trust (07:55)
• Organizational bias favors marketing over experience (11:11)
• Retention rarely gets budget priority (16:30)
• Epic becomes ordinary if repeated too often (21:20)
• Personalization beats giveaways for loyalty (27:17)

Additional Resources:

- Schedule your SpringBoard call

- Apply to join The Iron Circle

- Check out our Switch to Semi-Private course

- Get 30 days of Semi-Private Pro on us!

- A tool for deciding on new gym services – 5-Question Matrix

- Tim's new book – Built to Win by Tim Lyons 

- ProFit Accelerator: Helping Training Gyms Grow to 30K/month and Beyond Facebook group 

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