Beyond Acquisition: Engagement, Retention, and Member Rewards, with Frank Smarrelli
Retention is the buzzword we hear often in the fitness industry—but how often do we, as studio owners and operators, really take the time to understand what it takes to keep members engaged for the long haul?
In this episode of Multi-Studio Mastery, Frank Smarrelli, a business coach with over 30 years of experience and founder of My Gym Rewards, joined our co-founder Tessa to break down the art and science of retention.
With member churn on the rise and consumer expectations higher than ever, this is a conversation no boutique fitness owner can afford to miss.
Why Retention Is Non-Negotiable
Let’s start with a hard truth: You can’t outrun attrition by throwing more money at marketing.
According to Frank, far too many studio owners are stuck in a cycle of constantly chasing new leads while ignoring the 50% of their monthly cancellations that are entirely preventable.
Happy members bring referrals, leave glowing Google reviews, and build the kind of reputation that no paid ad can match.
Mapping the Member Journey
Frank’s approach to retention is refreshingly simple: Break it into stages and address each one with tailored strategies.
Pre-Joining Stage: This is where first impressions matter most. Whether it’s a trial week or a discounted introductory offer, every interaction during this phase should “wow” your prospects.
Onboarding (Days 1-90): The first three months are critical. Members who feel supported, welcomed, and connected during this phase are far less likely to churn later.
Consolidation (Months 4-6): This is when many members start to lose steam. Proactively reach out to re-engage them with new challenges, workshops, or personalized progress check-ins.
Re-Ignition (Months 7-12): Long-term members need just as much attention as new ones. Celebrate milestones, offer loyalty rewards, and remind them of the progress they’ve made.
The Ongoing Stage: Frank calls this the “not negotiables” phase. Clean facilities, friendly staff, and a culture of recognizing members by name can make all the difference in fostering a sense of belonging.
Member Rewards: The Retention Game-Changer
One of the most impactful ways to improve retention is to implement a member rewards program that works.
Not all rewards systems are created equal, though, and Frank emphasizes the importance of engagement and gamification.
“It’s not enough to set it and forget it,” Frank explained.
“Engage your members monthly with tasks and incentives, and you’ll see participation—and loyalty—skyrocket.”
Retention Is a Mindset Shift
What sets high-performing studios apart? According to Frank, it all comes down to mindset. Successful operators don’t just think of retention as a “nice-to-have”—they make it the core of their business strategy.
Here’s what that looks like in action:
- Focus on Loyalty First: Build relationships that inspire members to stay, not just sign up.
- Balance Acquisition and Retention: For every dollar spent on ads, invest equal energy into creating an exceptional member experience.
- Empower Your Team: Delegation and systemization are essential for scaling both retention efforts and studio operations.
Take Action on Retention Today
Frank’s insights highlight the need for studio owners to prioritize the member experience at every stage of the journey, from the first trial session to year five and beyond.
Listen to the full conversation with Frank Smarrelli on Multi-Studio Mastery to learn actionable strategies that will transform your studio’s retention game.
