The Only Thing More Important Than Getting Clients
Client acquisition gets all the attention.
It’s what most business owners spend their time, energy, and money on.
And for good reason: without new clients, you don’t have a business.
But if you look at the healthiest, most profitable service-based businesses in the health and wellness space, they’re not built on never-ending lead generation.
They’re built on long-term relationships.
They’re built on retention.
Here’s why that matters, and how to build it into your business.
Acquisition Is Expensive. Retention Is Profitable.
The data is clear: it costs 5–7x more to acquire a new client than to keep an existing one.
But the benefits go beyond cost. Long-term clients:
Spend more over time
Require less onboarding and support
Are more likely to refer others
Contribute to more predictable revenue
Increase your confidence and stability as a business owner
And yet, most businesses have no system for retaining clients.
They treat retention like a happy accident when it should be a deliberate strategy.
Start Here: The Three Drivers of Retention
Client retention isn’t random. It’s the result of thoughtful design across three key areas:
Clear Expectations
Clients leave when they don’t know what’s happening next or why it matters.
Ask yourself:
Do you have a clear onboarding process?
Do you communicate what they can expect in Week 1, Week 4, Week 20, and beyond?
Do they know what success looks like and how you’ll measure it together?
What to do:
Create a short onboarding guide or welcome video
Outline their journey from day one (milestones, check-ins, deliverables)
Set expectations not just for what they’ll do, but how they’ll feel
Proactive Communication
Most coaches communicate reactively, only responding when something goes wrong or to provide feedback as part of the service.
The best ones stay a step ahead. They:
Check in before the client feels confused or stuck
Share updates without being asked
Celebrate wins to build momentum
Ask for feedback before it becomes frustration
What to do:
Build in scheduled check-ins (email, call, Loom, DM)
Use templates to make proactive updates easy and repeatable
Standardize how and when you ask for feedback
Evolving Value
Clients leave when they outgrow your offer.
To retain them, your service needs to evolve alongside their growth.
That doesn’t mean constantly reinventing your business; it means designing offers with layered depth and flexibility.
What to do:
Offer upgrade paths, phase 2 programs, or advanced tracks
Reassess goals every 3–6 months and adjust accordingly
Give your long-term clients early access or VIP treatment
When your clients feel like they’re progressing, not just repeating, they’ll stick around.
Retention Is a Skill. Build It On Purpose.
You might not need to work harder. You need to make the most of the clients you already have.
Most businesses are leaky buckets, pushing for more growth at the top while bleeding value at the bottom.
Retention plugs the holes.
It makes every sale more valuable.
And it creates a foundation you can scale from.
This isn’t just about being nice or delivering good service.
It’s about leverage.
It’s about building something that lasts.
Resources:
Growth Circle Business Accelerator:
If you’re ready to stop relying on a constant stream of new clients and start building the kind of business that grows because people stay, apply to join us.
We’ll help you:
Audit and improve your client journey
Build systems for onboarding, communication, and feedback
Design services that increase retention and recurring revenue
Create a brand experience that keeps clients engaged and invested
→ Apply for the Growth Circle here
In-Person Networking:
If you're in Denver, CO, join us monthly for our free Health and Wellness Business Roundtable networking event for health and wellness professionals.
Whether you’re a personal trainer, endurance coach, nutritionist, wellness coach, gym owner, or run a service-based business in the health space, this event provides tactical discussions, networking opportunities, and business growth strategies.
Get the info HERE.
Podcast:
The Endurance Minded Podcast launches a new episode every other Tuesday and is committed to providing you with fresh perspectives to help you reach your full potential.