The Sale That Wags the Dog….
There’s a saying in business when something small ends up controlling the whole operation: the tail wagging the dog. In the fitness industry, we’ve got our own version—the sale that wags the dog.
We’ve spent decades perfecting the art of selling memberships—front-end revenue, trial offers, commission structures, end-of-month close outs. But once the sale is made, the attention fades. Retention becomes a secondary thought. We chase the next signup instead of nurturing the one we just got. This model may have worked in an era where options were limited and members didn’t expect much. That era is over.
Today’s members have choices. They demand personalization, progress, and community. And here’s the good news: we now have tools that make delivering on those expectations easier and smarter than ever before.
AI, machine learning, and generative AI aren’t just buzzwords. They’re transformative technologies that can finally tip the balance back toward member success and retention. They can help us:
1. Predict churn before it happens, so we can intervene with timely, tailored outreach.
2. Personalize experiences based on goals, habits, and preferences—at scale.
3. Automate communication, content delivery, and coaching with an intelligence that feels anything but robotic.
4. Empower staff, not replace them, with insights that elevate every touchpoint.
In short, these tools can help us flip the script. Instead of leading with sales and hoping retention follows, we can build experiences worth staying for—and let those satisfied members drive new growth through advocacy and referrals.
It’s time to stop letting the sale wag the dog. Share your best retention strategies in comments and join us The Fitness Technology Summit in the UK or in the US where we will be talking about these topics!
