Show Notes
In this episode of the SGPT Marketing Podcast, George Branford shares the retention systems that have helped INTENT91 achieve a company-wide attrition rate of just 4% across 5 personal training gym locations.
Drawing on real-world experience from scaling INTENT91 to £2.5 million in annual revenue, George explains why member retention is one of the most important drivers of gym profitability and marketing performance. He breaks down how increasing customer lifetime value dramatically improves return on ad spend, allowing gym owners to invest more confidently in growth.
George reveals the four core retention systems used across all INTENT91 locations: structured 90 day member check-ins, weekly attendance reporting to identify at-risk members, coach-led client follow-up messages, and ongoing organic marketing that keeps members engaged with the brand.
This episode is packed with practical strategies for gym owners who want to reduce churn, improve member experience, increase lifetime value, and build a business that relies on systems rather than individual team members.
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