Who this is for
Owners
Managers
Retention-focused teams
Why this matters
Retention is not a campaign — it’s a habit.
Pipeline helps you see:
Who’s slipping
When to act
How to follow up
How to do this in Pipeline
Step 1: Monitor Low-Engagement Members
This is your early warning system.
Step 2: Assign Human Outreach
No automation replaces care.
Create Tasks for:
Personal texts
Quick calls
In-studio check-ins
Step 3: Log Outcomes
So you learn what works.
How to Approach At-Risk Members (High-Intent, Low-Volume)
What we mean by “At-Risk”
At-risk members are not just “less active.”
They are members who:
Have dropped attendance meaningfully
Have broken a once-consistent habit
Have silently disengaged
These members are far more likely to churn — and also far more sensitive to how you show up.
Why this requires a different approach
At-risk outreach is not:
A blast
A script
It is:
Intentional
Human
Slower — on purpose
Trying to “clear” at-risk members in bulk often accelerates churn.
The Weekly At-Risk Member Focus
Best practice:
Tackle 1–2 at-risk members per week, no more.
This keeps outreach:
Thoughtful
Personal
Sustainable
Retention happens through quality, not volume.
Step 1: Choose the Right Members
Once per week, identify:
1–2 members whose engagement has dropped sharply
Members who previously showed strong consistency
Operator mindset:
Start with the members who have a more recent drop off.
Step 2: Understand the Context Before Reaching Out
Before contacting them, review:
Attendance history
Last interaction
Notes from previous conversations
This prevents:
Tone-deaf outreach
Repeating old questions
Making the member feel forgotten
Step 3: Reach Out Personally (Not Perfectly)
This is not about conversion language.
Good outreach sounds like:
Curiosity
Care
Familiarity
Examples:
“Hey [Name], you crossed my mind this week, how have things been?”
No pressure. No pitch.
Step 4: Create Space for a Response
At-risk members may:
Reply slowly
Share something personal
Not respond at all
All outcomes are data.
If they respond:
Listen first
Log the context in Pipeline (Client Notes)
Create a follow-up task if appropriate
Step 5: Close the Loop Intentionally
Regardless of outcome:
Log the interaction
Note what you learned
Avoid repeated outreach unless invited
Retention is about trust, not persistence.
What “good” looks like
Fewer silent cancellations
Stronger relationships
Higher lifetime value
Common mistakes to avoid
Waiting until cancellation notice
Over-automating outreach