🛠 Help Doc: How to Run Effective Exit Interviews

Series: Six Horsemen of Client Retention
Module: Exit Interviews
Purpose: Reduce churn, gather feedback, and potentially retain clients through structured exit conversations.

🔍 What Are Exit Interviews?

Exit interviews are one of the most effective tools for reducing client churn. These structured, intentional conversations give gym owners the chance to:

Understand why a client is leaving
Fix unmet expectations
Potentially save the membership
Gather actionable feedback to improve service

Even when a save isn’t possible (e.g., relocation), the conversation helps you part on good terms—and sometimes open the door to future business (e.g., hybrid/virtual membership).

🧭 Why They Matter

Without exit interviews, you risk:

Losing clients silently without understanding why
Repeating service gaps that push clients away
Missing easy wins (e.g., upselling to PT instead of losing a member)

When done right, exit interviews alone can cut churn in half.

🔒 Add This to Your Membership Agreement

To make exit interviews a required part of the offboarding process:

Include a clause in your membership agreement requiring an exit interview before cancellation.
Set expectations at the point of sale—let them know upfront.

🔄 Format & Timing

Best Format: In-person
Acceptable Alternative: Phone call
Length: 10–30 minutes
When: Triggered as soon as a cancellation is requested

🎯 Goals of the Exit Interview

Save the Client
- Identify the reason they’re leaving.
- Offer alternate solutions (coaching, personalization, temporary freeze, etc.).
- If appropriate, offer one free month to reset the relationship and rebuild trust.
Learn Where You Fell Short
- Gather raw, honest feedback.
- Look for trends in exits to identify internal improvement points.

📝 Key Interview Questions

A full guide is attached in your database, but here’s a preview:

What originally brought you to the gym?
What results were you hoping to achieve?
Where do you feel we let you down?
What could we have done differently?
If we could adjust something immediately, would you consider staying?

💡 Save Scenarios

“I’m leaving to get a personal trainer.” → “We offer that—would you like to continue here with private training?”
“I’m not getting results.” → “Let’s try a personalized 30-day sprint—on us.”
“I don’t connect with my coach.” → “Would you be open to trying someone else?”

💬 Sample Save Script

“Susie, I totally understand how you’re feeling. Would it be okay if we spent the next 30 days trying to make this right? You can train completely on the house, and I’ll make sure we course correct. After that, we can reassess—no pressure either way. Would that work for you?”

✅ Exit Gracefully If Needed

Don’t guilt-trip the client. Always end on a positive note. Let them know:

You appreciate their time with you
They’re always welcome back
You’ll help them find another gym if needed

💳 Bonus Tip: Reduce Passive Exits

Encourage members to set up ACH/e-check as a backup payment method. This discourages ghost exits (canceling a card and disappearing) and gives you a chance to follow up.

📌 Final Note

Exit interviews are non-negotiable for any gym serious about client retention. Build them into your systems. Train your team. Track feedback. And most importantly—act on it.