Most businesses invest heavily in acquiring new customers—but what happens once the deal is done? As Joey Coleman highlights in Never Lose a Customer Again, the first few months after purchase are critical. This is when customers decide whether to stay, refer others, or quietly disappear. A thoughtful onboarding process doesn’t just welcome new clients—it sets the tone for the entire relationship and strongly influences lifetime value.

Why Onboarding Matters

Onboarding is often mistaken for a simple post-sale formality. In reality, it’s one of your most powerful sales tools. The first 100 days are decisive: handled well, they lead to better retention, more referrals, and deeper loyalty. Handled poorly, they can cost you the customer before you’ve had a chance to deliver real value.

What Does Great Onboarding Look Like?

Case Study: FitLife Gym’s 100-Day Onboarding Program

Background
FitLife Gym, a mid-sized city fitness centre, faced a challenge: strong sign-ups but poor retention after the three-month mark. New members often felt disconnected and unsure of how to get started, leading to early cancellations and limited referrals. Drawing from Joey Coleman’s framework and industry best practices, FitLife designed a new onboarding journey to create consistent support and connection.

The 100-Day Path

• Day 1 – Warm Welcome: New members receive a personalised email from the gym manager with a welcome video, plus a digital starter kit (class timetables, facility map, and inspiring member stories).
• Day 2 – Personal Connection: A dedicated “fitness coach” reaches out to learn about the member’s goals and schedule a tailored one-on-one consultation.
• Day 14 – Community Invitation: Members get an email about popular classes and receive an invite to a group orientation or “buddy workout” session.
• Day 30 – Goal Check-In: The coach follows up to review progress, answer questions, and suggest relevant classes or training sessions.
• Day 60 – Motivation Boost: A story-driven email showcases real member achievements and trainer insights to keep morale high.
• Day 75 – Tailored Suggestion: Each member receives a customised workout or class recommendation based on their actual attendance and preferences.
• Day 90 – Second Progress Review: Another personal check-in to celebrate wins, address challenges, and collect feedback.
• Day 100 – Celebration & Referral: Members are congratulated with a reward (e.g., “bring a friend” voucher), encouraging both loyalty and word-of-mouth growth.

Results

• Higher Retention: Early engagement helped members feel supported and reduced cancellations.
• Stronger Participation: Check-ins and personalised recommendations boosted commitment.
• Increased Referrals: The 100-day celebration created natural opportunities for sharing.
• Revenue Growth: Staff introduced higher-value services like personal training and nutrition coaching at the right times.

Key Lessons

• A structured onboarding journey creates a sense of belonging and motivation.
• Personal touchpoints and milestone celebrations build trust and loyalty.
• Referrals naturally flow when customers feel recognised and valued.

FitLife’s story shows that investing in the early stages of a customer’s journey delivers long-term payoffs in satisfaction, retention, and growth.

Designing Your Own Onboarding Process

If you don’t have one yet, start simple. A few well-timed, thoughtful interactions can have an outsized impact. Get your team together, brainstorm ideas, and map out touchpoints that help new customers feel welcome, informed, and valued.

Questions to Spark Ideas:

• When were you last a customer—what made you feel cared for (or overlooked)?
• What three steps could you add today to make newcomers feel important?
• How might your onboarding process encourage referrals and loyalty?

A strong onboarding experience doesn’t just reduce churn—it builds customers for life.

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Please also note that many of the comments in this publication are general in nature and anyone intending to apply the information to practical circumstances should seek professional advice to independently verify their interpretation and the information’s applicability to their particular circumstances. Should you have any further questions, please get in touch with us for assistance with your SMSF, business, bookkeeping and tax requirements. All rights reserved. Based on content from Mindshop, a trusted resource for business advisors worldwide. Liability Limited by a scheme approved under Professional Standards Legislation.