How Being Eco-Friendly Can Impact Studio Retention, Relationships, and Client Loyalty

Across multiple industries, being environmentally conscious and aware is a top priority for consumers. When it comes to their fitness and wellness routine, brands (including your fitness studio) leaning into eco-friendly practices are being noticed by leads and members. Research shows that 78% of consumers feel that sustainability is essential, 55% are willing to pay more for eco-friendly brands—and 84% say that poor environmental practices will alienate them from a brand or company. All those disposable cups by the water station at your studio going into the trash versus the recycling bin? Even the little things might have a negative impact on how your clients perceive sustainability at your studio.

While there are certain things you might do at your studio that are hard to pivot to be more environmentally friendly (like the wipes your clients use to clean mats after hot yoga), there are a few accessible practices and products you can implement that not only help protect the planet but also positively reflect your mission and values for overall, well-rounded well-being. It’s more than sustainable swaps, though. Being eco-friendly positively impacts retention and studio brand loyalty because your clients care (and pay attention). Plus, your environmental efforts are something you can promote across your marketing efforts long after Earth Month! 

Here’s how to easily empower your studio to become more eco-friendly—and what it means for your fitness business, client relationships, and your bottom line!

Channeling Mother Earth: 10 tips to make your studio more sustainable

1. Energy-efficient lighting solutions

Consider upgrading your studio's lighting fixtures to LED or energy-efficient options. LED lights consume significantly less energy and have a longer lifespan than traditional incandescent bulbs. Additionally, installing motion sensors or timers can help optimize energy usage by automatically turning off lights in unoccupied areas.

2. Natural and non-toxic cleaning products

Switching to natural and non-toxic cleaning products reduces staff and client exposure to harmful chemicals while minimizing environmental impact. Look for eco-friendly cleaning solutions that are biodegradable, plant-based, and free from harsh chemicals like chlorine, ammonia, and phthalates. Also, consider opting for refillable bottles and recurring natural cleaning memberships, like the Grove Collaborative. 

3. Reusable water stations

Install water refill stations or filtered water dispensers in your studio to encourage clients to refill their reusable water bottles instead of single-use plastic bottles. Consider offering branded stainless steel or glass water bottles as merchandise options (or as a gift for new clients who convert from intro offer to membership), further promoting sustainability among your clientele while elevating your brand.

4. Sustainable flooring materials

When renovating or designing your studio space, opt for eco-friendly and sustainable flooring materials. Recycled rubber flooring made from discarded tires, cork flooring sourced from renewable oak trees, or bamboo flooring known for its rapid regrowth are excellent choices that offer durability and longevity—and look beautiful and high-quality to your clients. A visual and eco-friendly studio differentiator. 

5. Recycled and upcycled equipment

Choose fitness equipment made from recycled materials whenever possible. Many manufacturers offer yoga mats, foam rollers, and resistance bands made from recycled rubber or plastic. Additionally, explore opportunities to upcycle old equipment or repurpose materials, from Megaformers to free weights, to extend their lifespan and reduce waste. 

6. Digital operations and communication

Use Walla for scheduling, billing, and client communication to minimize paper usage. Tap into email newsletters, digital waivers, and self check-in via a tablet to streamline operations and reduce paper waste. Encourage clients to opt for electronic receipts and invoices instead of printed copies.

7. Biodegradable disposables 

If disposable items are necessary, opt for biodegradable alternatives made from renewable resources. Choose compostable paper towels, disposable cups made from plant-based materials like PLA (polylactic acid), and biodegradable trash bags derived from cornstarch or sugarcane. Also, select fully biodegradable feminine products if you’re stocking your studio bathroom facilities.

8. Eco-friendly merchandise

Stock your studio's retail area with eco-friendly merchandise that aligns with your sustainability values. Offer sustainable workout apparel from organic cotton, recycled polyester, or bamboo fabric. Showcase eco-conscious yoga mats and accessories crafted from natural materials like jute, cork, or organic cotton.

9. Indoor plants for air quality (and a natural aesthetic)

Introduce indoor plants into your studio space to improve air quality and create a healthier environment for clients and staff. Plants add aesthetic appeal and help purify the air by removing pollutants and releasing oxygen. Consider low-maintenance varieties such as snake plants, pothos, and spider plants. And don’t be afraid to add a few trees for depth and a pop of color! (You can use tasks in Walla to remind staff to water your plants, too!)

10. Community recycling and waste reduction initiatives 

Implement a comprehensive recycling program within your studio to properly manage waste and promote recycling among clients and staff. Educate individuals about proper waste sorting and disposal techniques and provide designated bins for recyclables, compostables, and landfill waste. Consider partnering with local recycling facilities or organizations to further support waste reduction efforts in your community.

Now that we’ve covered simple ways to embrace eco-friendly efforts, here’s how implementing them at your fitness studio can significantly impact brand loyalty and client retention. 

Powerful impact: 6 ways your environmental efforts can influence client/studio relationship 

1. Values alignment

Your members are increasingly seeking businesses and brands aligning with their values, including environmental sustainability. By demonstrating a commitment to eco-friendly practices, your studio shows that it shares clients' concerns about the environment. This alignment of values creates a sense of connection and loyalty among clients who appreciate your studio's dedication to sustainability.

2. Positive brand image

Adopting eco-friendly initiatives enhances your studio's brand image as a responsible and socially conscious business. Clients are more likely to view your studio favorably and feel proud to be associated with a brand that prioritizes environmental sustainability. A positive brand image contributes to client loyalty and encourages them to continue supporting your business.

3. Differentiation in a crowded space

In a competitive boutique fitness industry, standing out from the competition is crucial for attracting and retaining clients. Incorporating eco-friendly practices sets your studio apart from others in the market and provides a unique selling proposition. Clients prioritizing sustainability are likelier to choose your studio over competitors who do not prioritize environmental initiatives.

4. Enhanced client experience

Eco-friendly initiatives can enhance the overall client experience at your fitness studio. From using non-toxic cleaning products that create a healthier workout environment to providing sustainable merchandise options in your retail area, these initiatives contribute to a more positive and holistic client experience, boosting loyalty and authentic word-of-mouth marketing.

5. Community engagement

Environmental sustainability often resonates with local communities and fosters a sense of camaraderie among residents. By implementing eco-friendly practices, your studio actively participates in community efforts to protect the environment. This engagement strengthens client connections and deepens the sense of community, leading to higher client retention rates.

6. Long-term cost savings

Many eco-friendly practices, such as energy-efficient lighting, water conservation measures, and waste reduction initiatives, can result in long-term cost savings for your studio. Reducing utility expenses and minimizing waste generation can improve operational efficiency and profitability. Passing on these savings to clients through competitive pricing or enhanced services further reinforces their loyalty to your studio.

Overall, being eco-friendly at your fitness studio benefits the environment, fosters brand loyalty, and enhances client retention. By aligning with clients' values, creating a positive brand image, differentiating from competitors, improving the client experience, engaging with the community, and achieving long-term cost savings, your studio can build lasting relationships with clients who appreciate your commitment to sustainability.