Survey reveals the 8 top client retention strategies for wellness brands in 2026
New survey reveals the 8 proven ways to win clients back to your salon, spa or fitness brand — and keep them for good.
Most Popular
At a glance
The data shows that more than half of businesses now offer discount promotions or freebies (51%), and nearly as many use loyalty or rewards programs (47%) to retain their client base. Meanwhile, memberships — up 24% in sales year over year — are becoming the gold standard for predictable revenue and steady engagement.
In 2026, client loyalty has become both the biggest challenge and the greatest opportunity for wellness brands. Nearly half of wellness providers (48%) lost long-time clients this year — a wake-up call that loyalty can no longer be taken for granted.
With competition intensifying and client expectations rising, retention has become the true growth metric for salons, spas, medspas, and fitness studios. The brands that win are those creating seamless, personalized, and rewarding experiences that keep clients coming back.
Zenoti’s Wellness Loyalty Survey reveals the eight most effective retention strategies wellness providers are using right now to keep clients coming back, spending more, and spreading the word.
1. Discount offers or free services (51%)
Why it matters:
The most widely used tactic, discounts still deliver results. They attract first-timers, re-engage lapsed clients, and encourage repeat visits when used thoughtfully.
Actionable tip:
Use promotions strategically — like “Book within 30 days for 15% off” or “Free add-on with a package.” Keep them short-term so discounts feel like a reward, not an expectation.
2. Loyalty or rewards programs (47%)
Why it matters:
Loyalty programs turn one-time visitors into repeat guests. They give clients a tangible reason to rebook and keep your brand top of mind between visits.
Actionable tip:
Make loyalty visible — show points in your app, offer instant rewards, and tier your perks for frequent clients. Even small “thank you” rewards build long-term commitment.
3. Referral incentives (40%)
Why it matters:
Word-of-mouth remains the most authentic marketing channel. Referred clients not only convert faster but are also more loyal.
Actionable tip:
Offer double-sided rewards — “$20 for you, $20 for your friend.” Promote referrals through receipts, emails, and in-app popups. Make sharing as simple as one tap.
4. Personalized outreach from staff (41%)
Why it matters:
Clients crave connection. A thoughtful, personal message from their service provider can transform satisfaction into loyalty.
Actionable tip:
Encourage stylists or therapists to follow up with short, genuine notes. Automation can assist, but tone and timing should feel human: “Loved seeing you today! Let’s get your next visit booked.”
5. Automated or personal text and email follow-ups (36%)
Why it matters:
Even the most loyal clients need reminders. Follow-ups close the gap between visits and make rebooking effortless.
Actionable tip:
Automate thank-you notes, rebooking nudges, and seasonal updates — but personalize each with the client’s name, last service, and provider for authenticity.
6. Client satisfaction surveys (33%)
Why it matters:
Proactive feedback helps you fix issues before they turn into lost clients. Surveys also make clients feel heard and valued.
Actionable tip:
Send quick post-visit surveys and act fast on negative responses. Share praise internally to motivate your team and replicate what’s working.
7. VIP perks or private events (28%)
Why it matters:
Exclusivity deepens emotional loyalty. Special access and recognition make clients feel appreciated and seen.
Actionable tip:
Host quarterly member nights, early access events, or product previews. Even a simple birthday gift or surprise upgrade builds goodwill.
8. Service upgrades or staff training (26%)
Why it matters:
The client experience starts with your team. Consistency, skill, and confidence build trust, and trust drives repeat visits.
Actionable tip:
Offer regular training or “refresher” workshops. Track rebooking rates by staff to spot strengths and opportunities for mentoring.
Nearly 2 in 5 wellness clients (38%) consider a past or current provider, like a stylist, trainer, or esthetician, to be a personal friend.
Source: Wellness Loyalty Gap Survey, Zenoti
Memberships: The retention engine
Although not part of the formal ranking, memberships deserve special mention. They’ve grown by 24% in sales in 2024, offering clients steady value and businesses predictable revenue.
Why it matters:
Memberships lock in repeat visits, foster routine, and help clients see your brand as part of their lifestyle.
Actionable tip:
Pair memberships with loyalty points or VIP perks to create a seamless retention ecosystem that rewards consistency.
Final takeaway
The data tells a clear story: retention isn’t built on one strategy, it’s layered.
The most successful wellness brands blend ease with empathy and automation with authenticity.
By combining loyalty programs, personal connection, and smart automation, providers can turn every guest interaction into the start of a lasting relationship.
Methodology
Zenoti surveyed 1,010 Americans to examine client loyalty challenges in 2025, focusing on medspas, salons, fitness studios, and wellness businesses.
79% were clients who had recently or currently frequented these businesses.
21% were business owners or staff.
Data was collected in September 2025 to analyze retention behaviors, loyalty trends, and client expectations across the wellness industry.
Book your bi-weekly check-in for industry tips, trends, and insights to grow your brand
Your standing appointment for business growth — delivered straight to your inbox
Get the latest industry tips, trends, and insights to grow your brand.