Retention or Client Success: Duolingo vs WEFIT

In the training world, high learner retention is often seen as a success. But is it really a win if someone sticks with a program… and never actually reaches their goal?

Two recent — and very different — examples shed light on this important question.

1. Duolingo: When Gamification Becomes an End in Itself

This story comes from social media: a learner has been studying Arabic on this well-known language app for three years now. The result? She can read a few words, understands the general meanin but struggles to speak.

Why? Because once her initial learning cycle ended, the game aspect took over: encouraged by the point and streak system, she was pushed to explore other languages instead of deepening her Arabic.

Today, she can read Arabic, has refreshed her Spanish, and even picked up some Esperanto basics.

But her original goal – to speak Arabic – still hasn’t been achieved.

This is the paradox of certain gamified approaches: they’re excellent at keeping users engaged, but sometimes at the expense of the core objective.

2. EuroAirport & WEFIT GROUP: Success as a Loyalty Driver

By contrast, since 2017, WEFIT GROUP has been supporting EuroAirport Basel-Mulhouse-Freiburg in the language training of its teams. Here, the structure is clear: each employee follows a program with a specific target level based on their role.

And once that goal is met the training ends. Yes, in the short term, that means a contract comes to a close. But in the long run, this results-based approach pays off:

• 277 training programs completed, just with EuroAirport.
• Active referrals that have brought in new clients.

It’s a strong sign of trust — and above all, proof that when you deliver on your promise, client relationships last.

Do We Have to Choose Between Engagement and Effectiveness?

Retention is a useful metric, but it should never overshadow the real goal: helping learners reach their objectives. And sometimes, that means accepting that a training program ends… because it succeeded.

At WEFIT GROUP, we believe the best way to earn client loyalty is by helping them succeed.

What about you? More of a Duolingo type, or ready to succeed with us?