CRM
Club management suppliers are joining forces to provide the best integrated technology solutions
GREATER THAN THE SUM OF ITS PARTS
H
ealth club operators are always looking for best practice across a range of software solutions,
but increasingly they also need these solutions to be connected. Indeed, in a session at IHRSA this year, a selection of club chain owners discussed how their businesses were now more reliant than ever on integrated technology, and how providers were now working together to make this happen. It seems highly unlikely that a single
software provider will be able to provide a ‘one-stop shop’ for all the applications a forward-thinking health club owner is going to require in the fast-moving technological environment we now work within. As Stuart Dyson, founder of member management solutions company SDA Solutions, says: “It was often the case that you could purchase a stacking hi-fi system and the CD would be good,
june 2011 © cybertrek 2011
Kevin Scott reports on ways in which software providers are co-operating to drive functionality and benefit their clients
but maybe not the tuner; in most cases, the best sound system is a one based on separates. I think the same can be said of the ultimate health club solution. “Club management software suppliers
need to build a business based on openness and collaboration. SDA has an API (application programming interface) that allows us to look at any software applications we consider benefi cial to our clients and that complement our system. Several years ago, we took the decision in the architecture of our software to make allowances for future collaborations, and this is now delivering results.” Here, we provide an overview of some
of the integrated solutions and good practice already happening in the sector.
it all starts here Harlands brought online membership
sign-up to the UK some five years ago, and by later this year it will have sold over one million memberships online. Yet it was a difficult task to convince many in the fitness industry that members didn’t need to go through the tiresome ‘tour and close’ for every single membership sale, and that in fact the savvy shopper now did their homework online – ie not allowing the member to join online was a strategy operators would adopt at their peril. The task was made somewhat easier by the emergence of the low-cost health club, but it’s also fair to say that the low-cost sector wouldn’t be where it is in the UK without online joining.
Read Health Club Management online at
healthclubmanagement.co.uk/digital 51
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