Health & Leisure
C M Y Facial recognition software
could eliminate numerous cost centres for club operators
created a new concept in online member experience. A real-time link from Harlands’ online sign-up to Fisikal’s platform – through which members interact with the personal trainers at their club – facilitates a comprehensive online service. Support is available for members each step of the way, from online joining and gym induction booking through to purchasing services and receiving support from the club online. This support is also available to
members on their mobile phones. As smart devices such as iPads and iPhones become increasingly widespread, we are already seeing the introduction of QR codes to speed up the process of opening given landing pages from smart devices, and similar technology is inevitably going to be used more widely; companies wishing to effectively engage with members must look at such technology sooner rather than later. Rob Lander, CEO of Fisikal, says: “We
are delighted to pioneer a new way of helping clubs offer a fully interactive member experience. For too long,
june 2011 © cybertrek 2011
clubs have focused purely on driving membership and delivering their services while the member is in the club. This model has worked, but member retention has not been good. “Clubs are now looking at ways to
extend their service and add value to the member experience – and that’s where we come in. We believe that a large part of a member’s success is down to the level of interaction they have with the club’s team – their support network. If you can make a member truly accountable, they will feel bad if they ‘let down’ their support network. “Understanding the psychology of
what makes members work and how to infl uence them is a big part of what we have factored into Fisikal over the past few years. Member experience should be the most important consideration for any club now, and operators should be thinking not only about how they can keep their members, but about how they can add so much value to members’ lives that they market their service to all their friends.
www.gladstonemrm.com 01491 201010
CM MY CY CMY K
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