just put more meat on the bones, allowing us to be more specifi c in our messages to customers.” He continues: “We’re a commercial
company and we’ll do whatever we can to encourage customers to visit us twice a week – the eight times a month that will categorise them as ‘multi-active’ – but at the same time we appreciate that it’s not just about our centres. It’s about activity generally. We therefore aim to give people the tools they need to be active another three times a week, whether that’s riding a bike down the river on a Sunday, doing an activity with their children or going for a jog.” For an operator wanting to maintain
its relationship with its customers, maintaining some level of involvement in the whole spectrum of a customer’s activity – both within but also beyond its facilities – is key. So how does Everyone Active aim to achieve this? “Our newest initiative has been the
creation of a digital activity solution: MyEveryoneActive. This gives each customer a personal online activity space where they can plan, record and share the activity they do,” says King.
“We launched it in May knowing it still needed some refi nement – we’re already
october 2011 © cybertrek 2011
Everyone Active’s new goal is to have one million members categorised as active or multi-active by March 2014
onto phase two – but we wanted to incorporate users’ feedback. “It’s a free-to-use service for both our
customers and people who don’t visit our centres. However, if people are a member of our leisure centres, they can book activity through it which will then appear in their personal activity planner. Once they’ve been in, swiped their card and told us they’ve done that activity, that’s again fed into their activity planner. The system also sends you a daily email reminder of your day’s workout plan and posts updates on Facebook. “Customers often ask us how much
exercise they should be doing, so we’ve created an algorithm where every single activity has a points value and people have a weekly points target to achieve.”
encourage & reward King continues: “The communication model behind our CRM is incredibly important, and we’ve identified key points where we need to interact with and encourage our customers, reminding them of the decision they
made to become more active. Some of those touchpoints are relatively standard, while others will relate directly to an individual’s activity levels. “We’re also launching a rewards
model in November for customers who are meeting their activity targets. Rewards range from free activity sessions in our centres to added value offers such as ‘enrol your child on our summer holiday camps and get another child half-price’. There will also be third-party deals through partners such as Thomas Cook and Red Letter Days, and special digital content via MyEveryoneActive – a training plan to support someone in preparing for a marathon, for example. “At the moment, there are over 300
training plans on MyEveryoneActive that people can choose from, but these are one-off workouts. From November, they will have some longevity to them, with 80 different six-, eight- or 12-week training plans available. Some of those will be sport-specifi c – training to do your fi rst triathlon, for example; others will focus on weight loss or strength and conditioning. When you select one, that training programme will automatically drop into your activity planner and, on
Read Health Club Management online at
healthclubmanagement.co.uk/digital 33
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