Today’s members tend to be more at ease dealing with technology, while clubs may see an improved bottom line
Health & Leisure
The Connect system provides instructors with valuable member information
HORIZON LEISURE CENTRES, HAVANT, UK Supplier: Aquaterra Leisure
Date of project: Since January 2011 T C
he problem of retention became apparent
to Horizon Leisure Centres when its gym
than di covering them months later membership base
in a review of utilities bills. re “mained static for two
“Through a combination of my team’s focus, know-how and tireless commitment to reducing our carbon footprint and this powerful software solution, we have made a signifi cant saving on our carbon footprint. “We’ve also achieved annual cost
from too much paperwork. Now our member journey is clearer, we have an interaction toolkit and we’re able o measure the key metrics. It’s still number of members
The results we have achieved years, despite hitting
over the last few years speak for sales targ ts with
themselves,” continues Thomas. i tncreasing ease. The
early days but I feel that, by putting j toining the centre was
he customer back at the heart of being equalled by the
nhanced customer experience.” of Aquater a Leisure,
everything we do, LA Fitness stands a number of cancellations.
real chance of r aping the rewards from e With the support
experience de ign in iatives seem to be stirring in the industry, as a whole we still appear to be r liant on scientifi c- style metrics (retention/attrition) that encourage inward-looking behaviour, as opposed to more customer-focused metri s that measure quality of perience, satisfaction and loyalty. Online sign-up 24/7
However, although the beginnings of and in partnership with
tracking and benchmarking the way Horizon Leisure Centres
is a signifi ca t achievement in itself, use and provided gym
vi onmentally account ble.” i enxformation on each
member. This in turn ontributed to creating
cDRIVING RETENTION
that our leisure centres function in this installed Connect. The
but equally it enables us to be more i ennstructors with valuable
With more than 62 per cent of the a more personal experience for every
process. So in 2008, the chain partnered more likely to cancel membership.
British public shopping o line, DW member with each visit. Additionally, the
orts realised it could be m ssi g a Chocnnect system identifi ed higher risk,
e-consuming and
with Ez-Runner to create a virtual 24/7 cal “eOur gym teams have really embraced five-minute online memb rship sign-up t po make sure no high-risk members train
expensive, so it’s vitally i
s team, offering an easy and effective t phee system and set themselves challenges
ocess, and now a massive 98 p r cent in the gym without having some form
of contact to improve their experience – and hopefully make them come back
f its memberships join online. EIn many ways, Customer E
bruary 2012 © cyb rtrek 2012 april 2012 © cybertrek 2012 fneovember/december 2011 © cybertrek 2011
sonsistently deliver the best possi rsonalised experience, measure its efrfe tiveness and rapidly feed that back onto positive operational change. z-Runner’s software allows the
po tant to le
customer to sign a PAR-Q and agree to Ma agement and Design are arriving just
k with its traditional memb r sign-up non-regular members who are thought
We all know that bad experi nces t avel S fapster and further than good ones, and triat correcting the impact of a bad experience is ti
key area of business performance. That system was easy to
savings of more than £1m by monitoring, The Retention People,
debit and take any other payments. as we wrestle with the ‘r
alysis across different demographics previously unseen in the fi tness industry. alternate shifts and unsociable hours. I “Our in-house sales team also uses some simple design tools and methods that can he p you to b come adept at xperience and transformation des gn, delivery and measurement.
to the online service and are now that deliver the right combination of acknowledgement, recognition and personal engagement, plus the subtle touches that make members feel valued, will generate the sort of warm d feelo sings that inevitably lead to satisfi ed, an loyal customers and retention levels that showed many parents work
hoto, issue a membership card and sooner,” says Will Jones, sales and
marketing manager for Horizon Leisure. sig Soinlce the system was implemented sit
bodybook.com, is d signed for – a people of all ages to have fun, get fit m and do some good at the same time. th
http://uk.linkedin.com/in/stuartdyson this online option.
a year ago, Horizon Leisure has se n a great improvement in both membership base and cl ent interaction. In January 2012, Horizon Leisure interacted with 4,527 customers, compared to 285 in January 2011. Membership rose by 19.5 per cent, whistuart dysonle the risk rating of high- risk members dropped by 30 per cent.
n the next article, w ’ll take a look at the online sign-up process to make the whole in-club experience that much easier and quicker. We have a number of kiosks where the sales team can lead the prospect through the sign-up process, walk over to reception, take a pABOUT THE AUTHOR taStuart Dyson is the founder and DW Sports has also used online up to successfully promote new e openings and conduct pre-sales n impressive 80 per cent of the embership target signed up befor e opening of the last site th nks to
Membership has
risen 19.5 per cent since January 2011
ke them straight into the gym.” former managing director of SDA n- utions. His new project,
abigail harris
healthclub@leisuremedia.com
www.gladstonemrm.com 01491 201010
“We adapted our marketing strategy problem’. Designing experiences in-line with all the other businesses cashing in on the online revolution, targeting prospects 24/7,” says Andrew Forsyth, national membership services manager at DW Sports. “People really ign up at 3am. We conducted
the terms and conditions online, as well as allowing the club to process a direct at the right time for the fi tness industry ention
M Y CM MY CY CMY K
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