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Taking the lead
With over 3.5 million gym searches carried out by customers in the 12 months since launch,
payasUgym.com has become one of the most hotly-debated lead generation services in the health and fitness industry. Co-founder Neil Harmsworth explains why there’s a lot more to this ‘dot com’ than meets the eye
For those who haven’t come across payasUgym, what is it all about? payasUgym is a free-of-charge lead generation and marketing service for gyms and health clubs that want to increase their membership base, drive secondary spend and attract genuinely new customers into their facilities. We’ve taken the best ideas and technology from other industries and adapted it to create a modern, convenient service to get more people using existing gyms and health clubs across the UK. With no set-up costs for the gym or health club, it’s a risk-free way to get new customers through your door.
How does it work? Customers create a free online account at
payasUgym.com which they can top up with credit, just like using a pay-as- you-go mobile phone. They search for a gym or health club at the location of their choice and select the type of pass
The website receives over 100,000 unique users each month
“THE WAY PEOPLE DECIDE ON
MEMBERSHIP IS CHANGING, WITH AN INCREASING NUMBER DOING RESEARCH ON THE INTERNET BEFORE THEY EVEN VISIT A CLUB”
that they would like to purchase with their credit. These range from a single day pass through to a range of short- term memberships, as well as annual membership, personal training sessions and swim passes.
So payasUgym sells full memberships as well as day passes? Yes, absolutely. Our customer survey last summer found that 25 per cent of people who used a day pass later became a full member, having used the payasUgym service to try the club out a few times before making their decision. This revealed that a lot of potential gym members are keen to test a few health and fitness clubs without the expectation they feel when taking a free guest pass in return for their contact details. We’ve responded to customer demand by enabling gyms to now sell short-term packages and annual memberships as well as day passes.
How do you attract customers to use payasUgym? The brand name ‘payasUgym’ is a real selling point for us as it appeals to a completely different audience. The idea of a flexible gym service is very attractive to the sort of people who don’t currently use the gym, and this enables us to attract genuinely new customers into the clubs we work with. Once a new customer is on-site, there’s a great opportunity for staff to talk to them, find out their goals and encourage them to visit the club more often.
62 Read Health Club Management online at
healthclubmanagement.co.uk/digital may 2012 © cybertrek 2012
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