RETENTION SOFTWARE
TECHNOLOGY EDITION
CREATING COMMUNITIES
A
s individuals increasingly take control of their own health and fitness (see p39), using apps to train outside of a gym environment,
operators need to work even harder to retain their members. Indeed, it’s widely thought that health clubs will only survive into the future if they can create a true sense of community – of club – for their members, giving people a reason to continue training within the health club community. The impact of this on long-term
retention is so strongly felt that sophisticated software is being developed to engage with members – software that extends outside of the club to make members feel valued and supported in their daily activities, drawing them back into the club, as well as being embedded into fi tness equipment to interact with members while they train.
Technogym – Ecosystem
People today are connected to each other like never before, according to Alex Bennett, Technogym UK’s TG network manager. “At Technogym, we recognise the tremendous opportunity this represents to provide end-users
with ‘wellness on the go’: seamless access to the tools they need for a wellness lifestyle, anywhere, at any time, through any device.” The Technogym Ecosystem is a
cloud-based system that facilitates precisely this sort of ‘wellness on the go’. From network-enabled equipment with interactive touch-screens to smart apps that pre-empt customers’ needs, it promotes retention by creating strong connections with health club members, both inside and outside the facility. The mywellness cloud is a core ingredient, offering web and mobile applications that help operators provide a personalised training experience. “The Profi le, Challenge and
Communicator applications help clubs create engaging communities,” continues Bennett. “Profi le is a questionnaire that scientifi cally maps users’ aspirations so staff can bring like-minded people together. The Challenge application sets targeted group or individual challenges that can motivate members to reach new heights through friendly competition, and the Communicator app publicises these challenges, and other messages, to members using the cardiovascular machines.”
Sheffi eld International Venues
recently trialled the Communicator and Challenge applications at Hillsborough Leisure Centre’s Fitness Unlimited gym. The fi rst challenge involved six teams competing to burn the most calories and was promoted via instructor engagement and messages sent to CV machines via Communicator. Within a week, 200 members joined the challenge, with a total of 68,000 calories burnt to date. “Members really appreciate the spirit of friendly competition sparked off
Technogym’s Challenge and Communicator applications helped create a buzz at Hillsborough LC
54 Read Health Club Management online at
healthclubmanagement.co.uk/digital April 2013 © Cybertrek 2013
Abigail Harris takes a look at the latest software designed to help members feel a sense of belonging to their gym ‘community’
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