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VISIT US AT STAND L140 RETENTION Membership is £60 a month 1 We have 45


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A leading provider of Leisure Management Solutions with over three decades of experience across the public, private, trust, facilities management and education sectors.


• Wizard based membership, market leading reporting and control of estate wide data.


• Bookings, EPOS, prospecting, course and session management - a powerful yet intuitive solution.


• Online Bookings - book and pay for sessions, courses and activities online.


• Online Memberships - develop your membership sales team by allowing customers to join and renew online - improve cash flow.


• Mobile - book and manage your account from a smart phone with social media integration.


• Self-Service - award winning kiosk solutions - from checking in through to rebooking.


• On Course - state of the art course management solution with iPod registers and web portal to track progress and make payments.


• Both Local or Hosted server options.


Tel: +44 (0) 870 80 30 700 Fax: +44 (0) 870 80 30 701 info@xnleisure.com @xnleisure


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Xn Leisure Systems Ltd 85D Park Drive, Milton Park Abingdon, Oxfordshire OX14 4RY


www.xnleisure.com 42


for the first time, when they remain full of optimism that they will use the facilities frequently. The perceived value pre-joining is therefore high. The reality is that the majority of


members only manage one to two visits a week; when changing clubs, they understand this. While the sales presentation may still be delivered at a ‘per day’ cost, the member is able to calculate a more realistic ‘per workout’ cost which they will then use to weigh up their options – what they are currently paying for a workout and what they would be paying at the new club. In particular members who train


frequently – four or more times a week – calculate the cost of membership per workout rather than per day. A club charging £60 a month may present the membership cost as just £2 a day, but frequent users recalculate that figure, dividing the £60 not by 30 days but by 20 workouts. While this only increases the amount by £1, they will then decide if the additional amount is worth paying for services they may or may not use. But the thought process for perceived


value is not linear (see Figure 1, right): members’ thoughts jump around as they begin to make decisions as to whether the offering justifies the fee. They are constantly adjusting the information they have, going back over the same area again and again as they have new thoughts and new information. Frequently what they say to themselves is not reflected in what they say out loud, with judgements being made that are emotional as well as rational, and don’t only relate to the price.


Paying for specificity It also appears that with experience comes a desire for specificity: second- and third-time members choose clubs that offer specifically the products and services they want. With each club, the member becomes more and more targeted: they want a particular type of yoga, group cycling class or equipment. Before making the decision to join, they will check out the availability of particular classes, or the range of machines or free weights on offer. This has prompted some to join


activity-specific facilities: PT, group cycling classes a week 4 STAFF


We have six pilates classes a week, as well as a range of other mind-body classes


7 13 Tuesday, Friday and


Sunday morning; Wednesday lunchtime; Tuesday and Thursday evenings


14


Figure 1: The price justification process


or yoga studios, for example, or clubs offering training approaches like Crossfit. These boutique facilities are gaining in popularity with experienced exercisers who are prepared to pay more for less. They will lower their expectations of changing rooms, reception and communal areas if the class or training is of exceptional quality. That equates to less of what they’re not interested in and more of exactly what it is they’re going participate in – which all equals great perceived value for money. Paying


November/December 2013 © Cybertrek 2013


When are the pilates classes?


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