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“We don’t accept sleepers. If someone hasn’t visited for a while we follow them up. If they’re not coming, we re-tailor packages to suit them”
74.5 per cent increase in gym usage and membership income has increased by 37.5 per cent.
BLOCK BOOKINGS Createability’s recent refurbishment of the parish council-run club Stratton St Margaret’s Leisure Centre in Swindon saw the conversion of two unpopular squash courts into a 40-station gym, while the reception area and old gym were made into a new reception, coffee bar and a new parish council office. Further to this, the sports hall floor was refurbished, a new semi-sprung floor was laid and a 3G floodlit outdoor artificial grass pitch (AGP) was created. The centre has been rebranded
Grange Leisure and continues to be marketed strongly as a community centre. Since the refurbishment, with the centre able to offer greater capacity and more facilities, manager Ian Green is focusing on building relationships with local groups, schools and clubs to get them to use the centre on a routine basis; block bookings are an important focus of the business model, driving guaranteed income and helping ensure targets are hit post-refurb. Green says: “We’re talking to the
school next door about how it can use the facility regularly, while Swindon
March 2014 © Cybertrek 2014
Town FC is going to use the centre for its community programmes. Now that a sprung floor has been added, a Ceroc dance club has returned to use the hall. The new AGP gives us more flexibility for football usage, which means the hall can be marked out for other sports like badminton, netball, basketball.” “We’re constantly reviewing our
programmes anyway, but one thing we’ll continue to focus on is developing our junior activities,” adds Green. “We’ve also targeted corporate memberships since the refurb, and attracted the local fire service to join the gym.” A refreshed class programme and a
new member journey PT programme are also set to be introduced, and the customer journey inside the gym has also been redefined. To ensure staff were on-board with
the new approach, partner Alliance Leisure delivered training on customer service, sales and retention to the whole team, and ran a workshop on defining Grange Leisure’s new brand values, with the key focus on providing welcoming, friendly and motivating service. Alliance is also helping the parish
council promote the changes, with advertising, local media, and social media. Membership numbers are up by 20 per cent in the first month. ●
Safe Space Lockers Ltd Please call
0870 990 7989 for more details E:
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www.safespacelockers.co.uk Read Health Club Management online at
healthclubmanagement.co.uk/digital 91 FEB
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