RETENTION SOFTWARE
REWARDING ACTIVITY
Can reward incentives influence behaviour? Nicki Petitt investigates F
itness tracking apps, wearable activity measuring devices and wireless gym equipment have all contributed to a
re-invention of the way we, as a nation, exercise. Not only can health club members track and monitor physical activity, both inside and outside the gym or leisure centre, but they can now socially share their results too. Not only that, but the data generated
by this technology is also making it possible to reward individuals for the level of physical activity they’re achieving, opening up a new world of opportunity for operators keen to infl uence user behaviour and encourage brand loyalty. The idea of rewarding behaviour is
nothing new: supermarket chains have been infl uencing purchase decisions and encouraging brand loyalty through the use of reward
cards for many years. It was back in 2002 that the Loyalty Management Group, chaired by Sir Keith Mills, launched the Nectar Card with BP and Sainsbury’s. The initiative is now recognised as the largest loyalty card scheme in the UK, followed closely by the Tesco Clubcard programme. However, thus far, most schemes
in the fi tness sector have focused on rewarding attendance, rather than rewarding actual activity undertaken. So could the proliferation of activity
tracking devices, and the opportunity these present to create reward schemes based on actual activity data, prove to be the key in fi nally getting people
MYZONE is based on Effort Points, which can be linked to actual, physical rewards
exercising more often – and with it improve member retention? We take a look at a selection of
activity-based reward schemes to assess their impact.
Relevant rewards Launched in 2012, fitness rewards app Bounts was designed to encompass both indoor and outdoor fitness activities. It allows users to track their choice of activity and earn points that can be redeemed for rewards from local and national retailers – over 300 household brands such as Nike, Argos, Debenhams, Starbucks and Sainsbury’s are involved, alongside smaller local business. The Bounts platform and app control the reward points, but leisure operators have scope to decide how and why members should receive them up to a certain value.
48 Read Health Club Management online at
healthclubmanagement.co.uk/digital
April 2014 © Cybertrek 2014
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