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CRM for Youth Sector
crm
series
Revolutionary...
Award winning...
Activity management,
health assessment &
retention system.
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Track the

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AN
5hr offer
om/de
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k.
>
C
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Measure

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IST
Effectiveness

WWW
ure:
>
CROSS CurRicular
P
ICT
ApPlication
Keeping it simple Budget clubs have no sales team, tours or direct
sales cost. Marketing does it all, with members joining online
>
Motiv
ate
why change? but retention at best is about stemming
The most effective comparison that the tide, not halting it. There will always
everyone seems to agree with is that the be a place for sector clubs: spa clubs,
budget model is much closer to retail racquets clubs, leisure clubs. But where
than it is to hospitality. The latter is there are people, where there is hustle
Web based about service, experience and and bustle, where there is fast food, the
ICT solution
pampering. In retail it’s about volume territory is also perfect for fast fitness.
and turnover, demographics and speed.
designed Low cost fitness clubs are also about full service to budget
specifi cally
volume, turnover, fast sales and efficient Jon Wright, owner of Xercise Health
operations. Service is no longer key to and Fitness in Castleford, Yorkshire, has
for monitoring operating a successful health club. been watching the growth of the budget
young people.
If full service works for you now, club model for some time. In August
there’s no need to change. But if profit 2008, when the first signs of the
is hard work each and every month, recession were showing, Wright decided
ar
tn
er
ships -

with some months incurring a loss and to trial a low-cost price in a marketing
hopes always pinned on a good January, exercise among expired members. That
PCT
s - Schools - P
maybe it’s worth thinking about month was the second biggest sales
changing your business model. month of the year, with more than 5 per
The current economic climate is also cent of his expired members joining at
Leisur
e Centr
es - He
alth Clubs -
a very good reason to consider a change. the new, low-cost price.
ent pr
ojects
Though many operators are not being Following careful planning and research,
W
eig
ht Managem
affected as they had perhaps expected and with the assistance of his providers
they would be, times are still tough for Fiserv Club Solutions and Harlands
the consumer and there’s definitely a Services, Wright rolled out the model in
more conservative approach to spending. January. As he already had a successful
I believe full service just doesn’t work. club, he took a phased approach,
This is a very controversial point of gradually introducing new pricing with
view, I know, but so many clubs are still an option for members to join either a
scratching for answers, with so many low-cost ‘gym-only’ membership or take
statements still made about ‘shutting a full service membership not dissimilar
the back door’, ‘plugging the hole’ and to the one already available. January’s
so on, that I do believe it to be true. No sales were double those of January 2008,
���� ��� ����
doubt, certain systems work very well, February was the same, and more than
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HCM_vert_third_page_tactics.indd 1 20/05/2009 16:08:31
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