UK print Jan 09 updated.pdf 5/1/2009 9:23:37 AM
The Key to Retention:
Choose the Right
Retention Programme
We do for you what you
want to do but don't
have the time or resources.
There is a Difference !
The
Us Other
Guys
Full service just
Hundreds of satisfied clubs and
doesn’t work...
millions of satisfied members
retention, at best,
Easy to implement
is simply about
Large up-front cost
X
stemming the tide
High monthly service fee
X
Significant investment in new
C
hardware
X
M
100 memberships were sold over the around us, we crunched numbers and No changes to operating
two-week Easter holidays. planned hard. We worked hard with our
Y
procedures
Wright is now providing consultancy technology partners – SDA Solutions,
CM
and advice to other owners and Harlands Group and Technogym – and
Low impact on staff time
MY
operators about making the change. He we made structural alterations to the
No contract tie-ins
says: “In retail, self-service is growing fast. club to allow us to better run a less
CY
We sought to make that work at Xercise. staff-intensive business. We streamlined CMY Automated new member
Our budget model could not be achieved our staff structure and made energy
integration programme
K
without a technology upgrade. Initially alterations to ensure the business was
we did this to get our online joining and as cost-effi cient as possible. In January
No added cost to market
payment processing integrated with our we launched and, in four months, we’ve
member services
management system, but now we’ve doubled our membership base.”
Drive secondary spending
applied it to access control as well”. Unlike Xercise, Helio Fitness moved
Instead of traditional membership cards straight across to the new model, writing
Promote referral sales
to access the club, Xercise members to all existing members inviting them
use a combination of PIN code and to rejoin at the new price. Helio was
Prospect marketing functionality
fi ngerprint to open the turnstile. “Just previously a Technogym Wellness System
New for 2009!
PIN on its own still presents, we feel, a user and elected to keep the system in
security risk, so a fi ngerprint is used to the model. Henshaw explains: “For the
High risk members
verify the member’s ID,” adds Wright. budget club, Wellness System is even
automatically targeted
Helio Fitness in Blackpool, Lancashire, more effective now than it was before in
Support not dependent on the
was a successful independent town a full service gym environment: it’s our
member entering the club
centre health and fi tness club with a lot fi tness instructor and provides members
of competition. Owner Neil Henshaw w i t h i n s t r u c t i o n , i n f o r m a t i o n a n d t r a c k i n g . ”
says: “For eight years we ran a normal
Our patent pending communication
health club, emphasising service and how to change
programme automatically supports each
trying everything to maximise retention. If the business conditions are right and
member based on their individual
But it was always hard work. Sales were you want to change, you first need to
usage patterns.
diffi cult to make and resource-heavy. change the rules. Throw the hospitality
And much, much more!
Retention was equally hard work and rule book out of the window. Think
even more resource-heavy. retail, think efficiency. These are the
Call for a Complimentary
“We saw the launch of McFit in areas you should consider:
Germany, and Planet Fitness and 24 technology: Integrated technology in
Retention Analysis Today
Hour Fitness in the US, and we watched. particular aids cost savings and
The clubs thrived, the businesses grew efficiencies that allow a budget club to
01527 870875
and the budget club model seemed to be run. There are two main technologies UKSales@RetentionManagement.com
work. We studied the demographics – membership management and
june 2009 © cybertrek 2009
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