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crm
series
membership payment processing – which
allow significant savings to be made in
both time and effort. Membership
administrators can then better manage
their time and turn to more proactive
activities like managing member relations.
Internet-based systems are also an
advantage, allowing you to monitor your
club without even having to be there. A
M
third factor in the technology mix is
o
C
k.
fitness management, which can also be
C
o
automated and integrated.
.
IST
access control: Staffed check-in
provides an element of ‘meet and greet’,

www
and some budget clubs run manned
ure:
receptions. However, others are p
ICT
completely automated, with turnstiles No reception Some clubs are automated, with turnstiles to manage access
and barriers that manage access to the
club. Controlled by the membership Helio runs on a pay-per-class basis. 10,000 people in a 15–20 minute drive
management system, non-payment of Another highly successful budget club time, for example. There are a number
membership dues locks a member out operator is adamant that inclusive of specialists that can provide this
of the club; only when the payment has classes are a critical element of the club’s service, such as The Leisure Database
been settled can they gain access. success. Technology can allow members Company, Hattrick Marketing and Your
join online: This is a must, and the to log in and book classes as well as Management Solutions.
correct marketing must be put in place to personal training, eliminating the cost of Switching to a budget club is not
ensure that customers choose to join bookings administration and making it a something that can be done in a day.
from home or from work, and without viable option for budget clubs. There is a lot to consider, a lot to plan
influence or persuasion from a sales team. contract: The contract debate still rages. and a lot to change. But if the business
space: A budget club means more Some budget clubs have contracts, others conditions are right for you to be able
traffic, so your number of machines may don’t, and some clubs believe in easy-in, to change, then the rewards may be
need to be increased to accommodate easy-out memberships. Consumers are worth it for your long-term business
higher volume. Your membership accustomed to contracts: mobile phones, success. I know of at least one club
capacity is ultimately limited by available broadband, digital TV…. all are based on that was making a loss as a full service
space in your club. If you move to a 12-, 18- and sometimes 24-month club, to the point that the owner was
budget model, you will need more contracts. And so far, contracts don’t considering closing. Switching to a
members to make profit and that means seem to be a barrier to joining. budget club was the last throw of the
your club will be busier. demographics: It’s worth looking at dice. Since changing, this club has thrived
classes: Some of the budget club the numbers, getting a health and fitness and is now profitable, and the owner is
operators have no studio, while some marketing company to analyse the currently in the process of moving other
offer 30-plus classes a week. Xercise population mix within five, 10 and 15 clubs over to the budget model as well.
retains classes within its full service minutes’ walk and drive time of your
membership option but ‘gym-only’ business. A budget club is not going to sean james
members have to pay a fee to join a class. work for a rural location with only healthclub@leisuremedia.com
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