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In demand Adopting a yield
management system would allow
clubs to charge members more
or less subject to the popularity
of classes or how busy the gym is
attendance-spurring commitment of
contracts: ‘I’m paying for it, so I’d better
use it’. If there’s no ongoing fi nancial
commitment, it can be diffi cult to
maintain regular usage if motivation and
enthusiasm have waned. There’s also
an argument that a members-only club
has a certain exclusivity, which may also
be part of the appeal for some people,
but is obviously not appropriate for DC
Leisure. In addition, there are the extra
cost and security issues associated with
handling and managing cash.”
software support
the gladstone plus2
The Gladstone Plus2 membership
system has two features which
reduce the burden on reception staff
who have to handle ad-hoc pay-as-
you-go bookings and usage. Using the
Connect2 web portal, gym members
can make bookings and payments
over the internet on a real-time basis.
And Kiosk2 is a self-service unit that PHO
members can use to book and make TES
payments on-site, without having to
go through the reception staff.
yield management although this depends on the operator argued that 'ad-hoc' customers may not
A payment system where members are and the facilities available. Any more than be as loyal or demanding as those on a
charged different prices for general that, however, and members start to monthly membership.”
gym usage, classes and even staff time worry about whether those training next
depending on how in-demand they are to them are paying less than they are.
or how busy the club is “Where yield management could work software support
“The advantage of a yield management particularly well, however, is on a pay-
payment system is that you can create as-you-go basis. This works for the golf
extra revenue during quiet times,” side of our business, where we charge up The confi guration of Ez-Runner’s
says Thierry Delsol, CEO of The Club to fi ve different tariffs a day. Members software offers the fl exibility and
Company. “We offer off-peak and get priority, but they use the facilities at scope to mould around clubs’ many
peak memberships, but it’s quiet for very specifi c times: in the mornings and different services and payment tariffs.
us between 1pm and 4pm, so we’re up until 1pm. So we have a traffi c light Operators can control the day and
looking to introduce a special rate for payment system. Red means members’ hours of membership payment
more mature members during this time. time (between 8am and 1pm), when we packages: peak only, off-peak,
However, we’re carefully looking at age don't offer any discounts. Orange is a weekend only etc. There’s also a
profi les of our existing members, as we compromise, mid-afternoon, where we ‘session’ membership feature so clubs
wouldn't want them to downgrade to offer a small discount of about 20 per can offer ‘pay-as-you-go’, and time
this special rate. There’s also a danger cent. On the green tariff, usually after zones can be set at point of sale so
that charging two-star prices for a four- 6pm, there’s lots of space, so we offer a the price of an item sold (ie a visit)
star facility, for example, could devalue greater discount of 50–60 per cent. changes according to the time of day.
an operator's offering. “Pay-as-you-go facilities have more
“Another disadvantage is that too many fl exibility to adopt yield management
memberships would become confusing. methods and charge different prices katie barnes
I would suggest no more than fi ve, at different times of the day: it can be
56 Read Health Club Management online july 2009 © cybertrek 2009
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