| News & Know How | news
motionsoft
Marketing
Connects
With Conexion
‘Stimulus Package’ for Clubs
Acquisition doubles firms’ sales,
increases its industry presence
By Lesley Mahoney
vising effective
> motionsoft, a leading provider of
marketing strategies that are attracting and retaining members in droves.
club-management solutions for the
D
espite the challenging economy, many clubs have been de
For Equinox, based in new York City, conducting the Equinox Challenge
fitness industry, has acquired Conexion,
throughout the month of January monetarily motivated new members to work out
which specializes in club-management
on a consistent basis. If they exercised at the club 36 times in their first 90 days,
software, accounts receivables, and
they were refunded their initiation fee. the program was so successful that
financial-services programs for the
Equinox reinvented it: in February, as Get Your Heart Racing at Equinox and, in
health and wellness industry; and Conex-
March, as the Memorial Day Countdown.
ion tan, which provides financial-services
the numbers are telling: in
programs for the tanning industry.
January, Equinox surpassed its
the merger, announced in mid-July,
goals in both sales and leads by
more than doubles Motionsoft’s annual
100%, and the clubs’ usage was
operating revenues and expands its client
up significantly over last year.
base to more than 1,500 health clubs,
“We believe that fitness is a need,
hospital and corporate wellness centers,
not a want,” observes David Geller,
university fitness facilities, and tanning
vice president of marketing.
salons worldwide.
the chain promoted its initia-
“the combination of Motionsoft and
tives through direct mail, print, and
Conexion increases our access to indus-
Web-based ads, as well as on its
try know-how and capital funds, which,
Website.
in turn, solidifies our promise to deliver
Similarly, the Atlantic Club in Red Bank and Manasquan, new Jersey, launched a
premium club-management solutions
membership rewards program, last november, in partnership with local businesses.
from software, financial services, and
When members spend a specified amount at one of 45 participating businesses, they
beyond,” notes Al noshirvani, the CEo
receive a one-month membership to the club; the club sets the parameters regarding
of Motionsoft.
the spending threshold, which is typically around $500. over a four-month period, 350
“our companies are synergistic,” points
one-month memberships—valued at just over $100 apiece—were redeemed, which
out Benson Fine, the CEo of Conexion.
ultimately translated to about 85 new full memberships.
“our management teams, products,
new members aren’t the only ones who benefit from the program. Each month,
service offerings, and commitment
five participating businesses offer discounts to all members on the club’s Website.
to excellent service make this pairing
As an offshoot to this program, the Atlantic Club created Restaurant Week,
particularly advantageous to our clients
rewarding anyone who joined or referred a new member during the week of March
and the entire industry.”
7-15 with a $25 gift certificate to 12 restaurants, a $300 value.
the financial details of the acquisition
“this economy has required us to try new things and look for more added value than
were not released. Founded in 1988,
what we were providing before,” explains Chief operating officer Kevin McHugh.
Motionsoft is based in Silver Spring,
Industry innovator Crunch, in new York City, has been leveraging the power
Maryland. —|
of comprehensive online marketing to grow memberships. “We’ve maximized
technology and reallocated our marketing dollars in order to be more targeted
>
Short takes | Health Matters Most
and efficient,” notes Christina DeGuardia, vice president of marketing. Crunch
introduced online memberships earlier this year, a move that’s accounting for
A recent survey of 3,000 health-minded 8%-10% of new membership sales; the number of new members joining per club
Americans conducted by the American was up in January by about 2% and in February by about 7%. Since the relaunch,
Council on Exercise (ACE) determined traffic on the site has increased by more than 50% over last year.
that they regard “preventative health” Crunch drives people to its Website by creating targeted key words so that it
as the no. 1 reason for making use of receives the highest ranking when people search. It also buys search-engine
a health club; and that 54% exercised advertising and display ads on Websites; places ads on Yelp user reviews of
primarily to remain healthy, while just Crunch clubs; and uses e-mail marketing and a Facebook page to communicate
40% do so primarily to look good. —| with its members.
—|
– Lesley Mahoney, lmahoney1@gmail.com
22
Club Business International | SEPtEMBER 2009 | www.ihrsa.org
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