This page contains a Flash digital edition of a book.
retention software

result!

Kate Cracknell asks a selection of operators for their verdict on the retention software systems installed in their facilities

declan ryan

owner, active4less

software: clubwise

My club is a 1,400sq m (15,000sq ft) dry facility in Stevenage, Hertfordshire, offering a gym, three studios, squash courts, sauna, steam and massage rooms. For eight years the club operated as a mid-market facility. It was moderately successful but, over recent years, had competed against newer multi-site operators. Two years ago, after much research and deliberation, I converted it to a budget operation charging monthly fees of only £12.95. I started using Clubwise software fi ve

years ago – it’s an integrated solution that can support almost all key areas of health club administration. It offers a fully confi gurable active customer relationship module (ActiveCRM), which we use to remain in contact with members and promote retention. This saves time by automating all standard communication with our members, from welcome emails to messages at key stages in a member’s lifecycle.

favourite software feature

What really differentiates Clubwise is its commitment to developing fully integrated online systems for joining, booking and member communication.

results achieved

Two years ago, we had almost 800 members on a mix of monthly rates, varying from £33 down to promotional rates as low as £10. Two years on, our membership has grown exponentially while our operational and staffing costs have been cut. We no longer have a membership contract, yet our retention has improved over the last two years: in 2008, our annual attrition was 64.3 per cent, or 5.35 per cent a month; in 2009, this had reduced to 62.1 per cent annually or 5.18 per cent monthly. We all acknowledge that the industry

is not very good at sharing information, but I believe these fi gures hover around the industry average. I’m also confi dent

Active4Less no longer has contracts, yet retention has improved over two years

they will improve with further focus on retention over the next 12 months. Clubwise software directly improves

retention via the Active CRM. However, it also indirectly improves retention by dramatically reducing administrative tasks, freeing staff up to spend more time with members and deliver health and fi tness services; although we’re a low- cost operator, we still offer more than 100 group classes every week, largely run by our fi tness staff and personal trainers and all included in the monthly fee, as I believe this promotes retention. For a low-cost operator, this freeing

up of staff time is critical to long-term profi tability. But software can’t do everything: motivated and enthusiastic staff remain a critical element of our member retention strategy and we invest heavily in staff training. If low- cost operators reduce costs by cutting qualifi ed fi tness staff and replacing them with security staff or even going to an unstaffed model, I fear only very self- motivated members will be retained.

if i could change one thing…

As I mentioned earlier, I strongly believe that member retention is

52 Read Health Club Management online healthclubmanagement.co.uk/digital

heavily dependent on regular positive interactions with staff. I’m therefore looking to change the way I pay my staff, moving from a fi xed annual wage to an income consisting of fi xed pay rates for set tasks carried out within the club. It’s easy to envisage how one could

reward staff for common activities such as cleaning, equipment maintenance, classes or giving a seminar talk. But a large proportion of their time will – and should – still be spent on the gym fl oor, as this will undoubtedly improve member retention. Based on the improved retention fi gures, I would expect increased revenues, meaning I could pay more and retain good staff. However, to pay staff based on

achieving agreed targets for interactions and effectiveness of those interactions would, at present, require two separate packages to link with each other: there are standalone packages on the market that track interactions between staff and high-risk members, while Clubwise has the ability to automate timesheets for staff based on logging in and out. Bringing the two together would provide a means of automating the management of my proposed new type of pay structure.

april 2010 © cybertrek 2010 Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76
Produced with Yudu - www.yudu.com