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HEALTH CLUB MANAGEMENT


2O1O HANDBOOK


“IF A DIRECT DEBIT CAN’T BE COLLECTED, THE OUTSOURCED COMPANY WILL CHASE IT UP ON THE CLUB’S BEHALF – THE CLUB DOESN’T NEED TO GET INVOLVED”


Finance Company (DFC) has an online joining portal called FASTDD, while Harlands was the fi rst company to introduce this facility with its SNAP system, identifying the need to make joining a facility as simple as buying groceries or booking a fl ight. “Many budget chains – such as The


Gym Group, Pure Gym and Gym4all – have a 100 per cent online joining policy,” explains Kevin Scott, Harlands director.


The 6th edition of the The 6th edition of the


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AVAILABLE IN PRINT AND ONLINE


Handbook, published in ndustry Association (FIA), nuary 2010. The handbook nd refer


reference tool distributed uppliers and operators, FIA members and to indust y d to industry buyers at events such as LIW, SIBEC and IHRSA..


“We launched the SNAP system for this purpose: people can either join at home or via a kiosk in the club’s reception. All the details are taken online and the club member just has to walk into the club and say they’ve joined – all their details will automatically appear there. Clubs don’t have to worry about the paperwork or doing a tour.” Meanwhile, Clubwise prides itself on


offering a one-stop shop when it comes to taking payments, encompassing services that might normally be offered by three separate companies: its offering includes a managed DD collection service, club management software and interactive CRM, plus referral and web-based retention services. The Clubwise system also covers payments for anything else within the club, whether it be beauty treatments, personal training, or food and drinks. All transactions are automatically updated on the member’s payment record, allowing clubs to analyse spending patterns. “Member enrollment, member


management and member check-in are all offered as part of the direct debit package,” explains Guy Foster, sales and marketing manager for Clubwise. “Added to this are a number of optional services, including prospect management, diary management, a KPI dashboard, point of sale [tracking everything that’s been bought by the


member], stock management and a demographic mapping tool.” One unique feature of the Clubwise


system is that members can be offered a discount on their membership for referring another member. “This is fully automated,” says Foster. “The existing member and the referred member are linked on the system, and as long as the new member keeps paying their membership, the old member will keep receiving an agreed discount on their monthly DD. We have found this to have a number of benefi ts, because you’re encouraging your members to be your marketeers. This gives members a chance to get their memberships down to zero. It’s a very sophisticated and cost- effective form of marketing and the club doesn’t have to worry about any of it, because it’s all automated.”


chasing debtors Another advantage of outsourcing is that, if a DD can’t be collected, then the


july 2010 © cybertrek 2010


member payments


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