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Variety: payasUgym offers access to clubs of all levels, from budget to exclusive. Pictured above is Jubilee Hall in Covent Garden, London


is that there are a lot of people out there who would use the gym, but who aren’t currently doing so – all of which suggests that, if you can fi nd a way of motivating them with the right kind of facilities, the right location and the right price, then people will start coming.


Why is this better than gyms just running their own pay-as-you-go programmes? One of the big attractions of using payasUgym.com is that users can vary the type of facility they use. We already work with many gym operators that offer pay-as-you-go at multiple sites; we’re able to raise their profile by communicating with a wider payasUgym audience. Social networking and mobile technology has really not been utilised well enough by the industry to date and payasUgym.com will change that.


What’s the response been? Really positive. Operators are looking at different ways to get


people into their gyms and looking at what other industries have done. They all buy into this kind of consolidated pay-as-you-go platform, which uses technology, social networking and marketing. Since www.payasUgym.com went live on 22 January, we’ve been inundated with gyms asking how they can get their businesses on there. All the gym operators recognise the fact that, by doing


this, they could double their audience. Indeed, our market research showed that penetration levels among potential gym-goers in the US are twice as high as the penetration levels


april 2011 © cybertrek 2011


among potential gym-goers in the UK. So there’s still a lot of opportunity to grow the UK market. We believe that, if you can provide a wider variety of offers, more people will go.


Is it based on an existing business model? There’s always been a pay-as-you-go offer in the gym market,


but this differs in that we’ve pulled it all together in one place. An online wallet is a first for the gym industry, as is giving people the opportunity to buy passes through their mobile phones, when they’re on the move. It takes the best of a lot of other business ideas that are out there and pulls them all together. The iPhone app was launched last month, quickly followed by


Android and Blackberry. The iPhone app is like a mini version of the website, where users can create an account, load their card and fi nd their gyms via a map function.


Read Health Club Management online at healthclubmanagement.co.uk/digital 45


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