HOTSEAT
Operators including GLL, LivingWell and Fit4Less have signed up to the scheme
sionally to back up their outdoor training. Other feedback we’ve had is that some people fi nd it a
bit frustrating always going to the same gym and seeing the same scenery and same people. PayasUgym allows them to vary their workout by location and price too. We offer eve- rything from functional, no-frills gyms to large, luxury sites with pools, saunas and spas. This programme offers the fl exibility of easily swapping from one to the other, which is very appealing for many people. Our research has shown it will also appeal to casual gym users and people who don’t go to the gym, but who tell us they would if it could be done on a more fl exible basis.
What is the pricing structure?
Each gym has its own price, and we work with them to get that price right. It has to be attractive to the target audi- ence of people who don’t go to that gym, but who might do if it offered more fl exible options, and it should still be cost- effective to be a member. That way, if people start going on a regular basis, we help maintain the membership model. We want payasUgym to open up a whole new customer base. The thing that operators are recognising more than ever before is that there are a lot of people out there who would like to use the gym, but aren’t currently doing so. This 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.
ISSUE 2 2011 © cybertrek 2010
“Social networking and mobile technology really hasn’t been used well enough by the health and fitness industry to date. PayasUgym will change that”
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 profi le by communicating with a wider payasUgym audience. Social networking and mobile technology really hasn’t been utilised well enough by the industry to date and
payasUgym.com will change that.
What’s the response been like so far? Really positive. Operators are looking at different ways to get people into their gyms and are looking at what other industries have done. They all buy into this kind of consoli- dated 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.
Read Leisure Management online
leisuremanagement.co.uk/digital 23
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