retention software
MEMBER ENGAGEMENT T
RETENTION IS KEY TO THE SUCCESS OF
ANY LEISURE FACILITY AND CAN BE A CONSTANT BATTLE. KIRSTYN MACRANDAL LOOKS AT NEW
TECHNOLOGY THAT CAN HELP OPERATORS IMPROVE
THEIR CUSTOMER RETENTION
oday a number of retention software solutions exist, working in different ways to decrease the rate of membership drop- out and in turn grow the membership base. From targeted emails to personalised training programmes, these systems
work to provide every member with a unique experience. “Connecting with every customer on a personal level and tailoring
your offering specifi cally for them is essential to creating a loyalty between the company and member,” says Alex Bennett, UK network manager for Technogym. We explore six case studies that have used technology to boost retention in their business.
LA FITNESS, UK & IRELAND
Supplier: Technogym Date of project:
Since December 2011 W
ith 80 sites throughout the UK and Ireland, LA Fitness attracts a diverse client base, both
in terms of demographics and length of membership. It believes that trying to personalise the customer experience for a heterogeneous audience, with differing fitness goals, is one of the key challenges when trying to increase retention rates. In December 2011, LA Fitness
implemented its ‘my LA Memberzone’, a digital hub and support tool for members which includes Technogym’s Club 2.0 retention software. Technogym’s 2.0 profi ling tool is used to identify an individual’s aspiration and goals – whether that’s to lose weight, boost self-confi dence or improve sport performance – through a web- based member survey and programme development tool. From this data, LA Fitness can analyse
member usage, understand individual members’ goals and tailor its product and services more effectively. COO Arthur McColl explains: “Since we’ve implemented Club 2.0, we’ve doubled customer interactions and been able to tailor our communications. This has given us the opportunity to target members with more appropriate marketing – previously a challenge due to our broad user demographic.” To date, over 5,000 members have
completed the web-based Club 2.0 survey, and usage levels among new and existing members continues to grow.
april 2012 © cybertrek 2012
83 per cent of MYZONE users have increased their activity levels
M
YZONE installed its activity monitoring solution into Life Leisure’s Hazel Grove
Leisure Centre in December 2011 – a new and innovative tool designed to attract new prospects and enhance engagement with existing members. MYZONE uses telemetry heart rate
technology – in conjunction with a unique points-based system centred around the effort members put into their workouts – to track and record all physical activity of members, whether exercising inside the centre or outside. The cloud-based system, which uses
heart rate belts that store data until each download, allows Life Leisure to constantly track its members, promoting an all-round active lifestyle. In this way, the data collated provides accurate member profi les on which personalised interaction can be based to further drive their motivation.
MYZONE uses a points-based system centred around users’ effort levels
To date, 100 Life Leisure members
have invested in a physical activity belt. Initial Life Leisure data has shown that 83 per cent of these MYZONE members have increased their physical activity levels since adopting the system. There has been a 200 per cent increase in total usage of the gym among MYZONE members, while average effort of the MYZONE user has increased by 5 per cent since installation in December 2011. Malcolm McPhail, MD of Life Leisure,
says: “In terms of retention, if you wait until you have a problem you are too late. Tools like MYZONE keep you at the forefront of membership sales and retention. It’s not just about units sold but about the progression of your business and exposing members to new technologies and opportunities.”
Read Health Club Management online at
healthclubmanagement.co.uk/digital 63
LIFE LEISURE HAZEL GROVE LEISURE CENTRE, STOCKPORT, UK
Supplier: MYZONE Date of project: Since December 2011
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