COMPANY PROFILE PROMOTION
‘Success-only’ basis: There’s no cost to the gym if it doesn’t gain any customers
How customers choose gyms
What about health & safety and data protection? When a customer buys a pass, they have to complete a club-specific PAR-Q online, and accept the terms and conditions of site use, meaning they are bound by all the same terms as a full member. The name, address and bank details of each customer are securely stored, allowing clubs to provide access to their facilities safely for the purposes of lead generation.
What sort of marketing do you do for the clubs that use payasUgym? We are one of the most proactive lead generation services in the industry and will spend close to £1m on promotion this year. Traditional marketing is becoming much less effective as customers are doing their research online first; it’s vital that clubs grab the attention of a potential customer at this early stage. That is why we focus most of our marketing budget online, to ensure customers find us first, and this approach generates over 100,000 unique website visitors every month. We also run a very successful referral scheme thanks to the sheer volume of people who visit our website, where we encourage them to bring a friend at our expense, giving twice as much exposure for participating gyms.
Busy people can buy day passes via their smartphone
may 2012 © cybertrek 2012
How is this different from the marketing that gyms already do? Effective marketing is all about offering customers the right products in the right location at the right time. For example, if a customer wants a gym near Victoria station, they will search Google for “gyms near Victoria” and find clubs listed on payasUgym first thanks to the work we do online. We then track their visits so that we can immediately alert them to relevant gym deals they may be interested in, based on their actual usage.
Read Health Club Management online at
healthclubmanagement.co.uk/digital 63
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