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How does payasUgym differ from the likes of Groupon and other voucher code sites? Customers are getting tired of ‘daily deals’. We are 100 per cent focused on attracting interested gym users rather than simply emailing bargain hunters looking for a huge discount with no intention of joining. This means we generate much higher quality customer leads that are more likely to become full members.


How can you be sure that you’re attracting genuinely new customers to the clubs that you work with? Whenever a club manager considers how they will attract new leads, they have to ask whether it is something they could do themselves if they had the time and the budget. While we’ve always been able to guarantee the time and the money, we also wanted to prove our effectiveness in attracting a genuinely new audience. So we carried out a survey which asked every customer who bought a pass the reason for choosing that gym – and an overwhelming 92 per cent of respondents said that the only reason they used the club was because they found it through payasUgym.com.


payasUgym clients are encouraged to leave feedback on their experience


COMPANY PROFILE PROMOTION


“OUR SURVEY FOUND THAT 25 PER CENT OF PEOPLE WHO USED A DAY PASS LATER BECAME A MEMBER, HAVING USED THE PAYASUGYM SERVICE TO TRY THE CLUB OUT”


chance of selling their products and services online. It also provides managers with vital feedback which will help them improve their service.


What happens if a customer goes on to buy membership with the gym once they get there? We would be delighted, as it would mean payasUgym has helped another person fi nd the club that’s right for them! There’s no cost to the gym for this as they made the sale on-site, but we do ask that clubs always bear in mind that the choice should always belong to the customer. We fi nd the clubs that do really well through payasUgym are the ones that take the time to understand and listen to their customers, regardless of whether they join as a result of payasUgym or not.


It’s free for clubs to be involved, so how does payasUgym make money? There are no costs to the gym or health club; we work on a


‘success-only’ basis. This means that, if a club never receives a customer through payasUgym, then it will never cost them anything. We pay clubs monthly via BACS, less a simple commission on the passes they’ve sold via payasUgym.


How would you describe the typical payasUgym customer? There are two types of customer that use the service. The fi rst group includes people who are looking for fl exible gym use, such as those living and working in different places, people who prefer outdoor sports and who only want to use a gym when the weather is bad, and people who like the convenience of buying their gym pass on the move via their smartphone. The second group of people includes those who are considering full gym membership and want the ability to try a number of different clubs without handing over their personal details before deciding. This second group represents a real opportunity for the health clubs we work with to grow their membership through payasUgym.


Does this reflect a wider trend in terms of how people make buying decisions nowadays? The way people decide on membership is changing, with an increasing number preferring to do their research through the internet before they even turn up at the club. Word of mouth has moved online, and it’s vital that clubs recognise this change in customer behaviour in order to keep up.


Does payasUgym enable customers to leave feedback? Yes – after every visit we prompt customers to leave feedback on their experience in order to help other people make a buying decision, which means clubs have a better


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For how long are gyms tied in if they want to feature on payasUgym? We work on a simple notice period, so that they can leave at any time if it’s not working for them.


Can any gym be listed on payasUgym? Yes – that’s one of the reasons customers love using the clubs listed on payasUgym. We work with all kinds of health and leisure clubs including small gyms, large gyms, school gyms, muscle gyms, hotel spas and private health clubs. Some already offer pay-as-you-go, while others are exclusive members-only facilities. We like to work with just a handful of clubs in every town so that they have a competitive advantage over their local rivals, while we can also offer the customer a varied selection of facilities and price points.


How many clubs are already involved? We work with around 300 health and fi tness clubs at present. This year represents one of expansion for payasUgym in order to meet demand, and we hope to add many more clubs over the coming months. We’re expanding the number of gyms nationally at a fast rate and expect to have over 1,000 by the end of 2012.


FOR FURTHER INFORMATION


Website: www.payasugym.com/sales Email: sales@payasugym.com Phone: +44 (0)20 8144 4028


Read Health Club Management online at healthclubmanagement.co.uk/digital may 2012 © cybertrek 2012


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