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Hot Bikram Yoga ran a London Marathon- themed campaign


A highly functional, constantly


Case Study 4: GOODLIFE FITNESS O


ne of the earliest adopters of social media was Goodlife Fitness in Canada.


Justin Cipparone, Goodlife’s social media manager, describes a recent social media campaign targeting youths to get active: “Our Teen Fitness programme ran during July and August 2011 – our second year running the scheme – and will run again this year. Teens aged between 12 and 17 can work out for free at any of our club locations across Canada during their summer break. “We promoted the campaign


through traditional media – direct mail and posters at the clubs – but also included a social component,


using Facebook and Twitter to drive awareness. We asked two local college students to produce videos to promote the programme and posted them on YouTube. Plus we invited an active teen to be our spokesperson, writing articles for our blog about how she has fun and keeps fi t during the summer. “Parents could register their teens


for the programme online, with the registration then being activated in-club. We had over 65,000 online registrations in 2011, up from 35,000 in 2010. That translated into 35,000 activated memberships, up from 19,000 in 2010, with 1,600 of those teens signing up for a full year’s membership after participating in the programme. “From a social media perspective,


we had 385 tracked conversations about Teen Fitness between 1 May and 30 July 2011.” (See chart below)


● Membership / CRM ● Sport & class booking ● Till & credit card ● Access control


● Fingerprint scanning ● Spa management


ABOUT THE AUTHOR Jon Nasta is UK MD of Retention Management jon.nasta@retentionmanagement.com / Twitter: @jonnasta


july 2012 © cybertrek 2012


Contact us on: +44 (0)1423 873873 www.sportsoft.co.uk


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improving system, to manage most leisure environments


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