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PROJECT PROFILE PROMOTION


BOOSTING VISIT FREQUENCY Client: The LC Supplier: Technogym


T


he LC Swansea, one of south Wales’ leading leisure facilities, is always looking for innovative products and solutions to keep its members moving. The centre – which offers a 180-station, state-


of-the-art Technogym fi tness facility – has also introduced Technogym’s Club 2.0, a profi ling tool that reveals members’ exercise aspirations. All new members take the two-minute online questionnaire to discover their aspirations, while


existing members are also encouraged to take the survey in-club or via the website. Within four months, the LC had profi led 1,000 of its club


members, providing them with an overall ‘club aspiration map’ – an overview of the motivations of its total database. Club 2.0 has also provided the club with the ability to enhance interactions and communication with individual members: staff at the LC use members’ personalised Aspiration Maps to know how to interact with each individual member, as well as recommending exercises and classes. The LC has also linked Contact Manager to the Club


2.0 aspiration fi nder, allowing staff to have more informed interactions with groups of members who need additional contact. For example, fi tness staff at the LC use Contact Manager to recognise new members in the club: the system triggers a welcome task, with new members also receiving a ‘touch-base contact’ and fi rst review within the fi rst 45 days. Meanwhile, high-risk members are identifi ed using the ‘Who’s in’ screen, and staff are targeted to contact at least 80 per cent of these members each week. Club 2.0 allows those conversations to be more targeted and relevant. To ensure gym staff were able to deliver the full benefi ts of understanding member aspirations, they all attended four interaction coaching sessions with GGFit over the course of a month. Focused around understanding the Wellness System, Contact Manager and Club 2.0, these sessions were designed to develop communication skills and build confi dence through workshops, role-play and interaction with real members. The management team at the LC engaged very closely in the project, particularly on the reporting and measurement of progress and effectiveness.


Members love Club 2.0 as it helps them understand their reasons for exercise


“Club 2.0 is now a fundamental part of the LC. Knowing members’ aspirations make it easier to approach them and help with their needs and goals,” says Dean Owens, health and fi tness manager at the LC. “Our members love Club 2.0 because it helps them understand their reasons for exercise, and it enables us to suggest different workouts and classes that will appeal to them.”


After only four months, over a quarter of active


members had completed their aspiration map. These members visited 1.2 times a week on average, whereas members not yet on Club 2.0 made 0.6 visits a week. The average drop-out risk for members who complete an aspiration map on Club 2.0 is 63.2 per cent; the risk among those who don’t is 82.6 per cent. Nic Beggs, GM at the LC, is very happy with the


outcome: “The team are working hard, and with the news that it’s making a difference, we can push on and ensure all our members are completing aspirations. It’s a great way to engage members even more.”


Technogym’s Club 2.0 is a profi ling tool that uses questionnaires to reveal members’ exercise aspirations


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For more information: www.technogym.com/club2.0 Thanks to GG Fit Ltd for the data collection and analysis.


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


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