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SEPTEMBER 12 LETTERS write to reply


Do you have a strong opinion or disagree with somebody else’s views on the industry? If so, we’d love to hear from you – email: healthclub@leisuremedia.com


david lloyd leisure: rewarding member loyalty I was interested to read your recent feature on member reward schemes (see HCM July 12, p45). Recognising the potential of such schemes to drive loyalty among members, David Lloyd Leisure launched its own exclusive online member rewards scheme – DL Rewards – in June. Available at most of our 80 UK clubs, it’s designed to acknowledge the loyalty of those who have retained their membership for more than two years. The scheme uses personalised


HIT: Members will pay a premium for quicker, more visible results


hit: a role to play in exceeding member expectations


I really enjoyed your recent series on high-intensity interval training (HIT), a new trend that currently seems to be generating lots of discussion from the industry (see HCM July 12, p40, and HCM Aug 12, p42). Our experience at HiitGirl – a new


30-minute, full-body workout for women – is that customers understand and welcome the trade-off with HIT training. It’s hard work, but only for a limited time. They also find it easier to fit into their schedule, plus the benefits arrive surprisingly quickly. We’ve noticed that our customers


are quite happy to pay more for something that offers such a high level of engagement and visible results.


8 However HIT training, like all new


trends, shouldn’t be seen as an ‘all or nothing’ option. Rather it’s another useful tool for our industry to build great experiences that keep people coming back. There’s always the danger that the


latest science is simply transplanted into a commercial environment, without too much consideration for the customer experience. As a commercial service industry, we still need to focus on what customers value and then shape experiences that meet – and hopefully exceed – their expectations. HIT training looks set to play a useful part in this. susan dyson founder, hiitgirl.com


Read Health Club Management online at healthclubmanagement.co.uk/digital


membership cards, with rewards increasing based on the length of continuous membership. The DL Rewards Bronze card (over two years’ continuous membership) offers 3 per cent off at DL Cafébar plus two guest passes. DL Rewards Silver card (over four years) gives 5 per cent off at DL Cafébar, plus four guest passes. And DL Rewards Gold card (over six years) offers 7 per cent off at DL Cafébar, plus six guest passes. This is in addition to a number of member benefits that we offer, such as discounts on holidays. It’s our way of saying thank you


to our members for their loyalty, demonstrating how much we value them every time they come in to our clubs. huw davies-thomas head of marketing communications, david lloyd leisure


Loyal members get discounts at the DL Cafébar, or even on holidays


september 2012 © cybertrek 2012


SEPTEMBER 2012


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