PEOPLE
"There are 10 million lapsed gym members in the UK" Neil Harmsworth & Jamie Ward, founders, payasUgym
N
eil Harmsworth and Jamie Ward, the founders of pay as you go fitness com- pany, payasUgym,
have secured a partnership with Tesco which could see the online com- pany provide gym passes to up to 16 million Clubcard customers. The deal will allow Clubcard cus- tomers to use their Clubcard points to purchase gym passes for health clubs and leisure centres across the UK. “Gyms and health clubs are always looking for innovative ways to pro- mote to new customers and we wanted to find a national partner to help us get more people using the gyms that are listed at payasUgym. com,” says Harmsworth. “With over 16 million Clubcard customers, there is no company better placed to sup- port this than Tesco, and with over 600 participating gyms and health clubs nationwide,
payasUgym.com is the only gym network in the UK with the scale to support such a large initi- ative – so the deal made perfect sense
for all parties. On a personal level it is extremely satisfying as it proves that
payasUgym.com is now recognised as the first place that customers go when they are looking for a new gym." PayasUgym was launched in
February 2011. The service uses smartphone technology to allow
customers to find a gym and pay for a visit without paying member- ship fees. The biggest challenge, says Harmsworth, has been educat- ing the fitness industry about what PayasUgym actually offers. “Many people in the industry assume
that they know what we do based simply on our brand name,” he says.
“There are 10 million lapsed gym mem- bers in the UK and we do a huge amount of work to get these people back into health and fitness. We spent over £1m on marketing to these cus- tomers in 2012 alone. "Our business model only works if
it generates new customers and new members for the gyms that we work with and I think we need to be a lot more vocal in educating the industry
Details:
www.payasugym.com
Customers buy an ePass from the payasUgym website which they redeem at the reception of their chosen gym
8 Read Leisure Management online
leisuremanagement.co.uk/digital ISSUE 1 2013 © cybertrek 2013
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