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PROJECT PROFILES


PROJECT PROFILE PROMOTION SUPPLIER SHOWCASE WE TAKE A LOOK AT RECENT PROJECTS FROM TECHNOGYM, MYZONE AND MATRIX FITNESS


The Dolphin Centre has had its fi rst full refi t in 20 years, which includes a gym extension


ENHANCED ENGAGEMENT CLIENT: DOLPHIN CENTRE


SUPPLIER: TECHNOGYM R


un by Darlington Borough Council, the Dolphin Centre in Darlington, County Durham, UK, is a well-loved leisure centre that prides itself on family- friendly service and a welcoming atmosphere.


In February 2013, the centre invested in an extensive month-


long modernisation project – its fi rst full refi t in 20 years. The makeover included a gym extension, with 75 new machines installed including over 20 VISIOWEB-enabled Technogym machines. These are supported by mywellness cloud business apps to support the centre’s member retention efforts. These apps include Challenge, a user-friendly tool that allows operators to create, promote and manage gym challenges online. A key component of the centre’s new gym and membership


package is the Get Results service, which gives customers access to regular one-to-one time with the gym team. The centre uses Challenge as a tool to support this service by encouraging instructors to recruit members in team challenges, building rapport, relationships and giving instructors a reason to maintain continuous interaction. “The Challenge app is key to supporting retention, by encouraging ongoing interaction between instructors and


customers. It’s also critical in keeping customers motivated and interested,” says Lisa Soderman, business development manager at the centre. “Challenges allow our instructors to set targets that bring


customers closer to their goals identifi ed through the Get Results service. This is great to keep them coming back to us, but also a fantastic selling tool because customers gain confi dence in us and share their positive experience with the gym and Get Results service to the outside world.” A total of 280 people signed up to the fi rst Challenge, with


over 260 people continuing to participate in further Challenges. To date, nearly 500 people have created mywellness cloud


accounts, through which Challenge participants can track their progress – users and instructors can view their data, their position on the Challenge leaderboard and their overall activity levels online. This can be done through members’ personal mywellness cloud accounts on the VISIOWEB screens, at home via www.mywellness.com, or on the go through the mywellness iPhone and Android mobile apps. Soderman continues: “Feedback on the equipment and


technology has been excellent. Our customers have a real sense of pride in their new facility, evidenced by our highest ever membership sales following the refurbishment.” To date, the Dolphin Centre has seen a 65 per cent increase


in membership sales since the refi t, and this year the club celebrated its highest ever sales performance for July. For more information: www.technogym.com


84 Read Health Club Management online at healthclubmanagement.co.uk/digital September 2013 © Cybertrek 2013


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