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PAYASUGYM PROMOTION


CASE STUDY


OZONE HEALTH & FITNESS, KINGS CROSS, LONDON


payasUgym delivers new customers to thousands of clubs nationwide, from big-brand chains to specialist and independent operators.


exercise routine, and equally strong preferences for the facilities they use. Gyms that recruit and retain members well do so because of a combination of great pricing, great facilities and great service. The latter is significantly the most important.


Make money from your trialists, and invest new revenue in winning more customers Charging a prospective customer to try your club makes financial sense. While your relationship with that customer remains on an informal basis, you need to maximise the revenue you can get from them. Welcome them to your club, let them try it out, and generate revenue from them at the same time. Additional revenue from casual users


and trialists can be used to acquire new members, or to fund incentives and discounts to drive loyalty and renewal. PayasUgym lets our partners capture contact details of customers specifi cally asking for membership options at their club, and use the revenues they make through pass sales to fund this additional acquisition channel.


ABOUT PAYASUGYM


PayasUgym provides lead generation services to over 1700 clubs nationwide. We are the world’s largest single source of independent customer reviews, and facilitate over 3.5 million gym searches every month. Our pass


sales and membership enquiries services help gym operators access new customers and grow revenues. To promote your club through PayasUgym please contact us on: sales@payasugym.com


Just by charging for something they


would have given away for free clubs are able to tap into a highly sophisticated multi-million pound online marketing channel without impacting their marketing spend at all.


Work smarter, not harder It is important to price a single session pass to keep the volume of visitors up, but the time-wasters out. This ensures that new customers are finding your club sustainably, and contributing, not costing, from the first time they step in the door. You can focus on making each visit the best possible experience of your club, resulting in better conversions and positive customer feedback online. It pays to work smarter on outbound


sales and marketing campaigns too. Hammering increasingly aged lapsed member databases, or purchasing generic lists delivers ever diminishing returns. Clubs have to be targeted – and engage customers when they are active in their purchasing decision. We don’t just help clubs identify the right customers to talk to, but when to talk to them – engaging them when their propensity to convert is at it’s highest.


“I stopped all free passes as it seemed pointless to waste time and resources on people that simply wanted to use the club for free. By doing this I have secured a valuable new revenue stream, prevented time wasters, and increased the security of my club as trouble makers simply don’t want the hassle of having to make an online payment to buy a pass which requires them to enter their bank details.” Arend Wissing General Manager


Be seen in the right place Getting your club and your pass seen is crucial. Having a great website is worthless if nobody makes it there. By investing millions of pounds in online marketing, TV advertising, and national partnerships with household brands like Tesco Clubcard, O2 and HSBC, we drive over four million gym searches through our website each month. Independent customer reviews are 16 times more powerful than the next most effective form of paid advertising in informing purchasing decisions, so we reward people for leaving feedback, letting them tell other people how great your club is.


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


May 2014 © Cybertrek 2014


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