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Alliance has helped the Coventry leisure site almost double its members CASE STUDY – Boosting numbers for Coventry Sports & Leisure Centre


Alliance started working with Coventry Sports & Leisure Centre in January 2010, as the facility was on a dramatic slide in terms of members and income. The centre had just finished a three-year contract with another leisure client support company, and were


sceptical that another partnership would work. Alliance took the risk,


believed in its approach and set a plan to empower the whole team. It embedded all of its systems and techniques and focused on the duty manager team to support, mentor and coach


concern. Staff are taught to ‘educate, motivate and inspire’ customers. It’s all about ensuring new joiners


experience a great and varied journey – and we’ve developed targeted training for different areas. For example, we have a fi tness journey, swim journey, extreme skate park journey, spa journey, etc. Never pigeonhole new members into a single activity, because if they engage in multiple journeys, they’ll stay with you for longer. To complement this training, we’ll often fund retention software (we work closely with The Retention People) as part of our offer.


Isn’t this type of intervention too costly for many facilities? Many of the businesses we work with don’t have a big sales team or


May 2014 © Cybertrek 2014


the sales effort. Woodford says: “We transformed the sales and marketing approach and soon turned the decline into growth. We also worked with the fi tness team to ensure the customer experience was rewarding, motivating and helped achieve results.


marketing or training budget – but they don’t necessarily need those things to achieve successful income generation. It’s about making the most of the staff that they have – and we show them exactly how to do that. We even offer a ’No Risk, Income


Share’ option where we give a company all of our products and people, pledge to protect their current level of income – and we only get paid if we actually make a profi t for them. This approach makes us really unique in the marketplace [read more about this business model in next month’s article]. To give an example of this, three


years ago we started working with Cardiff Council, which urgently needed to increase its fi tness and membership


“Membership numbers


were just under 1500 when we started, now they’re at 2950, a 97 per cent increase! And we achieved these numbers in an environment where one of the biggest budget operator has opened just two minutes away.”


income. We pledged to protect its current income plus a further 10 per cent growth before we started taking any commission. Overall the council’s 11 leisure


sites are currently performing 40 per cent higher than when we started working with them three years ago. The council could never have achieved that kind of fi gure on its own, so our intervention represents the true essence of partnership. Also, we’ve never failed to exceed


our targets with any of our clients. ● Contact details:


www.allianceleisure.co.uk Tel: +44 (0)1278 444944


Read Health Club Management online at healthclubmanagement.co.uk/digital 77


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