TECH SERIES
“The smartphone might just be the most powerful sales and service tool available to support today’s forward-thinking leisure operator”
month-on-month – we needed our own mobile app to keep up with our customers’ needs,” says Rebecca Sawtell, head of marketing and communications.
“MobilePro is quick and easy to navigate, so we hope it will encourage more people to book and pay through this channel, easing the pressure on our front-of-house team.” Michelle Schwick, leisure systems
co-ordinator at Huntingdonshire District Council – which has also taken on MobilePro – adds: “The app helps people on the move to quickly book at their convenience. Within seconds of showing it to a customer, they had downloaded it and started booking classes.” MobilePro also allows customers
to interface with social media sites, sharing their activities and giving even more exposure to individual health clubs and leisure centres. Tom Withers, sales and marketing
director at Gladstone, says: “We think the smartphone might just be the most powerful sales and service tool available to support today’s forward-thinking leisure operator. As well as a great communication tool with voice, text and email in your pocket, a member’s smartphone is both a social media portal
TRP’s app replaces membership cards with a barcode
and a mobile shopping basket. With this in mind, we created MobilePro to help clubs stay connected to their customers and let them purchase on the move.” Meanwhile, Serco Leisure has
implemented Legend Club Management Systems’ mobile application for online bookings. Developed by Legend to make it much easier to book classes and courts via smartphones, the app is offered to customers as a free upgrade to its online services. Serco members could already make
bookings online, but having examined the statistics, Serco noticed that 30 per cent of the traffi c to its website – in particular the booking pages of the site – was coming from mobile browsers. During the initial trial of the app in
three of its leisure centres, Serco saw a signifi cant increase in the number of mobile bookings – in particular Harborough Leisure Centre, where there has been a 25 per cent increase.
The app has received such positive feedback from members that Serco is now rolling the solution out nationally. The mobile app is also fully integrated
with the core Legend database, so Serco can see who books via the app, enabling it to build a better view of members’ behaviour and provide continuous improvement in the way its services and customer service are delivered. Sean Maguire, Legend MD, says:
“We’re seeing a channel shift in front of our very eyes. Mobile apps are a vital way for leisure operators to further improve customer service and at the same time enhance data integrity and business intelligence. In fact, mobile is the key to another very important objective: seeing a step increase in the take-up of self-service initiatives.”
The MINDBODY app lets users book, pay for and review classes through one log-in 70 Read Health Club Management online at
healthclubmanagement.co.uk/digital
Broader functionality Many other software providers now have apps available. ClubWise, for example, has an app called CW4Members, which allows members to book PT sessions and classes by activity or by specific trainer. They can also manage their sessions by seeing how many they have booked, attended and how many they have left in any multi-session packages they may have purchased. In addition, they can refer friends, linking to ClubWise’s member rewards scheme (for every friend the member refers, they receive £1 off their monthly membership for as long as their friend is a member of the club) and then view referrals and see how much they are saving. There’s also an option to view and amend personal details, view account statement and contract details, and communicate with the club by requesting a call or sending feedback.
June 2014 © Cybertrek 2014
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