ALLIANCE LEISURE PROMOTION
CLIENT SUPPORT (PART TWO)
Leisure centres have a way to increase their sales, income and reach
without any fi nancial outlay. Alliance Leisure’s client support manager, Paul Woodford, explains how the company’s ‘No Risk’ package works
What does your No Risk, Performance-based support package entail? It’s something that’s unique to Alliance Leisure – you won’t find it offered by any other company. We bundle all our products together – anything from training courses to e-marketing software – and the client benefi ts from a huge amount of resources, which represents a great saving. The package we offer to leisure sites
is a true partnership where we take all the risk upfront, meaning there’s no upfront costs for the operator. Also, we are in the partnership for the long haul – usually around fi ve years. It’s certainly not just a question of sending a sales team into a facility for a short while or doing some one-off training. But of course, we’re not just there to
create savings for them, but to actively grow their income.
Why should a leisure site employ your services? In the current financial climate many facilities, especially local authorities or trusts, simply don’t have the budget to develop their businesses. Even if they did have a budget to begin with,
Follow the series
To view the whole series of articles on Alliance Leisure’s offering, visit:
www.healthclubmanagement.co.uk/allianceleisure
1. Scoping/investigation 2. Conceptualisation 3. Viability assessment 4. Site investigation
5. Fixed price contracts 6. Overseeing the building work
7. Ordering phase
marketing and training budgets are the first things to disappear in a cost-cutting exercise. We only take an income when we hit
and exceed the target that we’ve set within the partnership with the client for income growth.
It sounds perfect – so why wouldn’t a business want to take up this kind of offer? Obviously if a site is performing well they wouldn’t want to bring us into the mix. But the reality is that most of these businesses need some help. Also, it’s not just a case of us coming in to bring revenues back up to sustainable levels, but about creating fresh income sources that the site would never have achieved on its own.
8. Client support (part 1)
9. Client support (part 2)
Apart from your complete bundle of products and resources, what else do clients receive? The first thing we do once the contract is agreed is to assign them a dedicated account manager who becomes like one of their permanent members of staff. This account manager might attend the site or sites several times a week or several times a month, depending on the scale of the contract and the requirements of the client. It’s important to note that our
representative is certainly not a threat to the existing staff or there to make any cuts to the current operations. They’re there to coach staff and
mentor them, and to co-ordinate and ensure the correct implementation of our marketing strategies and the required training, etc.
What percentage of Alliance Leisure’s business does income share represent? As we work with many local authority leisure sites, just about half of our business is now conducted on an income share basis. We don’t currently work with any private operators in this way, but that’s not to say we wouldn’t consider it if approached by an appropriate client.
The Alliance Leisure team have refreshed the branding across BCC’s fi tness gyms 74 Read Health Club Management online at
healthclubmanagement.co.uk/digital
Can you give us an example of successful income share project? Birmingham City Council approached us. It had 10 constituencies where all
June 2014 © Cybertrek 2014
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