This page contains a Flash digital edition of a book.
MEMBER PAYMENTS


Money talks N


ew innovations in technology, changing consumer preferences and new business models


adopted by health clubs, which are increasingly moving away from monthly direct debits towards more flexible usage patterns and payment schemes – all these trends are having an impact on the ways in which gym users expect to be able to pay for products and services. But it seems the more ways there


are to spend, the longer the list of considerations. Should clubs move towards a cashless system in-club that might encourage members to spend more money, but that also requires a not insignifi cant upfront investment? If people book into classes via their


smartphones, how should they pay – online, in-club or on account? Should clubs develop apps that allow for online bookings and payment? And are there any facets of the health


club business where direct debits still work well? For example Sean Maguire, COO of software provider Legend, has noticed some operators putting quarterly payments like swimming lessons onto direct debit, as this reduces the admin that comes with renewals and makes things easier for the customer as well as the leisure facility.


Going cashless According to Alexander Egele, business development manager at Gantner, with the low-cost sector causing membership


Consumers want convenience and clubs want to make it easy for them to spend money, so are member payment systems keeping up with both consumer and industry trends? Kath Hudson reports


fees to fall across Europe, there’s more pressure on clubs to make money out of secondary spend – including monetising services like showers. “The best way to generate income


while still giving members a good experience is by using cashless payments,” says Egele. “This makes it easier for people to spend money, which means they’re more likely to do so.” Going cashless involves using


membership cards, or better still for a wet environment, wristbands. These can be used for access, lockers and to pay for products and services. “There’s still some hesitation in the


UK, but cashless payment is now very popular in Europe. Some operators allow members to run up credit, but


Cashless payment devices can be installed around the club, allowing members to swipe in for optional services such as studio classes and showers


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


Quality vending can help a club avoid the costs of running a café


July 2014 © Cybertrek 2014


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92