SOFTWARE
Intelligent systems
Use software to optimise sports pitch and court bookings
With reams of membership data available at the touch of a button, how can clubs use the information they have at their fingertips to make smarter business decisions? Kate Langrish reports
T
hings have moved on from the days when member data was just a list of names and addresses. The latest
customer management software allows health and fitness clubs to mine detailed information about member preferences, motivations and habits – and use it to drive revenues and increase profits. So why do so many operators make so little use of it? “Typically operators use basic
statistical evaluations of the demographic build-up of their customer databank – gender, age, location and birthday,” says Guenther Poellabauer, sales and marketing director for software provider TAC.
“This is a very basic observation of a company’s customer pool, and a very small percentage of what’s being captured by the software.” In fact, a study by Harvard Business
School found that, such is the volume of digital content and data generated by businesses across the board nowadays,
A previous party booking can be followed up 11 months later
52 Read Health Club Management online at
healthclubmanagement.co.uk/digital
at least 80 per cent of the data captured remains unstructured and unused. So within the health and fi tness sector
specifi cally, what sort of data is being captured that clubs aren’t really using – or at least not using to its full potential?
Making use of space Be honest, how often is your squash court/children’s pool/sports hall/ delete as appropriate, empty? One of the areas many clubs leak profit is in the under-utilisation of certain areas, and even certain classes. “More and more, people want to
understand how to make better use of their empty spaces, be it in bookable areas or classes. Software systems allow clubs to contact members who have done certain things before, and who would therefore be likely respondents in the future – for example, sending an email to fi ve-a-side users if a pitch is free, or inviting parents to book a birthday party for their child 11 months after the previous booking,” says Georgia Dowdeswell, senior product design lead at Gladstone Health & Leisure. It’s one thing knowing how many
people are in your club at any one time, October 2014 © Cybertrek 2014
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