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MoveGB ADVERTISEMENT PROMOTION


With retention rates that are twice the industry average and an opportunity for fitness partners to double their profits with a league of new members, MoveGB’s innovative membership model is a risk-free and lucrative proposition for operators, says MD Justin Mendleton.


Managing director Justin Mendleton says MoveGB acts like a large corporate client for health clubs


ALL THE RIGHT MOVES


Where did the idea for MoveGB come from and when did it launch? MoveGB was founded by Alister Rollins following the sale of his company, Te Retention People (TRP), the market leader for loyalty and customer experience solu- tions to the industry. Aſter seeing the success of new industry


models like iTunes and more recently Uber, we were convinced there was a better model for our industry, one that could more closely align the behaviour of exercisers with the commercial models of fitness operators and generate life long relationships between con- sumer and provider. If customers are worth more, businesses can afford to spend more keeping them active, which further increases their loyalty and value. We are seeing this vision materialise with 100s of our health club partners as we roll out across the UK. We launched in Bristol in January 2013


and now have over 10,000 users joining every month and are doubling the profits for most of our partners.


What does MoveGB offer consumers? We offer a universal fitness membership, allowing our customers to ‘move’ anywhere under one simple monthly plan. Venues in our network include a diverse range of oper- ators such as gyms, leisure centres, climbing centres, boot camps, yoga, golf, bike rental, paddle boarding, sports massage, personal training etc. So it’s a unique proposition for


our members, most of whom want diver- sity in their exercise regime to keep them motivated. Our model also works well for commuters and travellers, as well interna- tionally (MoveUSA is already live in NYC).


How does the scheme work in practice? We offer all new users a free trial to try out our partners. If they decide to continue, they can purchase one of our monthly Passport Plans based on how oſten they prefer to move each week.


What’s the price point? Our payment plans vary regionally but are always priced above our partner clubs, so it’s just a bit more than the average gym membership in any city. We’ve also recently launched a Premium Passport, which includes high-end operators like Te Park Club and several 5-star spas.


How many sites/activities are you affiliated with? We are close to a thousand providers in the network and hundreds more join each month. We are live in NYC, London, Bristol, Southampton, Plymouth, Bath and Lincoln. Our roll out plans will see a further 20 UK cities live this year. We’re working with major brands such


as Fitness First, Total Fitness and Everyone Active, through to independent chains like Soho Gyms and many single sites.


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Why should operators partner with MoveGB? We are like a large corporate account to our partners, bringing them totally new and committed members at zero cost of acquisition. We’re effectively a free market- ing service for them. As well as paying our partners for our members to access their facilities, many of our trial users convert to direct members of our partners.


What other benefits do you offer to clubs? Tere’s no fee for partners to join our net- work and no contractual tie-in, so partners can pull out with 48 hours notice. It’s a risk-free proposition for them. We believe strongly that all relationships should be based on mutual value not legal contracts.


What other services do you offer? We resell partners’ additional services including PT, massage services as well as activities or courses that some of our spe- cialist activity partners may provide.


Can you tell us more about your coaching division? We offer a proactive concierge service to our members to help keep them active. We also use a lot of smart technology like TRP to monitor our members and engage when motivation is needed. One of the problems the industry suffers from is a bad reputation for service. We’re


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