MOVEGB PROMOTION All the right moves
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
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, The Retention People (TRP), the market leader for loyalty and customer experience solutions to the industry. After 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 fi tness operators and generate life long relationships between consumer 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 profi ts 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 operators such as gyms, leisure centres, climbing centres, boot camps, yoga, golf, bike rental, paddle
Managing director Justin Mendleton says MoveGB acts like a large corporate client for health clubs
boarding, sports massage, personal training etc. So it’s a unique proposition for our members, most of whom want diversity in their exercise regime to keep them motivated. Our model also works well for commuters and travellers, as well internationally (MoveUSA is already live in NYC).
How does the scheme work? 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 often 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 The 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
30 Read Health Club Management online at
healthclubmanagement.co.uk/digital
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.
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 marketing service for them. As well as paying our partners for our members to access their facilities, many of our trial users go on to convert to direct members of our partners.
What other benefits do you offer to clubs? There’s no fee for partners to join our network and there’s no contractual tie-in, so partners can pull out with just 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 specialist activity partners may provide.
June 2015 © Cybertrek 2015
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