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Rasmus Ingerslev


Founder, Fresh Fitness Denmark / executive vice chair, Wexer Virtual


Today’s consumers expect flexibility and ease of use. When we launched low-cost operation Fresh Fitness, we wanted to create a friction-free experience – and as part of that we created cashless payments in our vending machines. When members join, they receive an RFID-chip bracelet tied to their membership and hence their bank account: whatever they spend in the vending machines is deducted directly from their account, alongside their membership fee. Put simply, no member can enter the


club without their wristband, and with the wristband all products are readily available without having to queue behind someone enquiring about membership. Applying this technology (provided


by Gantner and Exerp), combined with continuous testing to ensure we had the right number of vending machines and product mix, made it possible to increase sales from vending machines to around 10 per cent of total revenue. I enjoyed a similar ‘ease of payment’


experience in the US when testing Barry’s Bootcamp. They’ve applied a seamless payment method whereby purchases are charged from your credit card, which they have on fi le, making your visit hassle-free and making it easier to spend more money. I have no doubt we’ll see more of this tech development in general, as well as in our industry. Applied well, it will help drive revenue and profi t for operators.


July 2015 © Cybertrek 2015


DiR’s software allows users to have an ‘à la carte’ membership


Ramon Canela Founder and general manager, Clubs DiR


DiR’s in-house IT team has developed a unique and pioneering software enabling us to create the first ‘à la carte’ gym in the world. Now more than 6,500 members at 13 of DiR’s 17 clubs in Barcelona pay only for the services they use. Members can still opt for a


traditional all-inclusive membership, which ranges from €60–150 a month depending on which club they’re a member of, access time, age of the member and so on. Alternatively, at 13 of our 17 clubs,


they can choose the ‘à la carte’ membership, which offers access to


the fi tness area and virtual classes for €25 a month, but which also enables them to add other individual services to their membership. Our technology investment


includes entry turnstiles that read the fi ngerprint and face of the user, as well as touchscreens to hire additional services; these services are paid for directly from members’ bank accounts. The ‘à la carte’ membership starts


at €25, with 35 additional services on offer including peak time access to the clubs, changing room access and towel hire, group activities with an instructor, the swimming pool, solarium and spa pool. Additional services vary in price from €2–€11


depending on the length of the hire, and members can modify their choices at any time. Average membership across the group is now €46 a month. If consumers can choose ‘à la


carte’ in a restaurant or when choosing accessories for a new car, why shouldn’t they with their fi tness offering? DiR has made it possible and it’s enabled us to gain new customers, as well as retaining existing members: whatever level of package they buy in to, they’re getting good value for money, because they’re paying for the services they really want.


Ramon Canela Read Health Club Management online at healthclubmanagement.co.uk/digital 49


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