HCM Issue 4 2021

Page 81

PHOTO: FRAME

Developer: Fisikal Client: Frame Fitness Studios Where: UK ● www.fisikal.com

Rob Lander Fisikal Fisikal partnered with Frame to create a new digital studio in order to keep servicing ‘Framers’ through lockdown restrictions and to improve business efficiencies. Over the years, the studio software had evolved into a ‘filo pastry’ of layers, which needed to be simplified and restructured. The integration extended Frame’s high-energy in-club experience to an online offering, digitising the business with a website to cater for studio, ondemand and live-stream classes. We integrated business operations into one system, allowing Frame to provide a more efficient and personalised

Developer: Perfect Gym Client: Club Towers Location: UK ● www.perfectgym.com

customer journey, while streamlining business payments and bookings, saving the team thousands in software fees. Through the online studio, Frame has 6,000 members using on-demand subscriptions and thousands more booking into livestream classes. We also developed bespoke functionalities for Frame, including dynamic pricing, an interactive option for members to tag classes by their mood, and a ‘waterfall’ filter system so specific classes can be easily found through Frame filters. Digitalisation has contributed to futureproofing the business. The online studio is essentially an entirely new studio, without property costs and with the ability to engage members across the globe.

Reports track, identify and engage members at risk of churn

Lewis Stowe Perfect Gym

PHOTO: PERFECT GYM

Frame membership is now open globally PHOTO: FISIKAL

Frame has 6,000 members using on-demand and thousands more booking into livestream

Owners of Club Towers, a health and racquet club in the UK, understand the club’s operating software is a key part of the member experience. As membership increased, its needs outgrew the previous provider and then came COVID-19, bringing with it new challenges, such the provision of greater levels of access control and the need to engage members who couldn’t come to the facility, meaning Club Towers needed a new, unified system. Perfect Gym worked to unify its three zones under one system, a process that has previously required manual harmonising. In addition, the company helped

the club implement a new family membership, where individuals on one account could have different levels of facility access. It was important for the club to be able to notify individual members about things such as cancellations and the system’s individual messaging and automation functionality has been deployed to ensure communications are relevant to the members who receive them. Member management is now unified under one system, tracking customer engagement and communications while making customisable memberships easy. Since implementation, Perfect Gym is at the heart of the Club Towers system, user portal and white label app, enabling the club to continue to tailor its interface to improve its full club experience. ©Cybertrek 2021 Issue 4 2021

81