Health Club Management October 2019

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HCM PEOPLE

People often assume that those who pay more stay longer, but we don’t see this. What we see is that if you have PT you stay longer because you use more, not because you pay more

JOSÉ TEIXEIRA SC FITNESS, PORTUGAL: HEAD OF CUSTOMER EXPERIENCE What’s your back story? I was a professional athlete in beach volleyball and studied a degree in Sports and Physical Education, before joining Sonae Capital in 2004. Starting as a sales consultant, I went on to be club manager, area manager, operations director and now head of customer experience for the group, overseeing projects, innovation and data. What does your role as head of customer experience involve? My role is to improve service quality and length of stay of our clients. Data is the key to this: we have a business intelligence department with two business analysts and a psychologist. Our company no longer has to make assumptions, we can work out the reason and support it with numbers. We have a lot of data about members: not only information like age, gender, height, weight and health, but their length of stay, and their usage. We track entries and exits of group exercise classes and use sensor cameras to get further usage data, we profi le clients, as well as monitor who is coming and who is leaving. Has this data dispelled some previously held assumptions? A lot of them. For example, we have found that overcrowding is much more important than both cleaning and maintenance in terms of its role in causing a member to leave. If there isn’t space to work out, because there aren’t enough treadmills or room in the class, they leave. An instructor missing a class hurts the club a lot more than some hair in 16

José Teixeira says analysing data is key to understanding your members

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