ISSUE 1 May
WEEKLY
Issue 82 - 7 January 2022
YOUR REGULAR ONLINE UPDATE FOR THE UK FITNESS SCENE
Four crucial member retention strategies to consider in 2022 PAGE 2 Slimming World partners with 1FitLife to launch online exercise videos enhancing programme PAGE 3
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WORKOUT WEEKLY
Four crucial member retention strategies to consider in 2022
If your CRM system is integrated with wearable device technology (like how ClubRight is integrated with MyZone), then your members will only need to complete the signup process once. When done correctly, it’s easy to set up and a super convenient process for your customers and offers instant gratification for new signups. You can combine gamification with the awards strategy by offering prizes when members hit their targets.
By Wayne Heath
WHAT a tough year 2021 has been for the fitness industry. After spending the first four months of the year closed due to government lockdowns, gyms and clubs across the UK will be beginning to plan for 2022 and strategising ways to recover from the effects of the COVID-19 pandemic. One area that must not be overlooked is member retention. The longer you can retain your members, the higher their lifetime value and the more revenue you’ll generate as a result. With that being said, here are the four retention strategies that we predict will be hugely popular in 2022. Employee retention Before we start talking about member retention, let’s discuss employee retention. If you operate a larger organisation with staff, you must be tuned into your employees. Make sure you’re checking in with them and making
Wayne Heath
sure they’re happy. If your employees feel looked after, they’ll be far less likely to leave. After all, happy employees that feel like their opinion is valued and feel like they’re making a difference to the business, they’ll be much more likely to go above and beyond for your customers. Plus, staff that are aligned with the mission and vision of your business tend to perform better. This strategy still applies even if you work alone. You are your most valuable employee, so be sure to check in with yourself and make sure you’re happy with the way you’re running things. Taking a step back can help you identify where you might need some extra help or spot opportunities where technology can reduce your workload. Loyalty programmes go digital Rewarding loyal members is a great way to retain them and keep them coming back for longer. But with the increased amount of technology creeping into the fitness experience, there should be a digital touchpoint of some kind.
For example, offer long-standing members a promo code that they can redeem online to claim a free protein shake on their next visit. Rewarding loyalty digitally makes the experience far more convenient for your members and it’s simple for you to set up too. ClubRight users can even use the dedicated Member Awards feature to assign specific rewards to specific members or groups, which is especially useful to congratulate members on important milestones. Doing so will help your customers feel valued and contribute to better member retention. Gamification and wearable tech Gamification is the strategy of adding games or game-like elements to something to increase participation. In simple terms, create a bit of friendly competition amongst your members to keep them engaged and give them something to work towards beyond their own fitness goals. Leaderboards are an excellent way to get everyone motivated and boost the member experience, as are wearable devices such as MyZone.
Communication doesn’t end when your member leaves the gym The final retention strategy is all about communicating effectively with your customers because their experience doesn’t end when they finish their workout and go home for the day. Use email and push notifications to reach them on their rest days to see how they’re doing. You can also reach members that might be at risk of leaving if you notice they haven’t attended in a while to reengage them. You can also publish On-Demand content that your customers can benefit from when they’re not at your premises is also an effective way to make sure you’re still on their radar. These are the most crucial retention strategies of 2022, the common theme being using technology to improve the member experience and keep your customers paying you for longer. A seamless member experience is key and this can be achieved by making things as convenient as possible for your customers, whether it’s claiming a reward or renewing a membership. n Wayne Heath is the founder and CEO of ClubRight. Email enquiries@clubright.co.uk or call 0203 884 9777
Marketing calendar dates to give your gym a boost By Katie Landers FAIL to plan and plan to fail. With this in mind we’ve pulled together a list of dates to add into your marketing calendar and leverage your marketing activities off. We’ve even given a few ideas of different sales and events you could run in your club. This is by no means an exhaustive list, but a great start to help build your yearly plan! January 1 – New Year: New Year, fresh Start – Join for £1 February 14– Valentine’s Day: Be My Valentine three-month gift voucher February 17 – Random Acts Of Kindness Day: Free PT session when you join today March 8 – International Women’s Day:Spa voucher for every new joiner March 27 – Mother’s Day: Bring your Mother for free April 1 – April Fools Day: User
generated content – best April Fools prank April 15 to 18 – Easter four-day sale –
15 per cent off all memberships June 19 – Fathers Day: Fathers train free
September 28 – National Fitness Day: Member achievement spotlight stories October 10 – World Mental Health Day: Free open day October 31 – Halloween: Freaky Flash Sale November 1 to 30 – Movember: Movember members – Social posts supporting fundraisers November 19 – International Men’s Day: Membership giveaway – nominate someone deserving November 25 – Black Friday: Black Friday Sale – get your first month free December 11 – Christmas Jumper Day: Christmas themed classes – jumpers optional n Kate Landers is the advertising accounts manager at Creative Fitness Marketing, an agency specialising in membership drives for health clubs in the UK. For more visit https://uk.cfm.net
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WORKOUT WEEKLY
Slimming World partners with 1FitLife to launch online exercise videos enhancing programme SLIMMING World has partnered with digital workout specialist 1FitLife to create 52 bespoke Body Magic fitness videos to support its group and online members to make being active part of their daily routine. The move comes after Slimming World’s research showed there was demand for more online resources for members at every stage of being active. The Body Magic content has been designed to support members from true beginners to those wanting ideas about how to build in new ways of being active, and offers resources that are fully accessible. Dr Jacquie Lavin, head of research and scientific affairs at Slimming World, said: “Slimming World’s Body Magic programme was first launched in our community groups in 2003 as a way to support our members to change their personal perceptions about exercise and activity. “The idea was to increase their commitment to getting started, helping them gradually increase how much they move, without telling them what they ‘have’ to do. “We offer praise for what they might already be doing, which may be as
simple as short walks, gardening and active housework to start with, and then use this as a starting point to build on, until physical activity becomes a habit and part of everyday life. It’s a behavioural support programme, not an exercise programme, that just guides
people to do activity. “During focus groups, we were amazed to discover how many members knew the government’s physical activity targets. “However, the clear message from our members was they felt so far away from that goal, in their minds, there was no point even starting, which is why we first introduced the Body Magic programme.” David Langridge is managing director at 1FitLife, which creates online physical activity content for many well-known fitness brands, worked with Slimming World to produce the videos to enhance its Body Magic programme. He added: “We’ve created this content without assuming a baseline fitness or a level of physical literacy from its users. “The videos have been filmed in realistic and attainable segments of five, 10 and 15 minutes, so Slimming World’s members can create a routine before building on it, to ensure it becomes a sustainable lifestyle habit.” Jacquie added: “We chose to work with 1FitLife because we felt we needed to look for a long-term partner with expertise and a track record in creating high-quality activity videos. “We’re passionate about inspiring and
motivating members to get moving and form new healthy habits by tackling both the physical and mental barriers they may have. “We needed a partner that felt as passionately as we did about encouraging people to become more active whilst also being accessible. 1FitLife have created a library of videos with realistic and achievable routines for all of our members, regardless of their ability and fitness.” David concluded: “The tone of voice and the language of our carefully selected instructors is extremely important for Slimming World’s members. “The online content ‘feels’ like Slimming World. They’re warm, friendly and reassuring, and range in age from mid-20s into their 70s. “Our instructors use simple language, straightforward directives and positive encouragement, especially aimed for people who lack confidence or may never have exercised. “And, because it was filmed in a ‘home from home’ environment with the instructors in a ‘living room setting’, it reinforces the narrative that it is relatable and non-threatening.”
triyoga joins United Fitness Brands’ portfolio TRIYOGA will be the fourth brand to join the newly launched fitness and wellbeing ‘supergroup’ United Fitness Brands that already houses Boom Cycle, KOBOX and Barrecore. Established in 2000, triyoga has become London’s top destination for yoga, Pilates and treatments with the aim to inspire and help people lead healthier lives. Founded by Jonathan Sattin with the vision of creating the highest quality centres for true wellbeing that combine the three key elements – yoga, Pilates and treatments. The brand prides itself on supporting a community of teachers, therapists, students and staff who feel triyoga is their home. Opening the doors to their first Studio in Primrose Hill (now located Group Editor: Judith Halkerston Tel: 01226 734639 jh@scriptmedia. co.uk
Sales and marketing
Group production editor: Dominic Musgrave Tel: 01226 734407 dm@scriptmedia. co.uk
tb@scriptmedia.
Studio manager: Paul Hopkinson ph@scriptmedia. co.uk
director: Tony Barry Tel: 01226 734605 co.uk
Sales manager: Louise BristoweHarrison Tel: 01226 734699 workout3@ scriptmedia.co.uk
www.workout-uk.co.uk
in Camden), triyoga now operates five studios across the capital– Soho, Chelsea, Camden, Shoreditch and Ealing as well as a thriving online business. Jonathan said: “We have been looking for the right partner to help us secure our future and do our part in keeping yoga going in London, while maintaining our values and growing - these three attributes had to be entwined or it wouldn’t work. “So becoming part of UFB – the home to a number of the UK’s highquality fitness and wellness brands, including Boom Cycle, Barrecore and KOBOX, ticked all the boxes. “I have been working closely with their chairman David Lloyd, Joe Cohen their CEO and Robert Rowland their COO who share our
values and ambitions for triyoga. “They are supportive in keeping the essence and uniqueness of our much-loved triyoga.” triyoga will now come under the UFB umbrella, which is backed by Pembroke VCT, Nectar Capital, Dominvs Group, and chaired by David Lloyd. The procurement of triyoga will extend the United Fitness Brands portfolio to more than 25 sites, operating on a national level, and will further cement their mission to become Europe’s largest boutique studio chain. Joe Cohen, CEO of United Fitness Brands, added: “We are pleased to welcome triyoga to our curation of brands at UFB, we aim to uphold the values of authenticity and excellence that Jonathan and his team have
created at triyoga. “This fusion adds another dimension of wellness to our company that we are looking forward to growing and sharing ideas.” Andrew Wolfson, CEO of Pembroke Investment Managers LLP, concluded: “We are delighted to see United Fitness Brands seizing this opportunity to grow, despite the challenges of the pandemic. “We look forward to supporting Boom Cycle, KOBOX, Barrecore and triyoga in their next stage of growth.” Within the UFB group, each brand will continue to be run by their expert teams under the senior management team at UFB to ensure the highest quality and delivery of every experience, whether it’s a class, workshop, training or treatment.
Ian Rushbury expands the InBody UK team IAN Rushbury has joined InBody as head of product as part of the company’s growth strategy for 2022 and beyond. He has a wealth of industry experience and is well respected. The role is an ideal fit as InBody dramatically expands the product offering, to complement the world leading body composition analysers, to deliver a full range of products to support a variety of new sectors. UK co-director Francesca Cooper said: “The health of the nation is now high on the agenda, following the recovery from the pandemic, and as government takes a fresh view of people taking control of their own health and wellness, it is the correct time to bring a visionary, highly experienced senior member to the
team to help support the growth goals for InBody.” Ian added: “Having been in the industry for 17 years, I have always wanted to help impact as many people as possible. “The potential to positively impact thousands of people in the UK in many different gyms, fitness clubs, health facilities and new sectors, appealed directly to me and my values. “I’m excited to bring my operator and development knowledge to the InBody experience for the customers and their communities.” Ian has now commenced his role and is looking forward to taking InBody UK on the next development phase, surrounded by a strong and motivated team.