Study of over 2.4 million visits across a six month period evidence the power of digital solutions
Places Leisure launched the Places Locker app in 2017 – created in partnership with Technogym and powered by mywellness cloud with the mission of creating active places and healthy people with a focus on improved engagement within their 96 centres with gyms.
The Places Locker app allows member to track gym activity, follow guided exercises and designed workouts, track outdoor activity using apps and wearables such as MapMyFitness, Strava, Polar, FitBit, access and book class bookings and access fitness challenges. The members also benefit from a more personalised service from instructors since the insight allows instructors to interact meaningfully and relevantly with each customer.
The solution was rolled out as a solution for members and non-members alike in line with Places Leisure’s mission to provide a strong experience aligned to their mission of increasing participation in physical activity. “The original remit for the app was to boost the visibility of activity levels both for customers and for the fitness teams at the sites they visit, but the solution delivered so much more than that.” Comments Jamie Brown, Head of Commercial Activities at Places Leisure.
Research and Analysis
Places Leisure required measured analysis of the effectiveness of their member engagement technology solutions. There was a strong belief amongst all stakeholders that the technology was effective for engagement and supporting members. GGFit, an independent consultancy specialising in data analysis and member retention were appointed to study the effect of the Places Locker App and mywellness cloud on member engagement. A dedicated 6-month study showed a marked increase in member engagement and provided staff with positive efficacy feedback.The research focused on 14 Places Leisure sites, using membership data from the XnLeisure front of house system and mywellness cloud across a total of 2.34 million visits over the course of 6 months from April to September 2018. The analysis of 47,816 live members showed that the majority of Places members – 83% - are on the mywellness cloud system and 33% have a mywellness account and downloaded the app.
Results
The difference in member engagement with the app is significant. Members who are not on the mywellness cloud system visit 4.2 times per month whilst members on mywellness cloud but with no app visit 5.0 times per month and members with the Places Locker App visit 50% more at 7.5 times per month on average. As you would expect, more visits mean members stay longer too, and consequently there is a two month uplift in average length of stay for members who use the app.There are a multitude of reasons why Places Locker members are more engaged, from activity and class bookings, tracking workouts, accessing fitness challenges. The members also benefit from a more personalised service from instructors since the insight allows instructors to interact meaningfully and relevantly with each customer.
The best performing sites like Places Leisure Eastleigh, Parish Wharf Leisure Centre and Riverside Leisure Centre evidence best member engagement with up to 50% of members on Places Locker app. They also show better training programme renewal status and member contact logging such as “Gym Floor Interaction” and “Body Measurement”. The study showed the result of these interactions evidencing what the gym staff are doing is working.
“Closing this instructor efficiency feedback loop is a critical factor in improving member retention. Furthermore accessing this kind of data is one of the biggest benefits of using the mywellness system to assess its impact and make informed decisions on the next steps.” says Guy Griffiths, Managing Director of GGFit.
“It’s great to have conclusive, independent proof that the technology is working, and to see where it’s working best. We’re using this study to improve our management and execution of the technology and make technical changes to increase member download and use of the Places Locker app. We are also adding more app functionality and data focus to increase the benefits to members and to ensure we create more active places and healthy people.” Adds Jamie Brown at Places Leisure.
Next steps
Following on from the great success of the project, Technogym have been selected at the partner of choice for the full offering of cardio, strength and mywellness cloud digital solution as part of a three-year agreement. Steve Barton, Managing Director of Technogym UK, comments: “We are delighted to be working in partnership with Places Leisure to help create fantastic facilities for the local community, deliver engaging member experiences and a seamless digital member journey. The results from the study clearly illustrate the value of investing in technology and how this can improve both engagement and attendance, as well as the power of our mywellness cloud solution.”
END
ABOUT TECHNOGYM
Founded in 1983, Technogym is the world’s leading manufacturer of state-of-the-art fitness equipment and digital solutions, renowned for innovative design and next-generation, future-proof technology. Technogym provides a complete range of cardio, strength and functional equipment alongside a digital cloud-based platform allowing consumers to connect with their personal wellness experience anywhere, both on equipment and via mobile when outdoors.
With more than 30 years’ experience and a presence in over 100 countries, Technogym provides fitness equipment and solutions for fitness clubs, homes, hotels, spas, rehabilitation centres, corporate gyms, universities, professional sports facilities and more. Not only does Technogym help 35 million people boost their physical and mental health with exercise every day, but it also supplies champion athletes and teams including AC Milan and McLaren, and has been the official supplier for the last seven editions of the Olympic Games.
For more information, contact:
Emily Williams – Trade Marketing Manager
E: emiwilliams@technogym.com
T: 07500 026275
No comments:
Post a Comment