Jo Farrier, head of commercial and resources at Active Northumberland, talks about how a strategic partnership with Technogym is changing public perceptions of council leisure facilities

The Active Northumberland charitable trust manages 15 leisure facilities on behalf of Northumberland County Council. The trust is committed to helping people make healthy lifestyle choices by offering leisure services that improve the long-term health of Northumberland’s huge and varied population.

The charity is also committed to creating outstanding facilities that challenge the outdated image of council leisure. At Blyth Sports Centre, for example, it has turned a 50-year-old site into a truly world-class facility.

Visionary partner
As part of its health in the community strategy, Active Northumberland has partnered with Technogym on design, equipment and digital solutions across its facilities.

“Technogym provides us with much more than equipment,” says Jo Farrier, head of commercial and resources. “They’re constantly innovating, which means we can invest in products that meet diverse needs. Technogym helps us interact with different groups and provide an excellent member experience every time.”

Blyth Sports Centre is one of Active Northumberland’s largest and oldest sites and was ripe for investment. The charity needed to create a unique facility that delivered an exceptional experience, without increasing membership fees.

“It was important the community around Blyth felt valued and investing in Technogym equipment shows them how much we care about their health and fitness’” says Farrier. “Blyth Sports Centre definitely has the wow-factor now and members say they’re honoured to have this calibre of digital fitness equipment in their local gym.”

Farrier and her team are continually thinking not just about the needs of current members, but also about what will best engage the next generation. Technogym’s innovative approach to digital connectivity helps the team create a member experience that appeals to all ages.

Dedicated Group Cycle studio
The next phase to open at Blyth Sports Centre will be a Technogym Group Cycle studio. The site previously had generic indoor cycling classes in a shared studio, but this is the first time it has offered a dedicated space with the Technogym format.

“By introducing Group Cycle we’re providing more choice, with both timetabled classes and a digital option with virtual classes, so use of the studio space is always being maximised,” says Farrier. “The class experience is fantastic, combining group exercise in a fun and interactive way. The music integrates with the visual effects and members can see their performance metrics, creating a unique and different environment for each class.”

Group Cycle provides members with three experiences in a single environment, with FreeBeat, Peak and Virtual classes. Over the next 12 months, the charity will install Group Cycle at all its larger sites.

The investment in Group Cycle brings this part of the customer journey onto Mywellness, where members can view class schedules, sign up for classes, reserve their preferred bike and check class results, all within the Mywellness app.

The member journey on Mywellness
Active Northumberland is rolling out Mywellness to all its facilities as part of a drive to create a recognisable experience across all sites.

The Mywellness app is introduced as part of member on-boarding, and customers are encouraged to use it to book consultations, track their activity, access programming, and engage with the Technogym equipment.

“The members at Blyth are astonished by the Technogym smart equipment,” says Farrier. “We’ve also added Technogym’s Excite Live cardio equipment and members love being able to use the QR codes to log in and record their workouts, plus having a virtual coach there encouraging them through their session. It’s very motivating and simple to use.”

Future investments
With three new facilities at Ponteland, Berwick and Morpeth opening over the next 12 months, Active Northumberland is working hard to keep as many people in the county engaged with physical activity as possible.

“Working with Technogym is a real partnership,” says Farrier, “The Technogym team listens, makes suggestions and comes up with the most relevant solutions for our customers. That dynamic is what makes the relationship work so well. Technogym helps us stand out and offer much more than people expect.”

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