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Health Club Management

Health Club Management

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UNITING THE WORLD OF FITNESS
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Health Club Management

Health Club Management

features

EXERP Promotion

The UK’s leading low-cost operator Pure Gym is rolling out the centralised chain management system from Exerp to facilitate its ambitious plans for expansion

Published in Health Club Management 2014 issue 3

Pure Gym is the UK’s leading affordable gym chain. Formed in 2009, the operator is a major force in the rapidly growing low-cost segment of the £4bn UK gym market with some 61 clubs. The company currently serves more than 350,000 members offering gym memberships from £10.99 a month with no fixed contract. All memberships are processed online to keep fees as low as possible. Members have access to a wide range of free exercise classes in some of the UK’s largest gyms 24 hours a day, seven days a week.

Ranked 23rd in the Sunday Times Fast Track 100 in 2013, a league table of the UK’s most successful private companies, Pure Gym was acquired by US private equity firm CCMP Capital Advisors last May. The company has just agreed a merger with 42 club chain The Gym Group, which is pending regulatory approval. Detailed plans for the merged business have still to be announced, however further expansion will inevitably be high on the agenda.

A new IT system was crucial for the company’s growth plans, says Andrew Forsyth, IT manager at Pure Gym: “Our previous system had been developed bespoke for us and had served us very well. But it was designed to support just six or seven sites, and although it had grown as the chain expanded, we needed to move to the next level to get a better understanding of our members.”

Pure Gym chose the centralised chain management system from international software provider Exerp. The Copenhagen-based company provides software solutions exclusively for some of Europe´s largest health club operators including SATS and Holmes Place Europe. This was a key attraction for Pure Gym, says its chief financial officer Adam Bellamy.

“We have large volumes of members using our fitness facilities. The Exerp system is designed specifically for the fitness industry unlike some of the other more generic products available.”

Robust reporting
“Pure Gym has got off to a racing start, but as we develop it’s vital that we understand exactly who our customers are, what they want and how we can meet their needs,” says Bellamy. This poses more of a challenge for a low-cost operator like Pure Gym. The business is heavily reliant on IT; members join online or via a kiosk in a club and contact a call centre for any payment and club enquiries. This means it has less opportunity than a full service club to engage with members face to face.

Robust reporting was therefore a fundamental requirement of the new system. With Exerp, Pure Gym can feed more information into its database, which in turn provides greater visibility of members and their usage patterns.

“We now have a much clearer view of members from how often people use our clubs and how far they travel to get there to which classes they’ve booked. It allows us to identify trends and better target our members,” says Forsyth.

The new system also gives general and regional managers greater insight into each club’s performance allowing them to measure how well the clubs are doing against KPIs and sales targets on a daily basis. The system also needed to satisfy the reporting requirements of its new owner CCMP, says Bellamy. “Data is really important to private equity firms. They buy businesses with great growth prospects, but in order to understand how these businesses can grow further, they need access to good data.”

Before implementing the Exerp solution, Pure Gym held data in three systems. Now merged into one solution, the company has a single, holistic view of its customers, says Bellamy: “We don’t burden our members with contracts so we can’t sit back having locked them in for a 12 month period. We have to be alert to the way our members use our clubs. Having all the data about our members from their payment history to their usage habits in one place is a massive advantage for us.”

Exerp’s comprehensive API was another attraction. Based on the standard web service SOAP, it allows external systems to read and update almost all member related data.

“As a fully online business, it was crucial that the new system could easily integrate with third party systems from the joining process and class bookings to member services. Essentially, everything members see on our website feeds back to the Exerp system,” says Forsyth.

The new system has also allowed the company to take its billing services/direct debit collection in-house and now members can pay any debt online.

Pure Gym is the first Exerp client to do daily direct debit collections. “Exerp were able to incorporate this functionality for us, which shows just how flexible the system is,” says Forsyth.

However, this placed tight deadlines on the implementation process, which launched at a pilot site in November and rolled out across the entire group in January. A smooth and speedy implementation was crucial, says Bellamy: “We are highly dependent on IT in a number of key areas, it is truly business critical for us. We couldn’t afford for the system to be down for even one day and thankfully Exerp were able to accommodate our needs.”

Robust, flexible and proven, thanks to several successful past conversion experiences, Exerp was able to safely migrate 300,000 members in a period of just four hours.

With the support of the new system, Pure Gym can concentrate on its rapid expansion and serving its members, says Bellamy: “The fitness industry has high attrition rates and these can be higher in the low-cost sector where there are no contracts. We need to satisfy our customers every time they visit us, because they can choose to just walk away if we’re not meeting their needs. Our new IT system will help us to reduce attrition, which is positive for both us and our customers.”

EXERP FACTS

* Exerp serves some of Europe’s largest fitness operators with +100 sites.

* Versatile, scalable and well proven

* Over 1.5 million active members in one live system powered by an Oracle back-end

* Comprehensive API allowing easy integration of third-party systems

* A 100 per cent successful track record

tel: (+45) 3332 4545
web: www.exerp.com
email: [email protected]

If you would like to get each issue of HCM magazine sent direct to you for FREE, plus the weekly HCM ezine, sign up now!
Pure Gym has agreed a merger with The Gym Group
Pure Gym has agreed a merger with The Gym Group
With its plans for expansion, Pure Gym wanted a software solution that was designed for the fitness industry and could cope with a high volume business. It chose to work with Exerp
With its plans for expansion, Pure Gym wanted a software solution that was designed for the fitness industry and could cope with a high volume business. It chose to work with Exerp
With its plans for expansion, Pure Gym wanted a software solution that was designed for the fitness industry and could cope with a high volume business. It chose to work with Exerp
With its plans for expansion, Pure Gym wanted a software solution that was designed for the fitness industry and could cope with a high volume business. It chose to work with Exerp
With its plans for expansion, Pure Gym wanted a software solution that was designed for the fitness industry and could cope with a high volume business. It chose to work with Exerp
With its plans for expansion, Pure Gym wanted a software solution that was designed for the fitness industry and could cope with a high volume business. It chose to work with Exerp
http://www.leisureopportunities.com/images/HCM2014_3exerp.gif
The UK's leading low-cost operator Pure Gym is rolling out the centralised chain management system from Exerp to facilitate its ambitious plans for expansion
People
HCM people

Aaron Smith

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‘KX’ stands for ‘the Kaizen Experience’, which means ‘change for the better’ in Japanese. It’s a philosophy that focuses on continuous improvement. We’re always seeking to improve, not only as a company but as individuals
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features

EXERP Promotion

The UK’s leading low-cost operator Pure Gym is rolling out the centralised chain management system from Exerp to facilitate its ambitious plans for expansion

Published in Health Club Management 2014 issue 3

Pure Gym is the UK’s leading affordable gym chain. Formed in 2009, the operator is a major force in the rapidly growing low-cost segment of the £4bn UK gym market with some 61 clubs. The company currently serves more than 350,000 members offering gym memberships from £10.99 a month with no fixed contract. All memberships are processed online to keep fees as low as possible. Members have access to a wide range of free exercise classes in some of the UK’s largest gyms 24 hours a day, seven days a week.

Ranked 23rd in the Sunday Times Fast Track 100 in 2013, a league table of the UK’s most successful private companies, Pure Gym was acquired by US private equity firm CCMP Capital Advisors last May. The company has just agreed a merger with 42 club chain The Gym Group, which is pending regulatory approval. Detailed plans for the merged business have still to be announced, however further expansion will inevitably be high on the agenda.

A new IT system was crucial for the company’s growth plans, says Andrew Forsyth, IT manager at Pure Gym: “Our previous system had been developed bespoke for us and had served us very well. But it was designed to support just six or seven sites, and although it had grown as the chain expanded, we needed to move to the next level to get a better understanding of our members.”

Pure Gym chose the centralised chain management system from international software provider Exerp. The Copenhagen-based company provides software solutions exclusively for some of Europe´s largest health club operators including SATS and Holmes Place Europe. This was a key attraction for Pure Gym, says its chief financial officer Adam Bellamy.

“We have large volumes of members using our fitness facilities. The Exerp system is designed specifically for the fitness industry unlike some of the other more generic products available.”

Robust reporting
“Pure Gym has got off to a racing start, but as we develop it’s vital that we understand exactly who our customers are, what they want and how we can meet their needs,” says Bellamy. This poses more of a challenge for a low-cost operator like Pure Gym. The business is heavily reliant on IT; members join online or via a kiosk in a club and contact a call centre for any payment and club enquiries. This means it has less opportunity than a full service club to engage with members face to face.

Robust reporting was therefore a fundamental requirement of the new system. With Exerp, Pure Gym can feed more information into its database, which in turn provides greater visibility of members and their usage patterns.

“We now have a much clearer view of members from how often people use our clubs and how far they travel to get there to which classes they’ve booked. It allows us to identify trends and better target our members,” says Forsyth.

The new system also gives general and regional managers greater insight into each club’s performance allowing them to measure how well the clubs are doing against KPIs and sales targets on a daily basis. The system also needed to satisfy the reporting requirements of its new owner CCMP, says Bellamy. “Data is really important to private equity firms. They buy businesses with great growth prospects, but in order to understand how these businesses can grow further, they need access to good data.”

Before implementing the Exerp solution, Pure Gym held data in three systems. Now merged into one solution, the company has a single, holistic view of its customers, says Bellamy: “We don’t burden our members with contracts so we can’t sit back having locked them in for a 12 month period. We have to be alert to the way our members use our clubs. Having all the data about our members from their payment history to their usage habits in one place is a massive advantage for us.”

Exerp’s comprehensive API was another attraction. Based on the standard web service SOAP, it allows external systems to read and update almost all member related data.

“As a fully online business, it was crucial that the new system could easily integrate with third party systems from the joining process and class bookings to member services. Essentially, everything members see on our website feeds back to the Exerp system,” says Forsyth.

The new system has also allowed the company to take its billing services/direct debit collection in-house and now members can pay any debt online.

Pure Gym is the first Exerp client to do daily direct debit collections. “Exerp were able to incorporate this functionality for us, which shows just how flexible the system is,” says Forsyth.

However, this placed tight deadlines on the implementation process, which launched at a pilot site in November and rolled out across the entire group in January. A smooth and speedy implementation was crucial, says Bellamy: “We are highly dependent on IT in a number of key areas, it is truly business critical for us. We couldn’t afford for the system to be down for even one day and thankfully Exerp were able to accommodate our needs.”

Robust, flexible and proven, thanks to several successful past conversion experiences, Exerp was able to safely migrate 300,000 members in a period of just four hours.

With the support of the new system, Pure Gym can concentrate on its rapid expansion and serving its members, says Bellamy: “The fitness industry has high attrition rates and these can be higher in the low-cost sector where there are no contracts. We need to satisfy our customers every time they visit us, because they can choose to just walk away if we’re not meeting their needs. Our new IT system will help us to reduce attrition, which is positive for both us and our customers.”

EXERP FACTS

* Exerp serves some of Europe’s largest fitness operators with +100 sites.

* Versatile, scalable and well proven

* Over 1.5 million active members in one live system powered by an Oracle back-end

* Comprehensive API allowing easy integration of third-party systems

* A 100 per cent successful track record

tel: (+45) 3332 4545
web: www.exerp.com
email: [email protected]

If you would like to get each issue of HCM magazine sent direct to you for FREE, plus the weekly HCM ezine, sign up now!
Pure Gym has agreed a merger with The Gym Group
Pure Gym has agreed a merger with The Gym Group
With its plans for expansion, Pure Gym wanted a software solution that was designed for the fitness industry and could cope with a high volume business. It chose to work with Exerp
With its plans for expansion, Pure Gym wanted a software solution that was designed for the fitness industry and could cope with a high volume business. It chose to work with Exerp
With its plans for expansion, Pure Gym wanted a software solution that was designed for the fitness industry and could cope with a high volume business. It chose to work with Exerp
With its plans for expansion, Pure Gym wanted a software solution that was designed for the fitness industry and could cope with a high volume business. It chose to work with Exerp
With its plans for expansion, Pure Gym wanted a software solution that was designed for the fitness industry and could cope with a high volume business. It chose to work with Exerp
With its plans for expansion, Pure Gym wanted a software solution that was designed for the fitness industry and could cope with a high volume business. It chose to work with Exerp
http://www.leisureopportunities.com/images/HCM2014_3exerp.gif
The UK's leading low-cost operator Pure Gym is rolling out the centralised chain management system from Exerp to facilitate its ambitious plans for expansion
Latest News
The hospitality and attractions sectors will benefit from a temporary cut to VAT as part ...
Latest News
The UK's fitness industry can finally get back to business on Saturday 25 July, following ...
Latest News
HCM understands a decision on reopening dates for gyms and also for spas will be ...
Latest News
Interest in gym reopening in England is reaching fever pitch, with an announcement expected any ...
Latest News
Exercising increases levels of a protein hormone secreted by the bones which has a powerful ...
Latest News
A free-to-access training platform has launched to help the sport and fitness workforce confidently return ...
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Featured supplier news
Featured supplier: EGYM presents Corona Gym Solution, for the successful re-opening of fitness studios
Finally, the time has come: fitness and health facilities around the globe are gradually resuming operations.
Featured supplier news
Featured supplier: Fisikal chosen as tech partner for ‘JP4’; new health app from fitness expert, Jessie Pavelka
Fitness expert and television host, Jessie Pavelka has collaborated with Fisikal, experts in digital management solutions, to create the new JP4 app, a premium 12-week personal health and fitness transformation programme that takes the user on a journey of change through four key elements of health.
Video Gallery
Technogym mywellness app
Technogym
Improve your training experience. All your data in a single app. Read more
More videos:
Company profiles
Company profile: Harlands Group
Harlands Group is the leading provider of membership management services to leisure operators, processing over ...
Company profiles
Company profile: Merrithew™ - Leaders in Mindful Movement™
Merrithew™ enriches the lives of others with responsible exercise modalities and innovative, multidisciplinary fitness offerings ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Trade associations
International SPA Association - iSPA: Trade associations
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Skincare
Sothys: Skincare
Fitness Software
FunXtion International BV: Fitness Software
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Fitness equipment
Healthcheck Services Ltd: Fitness equipment
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Wearable technology solutions
MyZone: Wearable technology solutions
Property & Tenders
Greywell, Hampshire
Barnsgrove Health and Wellness Club
Property & Tenders
Derby City Council
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
27-30 Oct 2020
Messe Stuttgart, Germany
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
23-26 Feb 2021
IFEMA, Madrid, Spain
Diary dates
03-04 Mar 2021
NEC, Birmingham, United Kingdom
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
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