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JP Lennard
JP Lennard
JP Lennard
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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Sponsored: Hussle: A risk free route to new members

More than 30,000 Hussle users have been turned into direct members in the last 18 months. Find out how Hussle can help your business bounce back

Published in Health Club Management 2021 issue 4
Hussle says its business model has been developed to protect the interests of gym operators / photo: HUSSLE
Hussle says its business model has been developed to protect the interests of gym operators / photo: HUSSLE

Operators lost 30-40 per cent of members during a year where the pandemic saw our industry forced to close three times. With estimates suggesting UK gyms have lost in the region of £2.3 billion in revenue it stands to reason that this year’s primary focus is going to be rebuilding memberships to recoup lost revenue and drive new income streams.

Naturally this will involve re-engaging old members and anecdotal feedback suggests operators are expecting a post-COVID ‘bounce’ on reopening, caused by significant pent-up demand. But once that wears off and the tougher summer months kick in, a more important consideration will be how to attract the 85 per cent of the population who don’t currently interact with our industry at all. This cohort is exactly the customers that fitness marketplace Hussle can help operators target.

A wider appeal
Hussle appeals to very specific customer wants – choice, freedom and flexibility.

There are customers who need more than one venue to fit their lifestyle – with access to facilities in several locations – so wouldn’t join a single gym. Then there are customers who are keen to try venues before joining directly and who try-before-they-buy via Hussle.

“This is where our Membership Conversion Service (MCS) comes into its own, generating new direct members with no marketing costs,” says Jamie Owens, director of fitness partnerships at Hussle. “We proactively encourage users to join clubs they attend regularly. On average, 26 per cent of Hussle customers go on to become direct members – more than 30,000 users have been turned into exclusive members in the last 18 months alone.

“With MCS we present a unique offer to gyms. We make joining a seamless journey for the customer and, in doing so, convert more high-value direct members.

“What makes Hussle unique in the market is that a member converted is just that, an actual member. Most marketing partners provide operators with revenue, but the customers will never become their own. Hussle isn’t trying to own the customer, just enabling them to make an informed choice – and if one gym offers the right fit, we actively encourage them to join.”

Hussle also attracts hybrid customers. “This is the area we’ve seen grow hugely during the pandemic”, says Owens. “These are the customers who get fit in numerous ways, who spend on other fitness services, but still want occasional gym access.”

Keep them engaged by being flexible
Peloton saw its quarterly workouts more than quadruple during 2020 – from 19m in Q1 to 77m in Q4, while ClubIntel reports that 72 per cent of global operators now offer on-demand and livestream workouts – up from just 25 per cent in 2019. With tech giants like Apple and Google getting involved, this member cohort is only set to grow.

These services could represent a threat to operators’ wallet share, but an October 2020 IHRSA report found 95 per cent of members miss at least one aspect of the gym; evidence that a flexible offering will be the way to ensure these modern members, who don’t want a one-size-fits-all gym, continue to use bricks and mortar facilities at least on some basis.

Increase footfall
By offering two types of pass to access venues, Hussle enables operators to create an even broader appeal. Members who need more than one venue can opt for the Multi-Club Pass – priced at a premium to protect operators’ own direct membership.

Try-before-they-buy members, alongside those wanting occasional gym access, can opt for the Day Pass, based on operators’ own prices.

Either way Hussle gets footfall through the door, risk free. “We appeal to customers by investing in two main marketing channels – direct to the consumer through big-brand partnerships with companies such as American Express and Vodafone, as well as via big-name employers providing fitness-as-a-benefit, such as Travelodge, Facebook, Channel 4, and multiple NHS trusts,” explains Owens. “And finally, our key audience is aged 20-35 – the next generation of gym members, who are typically younger than most operators’ core 40-plus audience, offering yet another opportunity to get new people engaged.”

To find out more about Hussle or to become a partner visit www.hussle.com/list-my-gym. It’s free to list a gym on the platform and we’re always keen to discuss building a recovery partnership with operators.

www.hussle.com

photo: HUSSLE

"Our audience is aged 20-35 – the next generation of gym members – offering yet another opportunity to get new people engaged"

– Jamie Owens, Hussle

“When I was working across the UK, Hussle’s flexibility allowed me to explore some great gyms that I wouldn’t have known about otherwise. “When I’m based in one place, I use Hussle to test out the best gym for me in the area and then purchase a direct membership. I always keep an eye on Hussle for new gyms, so that I can try them out when I’m travelling in different areas”

– Jordan, 36-year-old engineer, Cardiff

Rebuilding memberships is a priority as the industry comes out of lockdown / photo: HUSSLE
Rebuilding memberships is a priority as the industry comes out of lockdown / photo: HUSSLE
Hussle invests in marketing to consumers via big-brand partnerships and corporate health / photo: HUSSLE
Hussle invests in marketing to consumers via big-brand partnerships and corporate health / photo: HUSSLE
https://www.leisureopportunities.co.uk/images/2021/900597_184107.jpg
More than 30,000 Hussle users have been turned into direct members in the last 18 months.
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Diary dates
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Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
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Online,
Diary dates
01-03 Feb 2022
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01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

features

Sponsored: Hussle: A risk free route to new members

More than 30,000 Hussle users have been turned into direct members in the last 18 months. Find out how Hussle can help your business bounce back

Published in Health Club Management 2021 issue 4
Hussle says its business model has been developed to protect the interests of gym operators / photo: HUSSLE
Hussle says its business model has been developed to protect the interests of gym operators / photo: HUSSLE

Operators lost 30-40 per cent of members during a year where the pandemic saw our industry forced to close three times. With estimates suggesting UK gyms have lost in the region of £2.3 billion in revenue it stands to reason that this year’s primary focus is going to be rebuilding memberships to recoup lost revenue and drive new income streams.

Naturally this will involve re-engaging old members and anecdotal feedback suggests operators are expecting a post-COVID ‘bounce’ on reopening, caused by significant pent-up demand. But once that wears off and the tougher summer months kick in, a more important consideration will be how to attract the 85 per cent of the population who don’t currently interact with our industry at all. This cohort is exactly the customers that fitness marketplace Hussle can help operators target.

A wider appeal
Hussle appeals to very specific customer wants – choice, freedom and flexibility.

There are customers who need more than one venue to fit their lifestyle – with access to facilities in several locations – so wouldn’t join a single gym. Then there are customers who are keen to try venues before joining directly and who try-before-they-buy via Hussle.

“This is where our Membership Conversion Service (MCS) comes into its own, generating new direct members with no marketing costs,” says Jamie Owens, director of fitness partnerships at Hussle. “We proactively encourage users to join clubs they attend regularly. On average, 26 per cent of Hussle customers go on to become direct members – more than 30,000 users have been turned into exclusive members in the last 18 months alone.

“With MCS we present a unique offer to gyms. We make joining a seamless journey for the customer and, in doing so, convert more high-value direct members.

“What makes Hussle unique in the market is that a member converted is just that, an actual member. Most marketing partners provide operators with revenue, but the customers will never become their own. Hussle isn’t trying to own the customer, just enabling them to make an informed choice – and if one gym offers the right fit, we actively encourage them to join.”

Hussle also attracts hybrid customers. “This is the area we’ve seen grow hugely during the pandemic”, says Owens. “These are the customers who get fit in numerous ways, who spend on other fitness services, but still want occasional gym access.”

Keep them engaged by being flexible
Peloton saw its quarterly workouts more than quadruple during 2020 – from 19m in Q1 to 77m in Q4, while ClubIntel reports that 72 per cent of global operators now offer on-demand and livestream workouts – up from just 25 per cent in 2019. With tech giants like Apple and Google getting involved, this member cohort is only set to grow.

These services could represent a threat to operators’ wallet share, but an October 2020 IHRSA report found 95 per cent of members miss at least one aspect of the gym; evidence that a flexible offering will be the way to ensure these modern members, who don’t want a one-size-fits-all gym, continue to use bricks and mortar facilities at least on some basis.

Increase footfall
By offering two types of pass to access venues, Hussle enables operators to create an even broader appeal. Members who need more than one venue can opt for the Multi-Club Pass – priced at a premium to protect operators’ own direct membership.

Try-before-they-buy members, alongside those wanting occasional gym access, can opt for the Day Pass, based on operators’ own prices.

Either way Hussle gets footfall through the door, risk free. “We appeal to customers by investing in two main marketing channels – direct to the consumer through big-brand partnerships with companies such as American Express and Vodafone, as well as via big-name employers providing fitness-as-a-benefit, such as Travelodge, Facebook, Channel 4, and multiple NHS trusts,” explains Owens. “And finally, our key audience is aged 20-35 – the next generation of gym members, who are typically younger than most operators’ core 40-plus audience, offering yet another opportunity to get new people engaged.”

To find out more about Hussle or to become a partner visit www.hussle.com/list-my-gym. It’s free to list a gym on the platform and we’re always keen to discuss building a recovery partnership with operators.

www.hussle.com

photo: HUSSLE

"Our audience is aged 20-35 – the next generation of gym members – offering yet another opportunity to get new people engaged"

– Jamie Owens, Hussle

“When I was working across the UK, Hussle’s flexibility allowed me to explore some great gyms that I wouldn’t have known about otherwise. “When I’m based in one place, I use Hussle to test out the best gym for me in the area and then purchase a direct membership. I always keep an eye on Hussle for new gyms, so that I can try them out when I’m travelling in different areas”

– Jordan, 36-year-old engineer, Cardiff

Rebuilding memberships is a priority as the industry comes out of lockdown / photo: HUSSLE
Rebuilding memberships is a priority as the industry comes out of lockdown / photo: HUSSLE
Hussle invests in marketing to consumers via big-brand partnerships and corporate health / photo: HUSSLE
Hussle invests in marketing to consumers via big-brand partnerships and corporate health / photo: HUSSLE
https://www.leisureopportunities.co.uk/images/2021/900597_184107.jpg
More than 30,000 Hussle users have been turned into direct members in the last 18 months.
Latest News
A cross-party DCMS Committee in the UK has called on the government to launch a ...
Latest News
Urban Health Club in Ludwigsburg, Germany, has introduced a 24/7 operation. The €2.8m hub for ...
Latest News
Nearly half (49 per cent) of health club members in the US who've cancelled their ...
Latest News
Industry body ukactive has joined the chorus of organisations across a number of sectors calling ...
Latest News
German fitness operator BestFit Group has acquired regional gym chain EuroFit for an undisclosed sum. ...
Latest News
The US fitness industry lost around 58 per cent of its revenues during 2020, due ...
Latest News
Speaking exclusive to HCM, Ralph Scholz and Nathalie Smeeman have confirmed that B2B trade show ...
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Featured supplier news
Featured supplier news: Introducing the Official Hammer Strength Box: a complete small group training solution
With gyms reopening as the fitness industry recovers from the impact of the pandemic, members are seeking social interaction and engaging training experiences in a small group setting.
Featured supplier news
Featured supplier news: How are hundreds of gym operators suddenly saving a lot of money for doing a lot less work?
Let’s talk about Orbit4 – the secret behind successful gyms.
Featured operator news
Featured operator news: Everyone Active bolsters Everyone on Demand and enters second year with five new partnerships
Everyone Active has signed a number of new deals which will see the operator strengthen its digital product offering, Everyone on Demand.
Featured operator news
Featured operator news: Everyone Active generates £342m in social value
Award-winning leisure operator Everyone Active generated £342million in social value at its sites across the country in 2019/20.
Video Gallery
MyZone Group Ltd
Pendex
FreeMotion Fitness
Company profiles
Company profile: Freemotion Fitness
With science and innovation at its core, Freemotion questions how we work out and then ...
Company profiles
Company profile: fibodo Limited
fibodo is the digital solution helping people lead healthier and happier lives. From grassroots individual ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Skincare
Sothys: Skincare
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Management software
Premier Software Solutions: Management software
Wearable technology solutions
MyZone: Wearable technology solutions
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Exercise equipment
Power Plate: Exercise equipment
Spa software
SpaBooker: Spa software
Uniforms
Service Sport: Uniforms
Architects/designers
Zynk Design Consultants: Architects/designers
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
13-14 Oct 2021
Online,
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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JP Lennard
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