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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Promotional feature: Legend - Strategies for success

Software company Legend reveals how its powerful support division works with operators to drive their operational success via outsourced managed services

Published in Health Club Management 2018 issue 10
Nick Lawrence, LLS Director
Nick Lawrence, LLS Director
We now have an incredible picture of why, when, where & how prospects make enquiries enabling us to make better strategic marketing decisions and having an increased ability to convert them into paying customers - Lee Wood, Active Tameside

The competitiveness of the leisure industry is well documented. Consumers have greater choice, lower price points and increasingly attractive exercise options.

This means the operator’s ability to implement excellent operational processes and customer engagement strategies, for the duration of the customer lifecycle, can make the difference between success and failure.

Despite the relentless advance of technology, not all operators have the resource, expertise or time to unlock the actionable insights which are hidden within their customer data.

The Legend Leisure Services (LLS) division of the company was established to solve this problem for customers. LLS provides a service that ensures operators realise their business potential, improving revenues through expertly fashioned processes and customer journeys, data insights and a wealth of industry best practice and know-how.

In-House Working and Outsourced Expertise
If you can’t answer ‘yes’ to the next five questions, you'll certainly not be able to answer ‘yes’ to the last. Yet, the primary goal of any tech purchase is to improve business processes and increase revenue.
• Do you have all your customer data in a single, central database?
• Does your website link to your timetables; are they linked to your member database and do they all communicate with each other?
• Do you have a marketing communications and website strategy for your customers?
• Is this strategy tailored and does it take into account customers’ different journeys and needs at different stages of their engagement with you?
• Do you have access to daily Business Intelligence (BI) dashboards, focussing on key business processes, such as direct debit collections, sales, retention and potential prospects?
• Are you making the most of your software investment?

In the current business climate, standing out requires more than just good technology tools; you need a software partner who can change the way you use your data and run your business, as though it was their own.

Welcome to Legend’s outsourcing service, working for you ‘in-house’ on your systems and with your teams.

Getting results
Today, people expect to be communicated with; they expect personalised engagement with relevant, value-added, and timely offers –they expect to be enticed and that process starts from their very first interaction with you.

At Legend, we've developed a range of customer journeys and touch points, both digital and in person, to increase customer engagement, making sure customers are communicated with at exactly the right time and with the most appropriate personalised message.

Our expert consultants will sit with you and carry out a comprehensive audit of your processes – from how ‘walk-ins’ are managed, right through to follow-ups and from how you capture an initial web enquiry, through to class attendance.

They'll also look at how you track sales and direct debit collections and how you attract new members and keep them engaged throughout their lifecycle.

Legend’s industry-leading Customer Management module includes automated customer journeys in Customer Acquisition, Welcome and Retention.

We've optimised the journeys based on our team’s in-depth understanding of the Legend software, and our extensive operational experience of working with hundreds of operators, including Serco Leisure and Parkwood Leisure.

Lee Wood, deputy CEO at Active Tameside, comments: “We took advantage of LLS’s considerable expertise when launching Legend’s Customer Management application. We use it to track, report and analyse sales performance at Active Thameside.

"LLS provided essential guidance through set-up, the tailoring of reports and then on-site training to get the new sales process in place across all sites.

"We now have an incredible picture of why, when, where and how prospects make enquiries, enabling us to make better strategic marketing decisions and have an increased ability to convert them into paying customers.”

Cathy Fletcher, sales and marketing manager at Halo Leisure, commented: “As a result of our work with Legend Leisure Services, overall attrition rates are now down to below 4 per cent across the business and we're deriving real value from the swathe of data that has sat within the business untapped for some time.”

One Single Database
In addition to marketing managed services, LLS also provides a BACS Bureau service that – like all Legend Leisure Services solutions – is fully integrated within each operator’s Legend database, ensuring improved financial control and also seamless database management.

Reporting, prospecting, sales, payments are all on one system and, with LLS, they're constantly under expert guidance.

Another big benefit this in-house, outsourced approach has over standard third-party outsourcing, is that regulations such as GDPR are easily managed within one system. There are no integrations and transfers, just Legend’s world-class hosted services, ensuring full data security at all times.

LLS also offers a fully integrated website solution using Legend’s leading UMBRACO Content Management System.

The result is both more cost-effective and more functional, offering both live Legend data displays on operators' websites and direct integration with their central Legend database.

Maximising The System
LLS can help operators unlock the actionable insight from within their customer data, improving their returns on investment through smarter analysis, and ensuring that the wealth of reporting which is available is used to drive further enhancements around campaigns, business processes and results.

As competitive pressure increases, the expert team at LLS offers a unique and pioneering approach to in-house, outsourced managed services, utilising your systems and data to maximise your business potential at a fraction of the cost of doing the same internally.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Ingrid Hay, LLS Director
Ingrid Hay, LLS Director
Chris Dutton, Digital Marketing Executive
Chris Dutton, Digital Marketing Executive
Mika Maguire, Senior Marketing Executive
Mika Maguire, Senior Marketing Executive
Charlotte Dickinson, Trainee Business Consultant
Charlotte Dickinson, Trainee Business Consultant
James Hagues, Senior Bureau Consultant
James Hagues, Senior Bureau Consultant
Jayne Knowles, Bureau Manager
Jayne Knowles, Bureau Manager
https://www.leisureopportunities.co.uk/images/532398_683285.png
Software company Legend reveals how its powerful support division works with operators to drive their operational success via outsourced managed services
Software, Legend,
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features

Promotional feature: Legend - Strategies for success

Software company Legend reveals how its powerful support division works with operators to drive their operational success via outsourced managed services

Published in Health Club Management 2018 issue 10
Nick Lawrence, LLS Director
Nick Lawrence, LLS Director
We now have an incredible picture of why, when, where & how prospects make enquiries enabling us to make better strategic marketing decisions and having an increased ability to convert them into paying customers - Lee Wood, Active Tameside

The competitiveness of the leisure industry is well documented. Consumers have greater choice, lower price points and increasingly attractive exercise options.

This means the operator’s ability to implement excellent operational processes and customer engagement strategies, for the duration of the customer lifecycle, can make the difference between success and failure.

Despite the relentless advance of technology, not all operators have the resource, expertise or time to unlock the actionable insights which are hidden within their customer data.

The Legend Leisure Services (LLS) division of the company was established to solve this problem for customers. LLS provides a service that ensures operators realise their business potential, improving revenues through expertly fashioned processes and customer journeys, data insights and a wealth of industry best practice and know-how.

In-House Working and Outsourced Expertise
If you can’t answer ‘yes’ to the next five questions, you'll certainly not be able to answer ‘yes’ to the last. Yet, the primary goal of any tech purchase is to improve business processes and increase revenue.
• Do you have all your customer data in a single, central database?
• Does your website link to your timetables; are they linked to your member database and do they all communicate with each other?
• Do you have a marketing communications and website strategy for your customers?
• Is this strategy tailored and does it take into account customers’ different journeys and needs at different stages of their engagement with you?
• Do you have access to daily Business Intelligence (BI) dashboards, focussing on key business processes, such as direct debit collections, sales, retention and potential prospects?
• Are you making the most of your software investment?

In the current business climate, standing out requires more than just good technology tools; you need a software partner who can change the way you use your data and run your business, as though it was their own.

Welcome to Legend’s outsourcing service, working for you ‘in-house’ on your systems and with your teams.

Getting results
Today, people expect to be communicated with; they expect personalised engagement with relevant, value-added, and timely offers –they expect to be enticed and that process starts from their very first interaction with you.

At Legend, we've developed a range of customer journeys and touch points, both digital and in person, to increase customer engagement, making sure customers are communicated with at exactly the right time and with the most appropriate personalised message.

Our expert consultants will sit with you and carry out a comprehensive audit of your processes – from how ‘walk-ins’ are managed, right through to follow-ups and from how you capture an initial web enquiry, through to class attendance.

They'll also look at how you track sales and direct debit collections and how you attract new members and keep them engaged throughout their lifecycle.

Legend’s industry-leading Customer Management module includes automated customer journeys in Customer Acquisition, Welcome and Retention.

We've optimised the journeys based on our team’s in-depth understanding of the Legend software, and our extensive operational experience of working with hundreds of operators, including Serco Leisure and Parkwood Leisure.

Lee Wood, deputy CEO at Active Tameside, comments: “We took advantage of LLS’s considerable expertise when launching Legend’s Customer Management application. We use it to track, report and analyse sales performance at Active Thameside.

"LLS provided essential guidance through set-up, the tailoring of reports and then on-site training to get the new sales process in place across all sites.

"We now have an incredible picture of why, when, where and how prospects make enquiries, enabling us to make better strategic marketing decisions and have an increased ability to convert them into paying customers.”

Cathy Fletcher, sales and marketing manager at Halo Leisure, commented: “As a result of our work with Legend Leisure Services, overall attrition rates are now down to below 4 per cent across the business and we're deriving real value from the swathe of data that has sat within the business untapped for some time.”

One Single Database
In addition to marketing managed services, LLS also provides a BACS Bureau service that – like all Legend Leisure Services solutions – is fully integrated within each operator’s Legend database, ensuring improved financial control and also seamless database management.

Reporting, prospecting, sales, payments are all on one system and, with LLS, they're constantly under expert guidance.

Another big benefit this in-house, outsourced approach has over standard third-party outsourcing, is that regulations such as GDPR are easily managed within one system. There are no integrations and transfers, just Legend’s world-class hosted services, ensuring full data security at all times.

LLS also offers a fully integrated website solution using Legend’s leading UMBRACO Content Management System.

The result is both more cost-effective and more functional, offering both live Legend data displays on operators' websites and direct integration with their central Legend database.

Maximising The System
LLS can help operators unlock the actionable insight from within their customer data, improving their returns on investment through smarter analysis, and ensuring that the wealth of reporting which is available is used to drive further enhancements around campaigns, business processes and results.

As competitive pressure increases, the expert team at LLS offers a unique and pioneering approach to in-house, outsourced managed services, utilising your systems and data to maximise your business potential at a fraction of the cost of doing the same internally.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Ingrid Hay, LLS Director
Ingrid Hay, LLS Director
Chris Dutton, Digital Marketing Executive
Chris Dutton, Digital Marketing Executive
Mika Maguire, Senior Marketing Executive
Mika Maguire, Senior Marketing Executive
Charlotte Dickinson, Trainee Business Consultant
Charlotte Dickinson, Trainee Business Consultant
James Hagues, Senior Bureau Consultant
James Hagues, Senior Bureau Consultant
Jayne Knowles, Bureau Manager
Jayne Knowles, Bureau Manager
https://www.leisureopportunities.co.uk/images/532398_683285.png
Software company Legend reveals how its powerful support division works with operators to drive their operational success via outsourced managed services
Software, Legend,
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Featured supplier news
Featured supplier news: How wearables-driven gamification will boost your business
It’s a known fact that gamification is an effective method to make everyday activities and work more fun.
Featured operator news
Featured operator news: Serco Leisure wins 10-year Mansfield contract
Following a competitive tendering process, Serco Leisure and its partner More Leisure Community Trust Limited (MLCT) have been awarded a 10-year contract by Mansfield District Council to operate three centres in the town, starting 1 May 2022.
Featured operator news
Featured operator news: New partnership delivers swimming support to children with disabilities
A new partnership has been launched to provide inclusive swimming for children with mobility, visual and hearing disabilities.
Company profiles
Company profile: FIBO Global Fitness
FIBO Global Fitness is the leading international trade show for fitness, wellness & health....
Company profiles
Company profile: Myzone
It’s time to give more people more ways to move. Myzone is an innovative heart ...
Supplier Showcases
Supplier showcase - A matched philosophy
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness equipment
A Panatta Sport Srl: Fitness equipment
Salt therapy products
Himalayan Source: Salt therapy products
Spa software
SpaBooker: Spa software
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Architects/designers
Zynk Design Consultants: Architects/designers
Management software
Premier Software Solutions: Management software
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
On demand
Fitness On Demand: On demand
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Skincare
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Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
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Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
21-21 Sep 2022
Various, London, United Kingdom
Diary dates
25-28 Oct 2022
Messe Stuttgart, Germany
Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
17-18 Mar 2023
Tobacco Dock, London, United Kingdom
Diary dates
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