GET HCM
magazine
Sign up for the FREE digital edition of HCM magazine and also get the HCM ezine and breaking news email alerts.
Not right now, thanksclose this window
fibodo Limited
fibodo Limited
fibodo Limited
Health Club Management

Health Club Management

Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
UNITING THE WORLD OF FITNESS
Get the latest news, jobs and features in your inbox
Health Club Management

Health Club Management

features

Sponsored: Hussle: New normal, new opportunity

Hussle is offering operators the opportunity to take part in a pilot for its new MAP service to enable them to secure new members without upfront costs. Hussle’s Jamie Owens tells us more about the insights that drove this initiative

Published in Health Club Management 2020 issue 9
'We’re creating a
new joiner channel
for gyms' - Jamie Owens / PHOTO: hussle
'We’re creating a new joiner channel for gyms' - Jamie Owens / PHOTO: hussle
We’re identifying and upselling customers who would benefit from a direct gym membership, so we can help the sector grow again

Jamie Owens has been busy this summer and with a unique perspective on the market, having worked for operators such as Nuffield Health and Virgin Active prior to his appointment as head of sales at Hussle, he’s experienced the aggregation model from both sides. 

His brief on joining the company last year was to bring an operator mindset to the services provided and better align them to the needs of the industry.

The pandemic has turned the fitness industry on its head and Owens has spent the last few months hosting a series of virtual roundtables with gym operators from across the sector to get their views on what happens next.

With the insights gained from these conversations, he’s recently released a three-part blog series discussing the impact of lockdown on operator revenues and pioneered a new service from Hussle called MAP. More on that later.

The need to shift strategies
“Most operators I’ve spoken to hit their revised membership targets by the second week of August,” he says, “but the general consensus is that this pent-up demand is comparable to the mini-bubble being reported in the housing market.

“The sustainability of this demand is the bigger challenge for operators, with September results proving to be sobering for many. Operators I’ve spoken to are reporting losses of as many as 40 per cent of pre-lockdown members.”

Owens’ discussions reflect a consistent experience from fitness facilities across the sector. Everyone’s experiencing a chunk of members who have not yet renewed or returned.

As well as cancellations, operators are also reporting a big shift in usage patterns. While a proportion of customers have moved towards digital home workouts, there’s also a difference when it comes to which clubs are getting used and when they’re busy.

“Operators I’ve spoken to during our roundtables have reported that although overall member usage is creeping up to around 60 per cent of visits, compared to last year, this is dominated by suburban and residential sites,” says Owens. “City centre locations are being impacted the most, with usage down to as little as 5 per cent compared to pre-lockdown.

“If this becomes a longer-term trend, some operators will find their estate is now in the wrong location to attract members,” he says. “I suspect we’ll see increased demand for property deals for new gyms, especially in the budget sector, to reflect this shift towards residential locations.”

The focus now is on how to grow again, says Owens: “The real challenge is knowing how much to commit to marketing while customer demand remains relatively unknown. One operator we spoke to reported that a Facebook campaign that would previously have generated around 20 new members per club, only attracted one per club in August. At that level, the investment in that marketing channel is uneconomic.”

Handing over high value members
“It remains a turbulent and unpredictable time to be trading, says Owens. “Fitness facilities are going to need new strategies to regain momentum.

“One thing we can agree on is that the fitness industry is a flexible and resilient sector. The overall sentiment from the operators I’ve spoken with is that they’re willing to try new solutions even if that means changing the way they think about member acquisition.”

This brings us back to the Membership Acquisition Programme (MAP) that Owens has pioneered to support operators and help them rebuild their core membership revenue stream.  

MAP from Hussle is an algorithm-driven service which segments customers using the Hussle marketplace and targets them with offers for an operator’s membership options.  

The idea for the service came from findings produced by Aggregation in Fitness, the independently-audited Whitepaper from Fusion Analytics which was published in late 2019.   

“The Whitepaper revealed two standout things about gym membership that – as a former head of membership sales – really got my attention,” says Owens.

“Firstly, 71 per cent of Hussle customers used a gym they wouldn’t otherwise have visited. These customers offer a new revenue stream that operators can access, without risking their own marketing money, as that cost and risk falls on Hussle.

“Secondly, 26 per cent of Hussle customers go on to join a gym directly. To date this has occurred completely organically, but in a trading environment where operators need to rebuild their membership base, Hussle can help significantly.

“We’re launching MAP on a pilot basis with selected operators and we believe that with the right collaboration, we can continue to provide valuable revenue for customers who require multi-club access, as well as identifying and upselling customers who would benefit more from a direct gym membership, so we help the sector grow again.”

• If you’re interested in your business participating in the MAP pilot, please contact: [email protected]

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
The new Hussle MAP service has been designed to support operators in rebuilding their membership base / PHOTO: hussle
The new Hussle MAP service has been designed to support operators in rebuilding their membership base / PHOTO: hussle
https://www.leisureopportunities.co.uk/images/2020/507932_836193.jpg
Hussle is offering operators the opportunity to take part in a pilot for its new MAP service to enable them to secure new members without upfront costs.
Hussle, Hussle MAP, Jamie Owens,fitness, gym, membership, joining
HCM magazine
Regular sessions of new-generation yoga can help tackle the lockdown blues, increase sleep quality and boost mental health
HCM magazine
Power Plate UK's Davide Ferreira and Stuart Stokes from ReferAll write to HCM
HCM magazine
The science shows being fit mitigates against COVID-19. We’ve proven we can operate safely under the SAGE COVID-secure Framework. Time to join it up by securing essential service status
HCM Magazine
Research
We hope these results contribute to a deeper understanding of how our lifestyle impacts our immune system and that this work informs the development of new immunotherapies against cancer
HCM Magazine
Sponsored
Venueserve Fitness enables clubs to offer white-label content streaming to optimise capacity and member engagement
HCM Magazine
Butt, bottom, booty, bum – whatever you call it, working the backside is a vital part of the balance, power and wellbeing equation and has been ignored for too long, as Tom Tawell reports
HCM Magazine
Promotion
Wattbike AtomX leads the future of indoor cycling, says Richard Baker
HCM Magazine
Sponsored
Deansgate Square, the newest residential star on Manchester’s impressive skyline, is a fitting home for some of the city’s most stylish health and fitness facilities, with specialist acoustic flooring by TVS Group
HCM Magazine
Consultation
With many older people in crisis due to the pandemic, ukactive’s head of health and wellbeing development, Kenny Butler, explains why the organisation is launching an active ageing consultation and how you can get involved
HCM Magazine
Opinion
Steve Ward celebrates the transformational energy being unleashed in the fitness industry by the pandemic
HCM Magazine
Latest News
Gym and health club members in England have flocked back to fitness facilities in droves ...
Latest News
PureGym will take its budget fitness concept to Saudi Arabia, after securing a franchise partnership ...
Latest News
Gyms, health clubs, leisure centres and fitness studios in England are back in business today ...
Latest News
The UK government has published its impact report for the three-tier COVID-19 alert system, which ...
Latest News
Professor Chris Whitty, the chief medical officer for England, has said exercise and physical activity ...
Latest News
Nick Whitcombe, the independent gym owner who refused to shut his gym during the October ...
Latest News
This year's UK government Spending Review, announced in Parliament by chancellor Rishi Sunak on 25 ...
Latest News
Up to 100k people will benefit from the free gym and physical activity sessions, thanks ...
Opinion
promotion
Jetts Fitness CEO, Elaine Jobson has adapted and simplified Maslow’s Hierarchy of Needs to better fit the company – built on a foundation of company vision, purpose, and values; which Elaine believes should permeate through everything Jetts does.
Opinion: Jetts Fitness – Brilliant Basics, Maslow’s Hierarchy of Needs, and Net Promoter Score®
Featured supplier news
Featured supplier: Frame launches new, streamlined digital offering, powered by Fisikal
When facing lockdown restrictions, Frame successfully adapted its in-club experience to an online offering for members.
Featured supplier news
Featured supplier: Anytime Fitness partners with Gympass across UK and Ireland
Anytime Fitness, the UK’s leading 24/7 high-spec gym operator, has partnered with Gympass to give its corporate members access to over 170 clubs across UK and Ireland.
Company profiles
Company profile: Myzone Group Ltd
At Myzone we reward Effort to solve the pervasive problem of ‘diminishing motivation within exercisers’ ...
Company profiles
Company profile: Wattbike
Wattbike is the creator of the world’s most advanced and innovative indoor bikes, developed in ...
Supplier Showcases
Supplier showcase - Bouncing back
Catalogue Gallery
Click on a catalogue to view it online
Directory
Red Light Therapy
 Red Light Rising: Red Light Therapy
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Wearable technology solutions
MyZone: Wearable technology solutions
Spa software
SpaBooker: Spa software
Direct debit solutions
Harlands Group: Direct debit solutions
Fitness Software
FunXtion International BV: Fitness Software
Fitness equipment
TRX Training: Fitness equipment
Trade associations
International SPA Association - iSPA: Trade associations
Management software
fibodo Limited: Management software
Member feedback software
AskNicely: Member feedback software
Property & Tenders
11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
09 Dec 2020
Raffles City Convention Centre, Singapore, Singapore
Diary dates
02-04 Feb 2021
Ericsson Exhibition Hall, Ricoh Arena, Coventry, 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
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

features

Sponsored: Hussle: New normal, new opportunity

Hussle is offering operators the opportunity to take part in a pilot for its new MAP service to enable them to secure new members without upfront costs. Hussle’s Jamie Owens tells us more about the insights that drove this initiative

Published in Health Club Management 2020 issue 9
'We’re creating a
new joiner channel
for gyms' - Jamie Owens / PHOTO: hussle
'We’re creating a new joiner channel for gyms' - Jamie Owens / PHOTO: hussle
We’re identifying and upselling customers who would benefit from a direct gym membership, so we can help the sector grow again

Jamie Owens has been busy this summer and with a unique perspective on the market, having worked for operators such as Nuffield Health and Virgin Active prior to his appointment as head of sales at Hussle, he’s experienced the aggregation model from both sides. 

His brief on joining the company last year was to bring an operator mindset to the services provided and better align them to the needs of the industry.

The pandemic has turned the fitness industry on its head and Owens has spent the last few months hosting a series of virtual roundtables with gym operators from across the sector to get their views on what happens next.

With the insights gained from these conversations, he’s recently released a three-part blog series discussing the impact of lockdown on operator revenues and pioneered a new service from Hussle called MAP. More on that later.

The need to shift strategies
“Most operators I’ve spoken to hit their revised membership targets by the second week of August,” he says, “but the general consensus is that this pent-up demand is comparable to the mini-bubble being reported in the housing market.

“The sustainability of this demand is the bigger challenge for operators, with September results proving to be sobering for many. Operators I’ve spoken to are reporting losses of as many as 40 per cent of pre-lockdown members.”

Owens’ discussions reflect a consistent experience from fitness facilities across the sector. Everyone’s experiencing a chunk of members who have not yet renewed or returned.

As well as cancellations, operators are also reporting a big shift in usage patterns. While a proportion of customers have moved towards digital home workouts, there’s also a difference when it comes to which clubs are getting used and when they’re busy.

“Operators I’ve spoken to during our roundtables have reported that although overall member usage is creeping up to around 60 per cent of visits, compared to last year, this is dominated by suburban and residential sites,” says Owens. “City centre locations are being impacted the most, with usage down to as little as 5 per cent compared to pre-lockdown.

“If this becomes a longer-term trend, some operators will find their estate is now in the wrong location to attract members,” he says. “I suspect we’ll see increased demand for property deals for new gyms, especially in the budget sector, to reflect this shift towards residential locations.”

The focus now is on how to grow again, says Owens: “The real challenge is knowing how much to commit to marketing while customer demand remains relatively unknown. One operator we spoke to reported that a Facebook campaign that would previously have generated around 20 new members per club, only attracted one per club in August. At that level, the investment in that marketing channel is uneconomic.”

Handing over high value members
“It remains a turbulent and unpredictable time to be trading, says Owens. “Fitness facilities are going to need new strategies to regain momentum.

“One thing we can agree on is that the fitness industry is a flexible and resilient sector. The overall sentiment from the operators I’ve spoken with is that they’re willing to try new solutions even if that means changing the way they think about member acquisition.”

This brings us back to the Membership Acquisition Programme (MAP) that Owens has pioneered to support operators and help them rebuild their core membership revenue stream.  

MAP from Hussle is an algorithm-driven service which segments customers using the Hussle marketplace and targets them with offers for an operator’s membership options.  

The idea for the service came from findings produced by Aggregation in Fitness, the independently-audited Whitepaper from Fusion Analytics which was published in late 2019.   

“The Whitepaper revealed two standout things about gym membership that – as a former head of membership sales – really got my attention,” says Owens.

“Firstly, 71 per cent of Hussle customers used a gym they wouldn’t otherwise have visited. These customers offer a new revenue stream that operators can access, without risking their own marketing money, as that cost and risk falls on Hussle.

“Secondly, 26 per cent of Hussle customers go on to join a gym directly. To date this has occurred completely organically, but in a trading environment where operators need to rebuild their membership base, Hussle can help significantly.

“We’re launching MAP on a pilot basis with selected operators and we believe that with the right collaboration, we can continue to provide valuable revenue for customers who require multi-club access, as well as identifying and upselling customers who would benefit more from a direct gym membership, so we help the sector grow again.”

• If you’re interested in your business participating in the MAP pilot, please contact: [email protected]

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
The new Hussle MAP service has been designed to support operators in rebuilding their membership base / PHOTO: hussle
The new Hussle MAP service has been designed to support operators in rebuilding their membership base / PHOTO: hussle
https://www.leisureopportunities.co.uk/images/2020/507932_836193.jpg
Hussle is offering operators the opportunity to take part in a pilot for its new MAP service to enable them to secure new members without upfront costs.
Hussle, Hussle MAP, Jamie Owens,fitness, gym, membership, joining
Latest News
Gym and health club members in England have flocked back to fitness facilities in droves ...
Latest News
PureGym will take its budget fitness concept to Saudi Arabia, after securing a franchise partnership ...
Latest News
Gyms, health clubs, leisure centres and fitness studios in England are back in business today ...
Latest News
The UK government has published its impact report for the three-tier COVID-19 alert system, which ...
Latest News
Professor Chris Whitty, the chief medical officer for England, has said exercise and physical activity ...
Latest News
Nick Whitcombe, the independent gym owner who refused to shut his gym during the October ...
Latest News
This year's UK government Spending Review, announced in Parliament by chancellor Rishi Sunak on 25 ...
Latest News
Up to 100k people will benefit from the free gym and physical activity sessions, thanks ...
Latest News
To the relief of the sector, the UK government confirmed yesterday (23 November) that gyms, ...
Latest News
Closing gyms and leisure facilities during any possible future lockdown would be "unthinkable", according to ...
Opinion
promotion
Jetts Fitness CEO, Elaine Jobson has adapted and simplified Maslow’s Hierarchy of Needs to better fit the company – built on a foundation of company vision, purpose, and values; which Elaine believes should permeate through everything Jetts does.
Opinion: Jetts Fitness – Brilliant Basics, Maslow’s Hierarchy of Needs, and Net Promoter Score®
Featured supplier news
Featured supplier: Frame launches new, streamlined digital offering, powered by Fisikal
When facing lockdown restrictions, Frame successfully adapted its in-club experience to an online offering for members.
Featured supplier news
Featured supplier: Anytime Fitness partners with Gympass across UK and Ireland
Anytime Fitness, the UK’s leading 24/7 high-spec gym operator, has partnered with Gympass to give its corporate members access to over 170 clubs across UK and Ireland.
Company profiles
Company profile: Myzone Group Ltd
At Myzone we reward Effort to solve the pervasive problem of ‘diminishing motivation within exercisers’ ...
Company profiles
Company profile: Wattbike
Wattbike is the creator of the world’s most advanced and innovative indoor bikes, developed in ...
Supplier Showcases
Supplier showcase - Bouncing back
Catalogue Gallery
Click on a catalogue to view it online
Directory
Red Light Therapy
 Red Light Rising: Red Light Therapy
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Wearable technology solutions
MyZone: Wearable technology solutions
Spa software
SpaBooker: Spa software
Direct debit solutions
Harlands Group: Direct debit solutions
Fitness Software
FunXtion International BV: Fitness Software
Fitness equipment
TRX Training: Fitness equipment
Trade associations
International SPA Association - iSPA: Trade associations
Management software
fibodo Limited: Management software
Member feedback software
AskNicely: Member feedback software
Property & Tenders
11 - 25 Union St, London SE1 1SD
Bankside Open Spaces Trust
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
09 Dec 2020
Raffles City Convention Centre, Singapore, Singapore
Diary dates
02-04 Feb 2021
Ericsson Exhibition Hall, Ricoh Arena, Coventry, 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
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
Search news, features & products:
Find a supplier:
fibodo Limited
fibodo Limited