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The Retention Guru
The Retention Guru
The Retention Guru
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

Promotional feature: payasUgym

PayAsUGym is putting the health and fitness sector at the heart of the online marketplace, enabling them to reach more customers than ever before

Published in Health Club Management 2016 issue 7
Co-founder Neil Harmsworth
Co-founder Neil Harmsworth
With the new Partner Portal we are able to provide operators with the marketplace data they need to make their business more competitive

The digital sales revolution has been driven by a new form of commerce – the online marketplace, which has been embraced in other sectors by the likes of Zoopla, Just Eat and AirBnB. PayAsUGym is the equivalent for the health & fitness sector and places operators at the heart of this new way of selling, helping them to reach more customers than has ever before been possible. Co-founder Neil Harmsworth explains how PayAsUGym’s new ‘Partner Portal’ enables operators to utilise marketplace data and insight to make the smarter decisions required to excel in a competitive marketplace

PayAsUGym is described as a fitness marketplace rather than an aggregator, how would you explain the difference?
An aggregator simply lists the supply-side options, leaving the customer the arduous process of searching for the best option. This is a pretty dated approach in other sectors but is still by far the most widely adopted option in health and fitness.  

A marketplace is much smarter as it goes a step further by providing two things. Firstly, it proactively helps customers find the right supply more quickly by presenting them with the options which sell the best to people like them. Secondly, it gives operators access to unique, transactional marketplace data to help them make smarter decisions that will improve their proposition and increase their sales, making them more competitive. This approach ensures customers and suppliers find each other as frequently as possible rather than relying on geography or alphabetic listings, with everyone benefiting as a result.

How have you adapted PayAsUGym to make it a more effective marketplace?
On the customer side, we have introduced an algorithm-based ‘smart’ search which is based on a rolling 14-day period of trading data. This means that club listings on our site are displayed based on the ability of each venue to make a sale and are a true reflection of current customer demand in that area at all times.

On the operator side of the model, we give access to marketplace data to help them make informed decisions that make their business more competitive.

For example, the data may say that, on average, these are the right products and prices to offer in your area; these are the sorts of photos you should be displaying; and here’s how you improve based on customer feedback.

All of these things have an influence on how you perform within these search results. It’s obviously up to the operator to ultimately decide how they use this unique data, but those that engage the most will see the greatest rewards in terms of new customers and revenue.

What tools have you introduced to help operators?
We’ve created the Partner Portal – an information hub that gives operators the benefit of all the insight that we gain as a marketplace. For example, we can see price points, customer search traffic, demand, feedback – we can see the things that make a sale more likely – and our job as a marketplace is to share that effectively with operators, so the Partner Portal is where we do that. Operators can analyse the actual sales they have made historically, but also the sales that they’ve missed out on to local rivals by not being as competitive as you could be in your local area. It also gives you an idea of the things you might want to consider as a change that, on average, would improve your ability to convert an interested new customer into a paying customer.

What’s the response been like from operators so far to the Partner Portal?
Massively positive. We did a two-week roadshow meeting many of the operators we work with and some of their ideas have been added to the development of the Partner Portal.

For example, the changes that they make in the marketplace are displayed in a reporting tab so that managers can analyse the changes they have made and the impact these changes had on sales. That gives them a really good audit trail of whether the change they made was positive or negative to their performance.

What are your ongoing plans for the Partner Portal?
We’re going to keep calibrating it to understand the factors that customers care about most by region. For example, in London it could be proximity to a Tube station but in Norfolk it could be access to car parking on site. Our current data shows averages across the industry going down to post code level, but it doesn’t really say what are the specific things in this particular area that make the difference. I’d like to get it to the point where we can provide much more customised information on a venue by venue basis.

What’s the vision for PayAsUGym over the next 12 months?
With the Partner Portal now live we’re confident that the marketplace truly works for all parties and the model is extremely scalable internationally. We’re pushing ahead with geographic expansion and have plans in place for two new countries very soon, so watch this space!

WHAT IS PAYASUGYM?

PayAsUGym is an online fitness marketplace, which helps customers find the right fi tness venues for their needs and gives operators the information they require in order to be found more frequently

EMAIL: [email protected]
WEB: www.payasugym.com/marketplace

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Operators can control what they sell and what they charge to maximise sales / shutterstock
Operators can control what they sell and what they charge to maximise sales / shutterstock
The new Partner Portal gives access to key data
The new Partner Portal gives access to key data
https://www.leisureopportunities.co.uk/images/660262_139782.jpg
payasUgym’s new Partner Portal provides operators with the marketplace data they need to make their business more competitive
PayAsUGym,PayAsUGym,
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features

Promotional feature: payasUgym

PayAsUGym is putting the health and fitness sector at the heart of the online marketplace, enabling them to reach more customers than ever before

Published in Health Club Management 2016 issue 7
Co-founder Neil Harmsworth
Co-founder Neil Harmsworth
With the new Partner Portal we are able to provide operators with the marketplace data they need to make their business more competitive

The digital sales revolution has been driven by a new form of commerce – the online marketplace, which has been embraced in other sectors by the likes of Zoopla, Just Eat and AirBnB. PayAsUGym is the equivalent for the health & fitness sector and places operators at the heart of this new way of selling, helping them to reach more customers than has ever before been possible. Co-founder Neil Harmsworth explains how PayAsUGym’s new ‘Partner Portal’ enables operators to utilise marketplace data and insight to make the smarter decisions required to excel in a competitive marketplace

PayAsUGym is described as a fitness marketplace rather than an aggregator, how would you explain the difference?
An aggregator simply lists the supply-side options, leaving the customer the arduous process of searching for the best option. This is a pretty dated approach in other sectors but is still by far the most widely adopted option in health and fitness.  

A marketplace is much smarter as it goes a step further by providing two things. Firstly, it proactively helps customers find the right supply more quickly by presenting them with the options which sell the best to people like them. Secondly, it gives operators access to unique, transactional marketplace data to help them make smarter decisions that will improve their proposition and increase their sales, making them more competitive. This approach ensures customers and suppliers find each other as frequently as possible rather than relying on geography or alphabetic listings, with everyone benefiting as a result.

How have you adapted PayAsUGym to make it a more effective marketplace?
On the customer side, we have introduced an algorithm-based ‘smart’ search which is based on a rolling 14-day period of trading data. This means that club listings on our site are displayed based on the ability of each venue to make a sale and are a true reflection of current customer demand in that area at all times.

On the operator side of the model, we give access to marketplace data to help them make informed decisions that make their business more competitive.

For example, the data may say that, on average, these are the right products and prices to offer in your area; these are the sorts of photos you should be displaying; and here’s how you improve based on customer feedback.

All of these things have an influence on how you perform within these search results. It’s obviously up to the operator to ultimately decide how they use this unique data, but those that engage the most will see the greatest rewards in terms of new customers and revenue.

What tools have you introduced to help operators?
We’ve created the Partner Portal – an information hub that gives operators the benefit of all the insight that we gain as a marketplace. For example, we can see price points, customer search traffic, demand, feedback – we can see the things that make a sale more likely – and our job as a marketplace is to share that effectively with operators, so the Partner Portal is where we do that. Operators can analyse the actual sales they have made historically, but also the sales that they’ve missed out on to local rivals by not being as competitive as you could be in your local area. It also gives you an idea of the things you might want to consider as a change that, on average, would improve your ability to convert an interested new customer into a paying customer.

What’s the response been like from operators so far to the Partner Portal?
Massively positive. We did a two-week roadshow meeting many of the operators we work with and some of their ideas have been added to the development of the Partner Portal.

For example, the changes that they make in the marketplace are displayed in a reporting tab so that managers can analyse the changes they have made and the impact these changes had on sales. That gives them a really good audit trail of whether the change they made was positive or negative to their performance.

What are your ongoing plans for the Partner Portal?
We’re going to keep calibrating it to understand the factors that customers care about most by region. For example, in London it could be proximity to a Tube station but in Norfolk it could be access to car parking on site. Our current data shows averages across the industry going down to post code level, but it doesn’t really say what are the specific things in this particular area that make the difference. I’d like to get it to the point where we can provide much more customised information on a venue by venue basis.

What’s the vision for PayAsUGym over the next 12 months?
With the Partner Portal now live we’re confident that the marketplace truly works for all parties and the model is extremely scalable internationally. We’re pushing ahead with geographic expansion and have plans in place for two new countries very soon, so watch this space!

WHAT IS PAYASUGYM?

PayAsUGym is an online fitness marketplace, which helps customers find the right fi tness venues for their needs and gives operators the information they require in order to be found more frequently

EMAIL: [email protected]
WEB: www.payasugym.com/marketplace

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Operators can control what they sell and what they charge to maximise sales / shutterstock
Operators can control what they sell and what they charge to maximise sales / shutterstock
The new Partner Portal gives access to key data
The new Partner Portal gives access to key data
https://www.leisureopportunities.co.uk/images/660262_139782.jpg
payasUgym’s new Partner Portal provides operators with the marketplace data they need to make their business more competitive
PayAsUGym,PayAsUGym,
Latest News
Closing gyms and leisure facilities during any possible future lockdown would be "unthinkable", according to ...
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The University of Stirling has opened its new £20m sports and fitness centre. The building, ...
Latest News
PopBase, a start-up tech company, has secured US$400,000 investment from Welltech1, an Israel-based venture capital ...
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Gyms are right near the bottom of the list in terms of places people have ...
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A new, Europe-wide initiative will look to chart the level of risk of COVID-19 infection ...
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UK Parliament will debate COVID-19 restrictions on gyms and leisure centres on Monday 23 November, ...
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promotion
With January now close on the horizon your thoughts will be firmly focused on sales campaigns to attract new members through your doors in the new year rush.
Opinion: Sealing the Leaky Bucket – 7 Research-Based Tips for Retaining New Members in January 2021
Featured supplier news
Featured supplier: Cryotherapy specialists, L&R Kältetechnik, launch new artofcryo.com division
L&R Kältetechnik has launched a new division, named artofcryo.com, after 30 years’ experience with -110 °C electrical solutions.
Featured supplier news
Featured supplier: Funxtion collaborates with global experts on white paper exploring digital in the future of fitness
In collaboration with ukactive, FunXtion has driven a global discussion with some of the world’s leading fitness operators and influencers, exploring how digitalisation will influence the delivery of fitness services and products moving forwards.
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Company profile: TRX Training UK
TRX provides world-class functional training by offering quality equipment, effective workouts and world-class education capable ...
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Company profile: Core Health & Fitness
Core Health & Fitness is more than gym equipment, we offer innovative solutions for all ...
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Catalogue Gallery
Click on a catalogue to view it online
Directory
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Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Design consultants
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Trade associations
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Spa software
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Lee Valley Regional Park Authority
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Diary dates
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Virtual,
Diary dates
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Diary dates
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Diary dates
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Diary dates
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Diary dates
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Diary dates
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Diary dates
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Diary dates
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