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UNITING THE WORLD OF FITNESS
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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Click on a catalogue to view it online
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Diary dates
07-09 Jun 2021
Virtual summit,
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
01-04 Jul 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
28-29 Sep 2021
ExCeL London, London, United Kingdom
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

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
A report commissioned by Parkrun has estimated that allowing mass-participation outdoor events carries an "exceptionally ...
Latest News
Jan Spaticchia, founder and chair of énergie Fitness has died aged 51 following a short ...
Latest News
A new pioneering approach looks to help cancer patients prepare for and respond to treatment ...
Latest News
Peloton is recalling all of its Tread and Tread+ machines in the US, after striking ...
Latest News
Health club operator Bannatyne is repositioning itself as a wellness provider, as it looks to ...
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Health clubs and leisure centres in Northern Ireland reopened their doors on Friday 30 April, ...
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Opinion
promotion
The UK’s first dedicated leisure development framework has completed its first four-year term with £144m committed investment in public leisure projects.
Opinion: UK’s first leisure framework celebrates £144m investment in public leisure
Featured supplier news
Featured supplier news: Bounce back faster with a new risk-free joiner channel
The industry is eagerly awaiting the reopening of health clubs and leisure centres in another year affected by COVID-19, where the only thing that’s been certain is uncertainty.
Featured supplier news
Featured supplier news: Connect for success with Precor
Members are returning post-lockdown expecting a fully integrated service, meaning digital connectivity has never been more important.
Company profiles
Company profile: Active IQ
Active IQ is the UK’s leading Ofqual-recognised Awarding Organisation for the Physical Activity sector....
Company profiles
Company profile: Proinsight Research Ltd
We take time at the outset to understand your unique customer journey. Then we work ...
Supplier Showcases
Supplier showcase - Funxtion
Catalogue Gallery
Click on a catalogue to view it online
Directory
Architects/designers
Zynk Design Consultants: Architects/designers
Fitness equipment
Precor: Fitness equipment
Lockers/interior design
Fitlockers: Lockers/interior design
Exercise equipment
Power Plate: Exercise equipment
Spa software
SpaBooker: Spa software
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Management software
fibodo Limited: Management software
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Diary dates
07-09 Jun 2021
Virtual summit,
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
01-04 Jul 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
28-29 Sep 2021
ExCeL London, London, United Kingdom
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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