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fibodo Limited
fibodo Limited
fibodo Limited
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,
People
HCM people

Keith Burnet

CEO global markets, Les Mills
I wanted to do something to inspire others and encourage them to believe that no matter what age you are, anything is possible
People
Our facility isn’t for everyone. In daring to be different, we’re attracting people willing to commit to a fresh way of approaching health and fitness
People
We realised we had a great franchise proposition: a really strong core model and technology platform, excellent data and analytics – we also generate 45 per cent site margins in the UK
Features
feature
We’re identifying and upselling customers who would benefit from a direct gym membership, so we can help the sector grow again
Features
feature
Bristol University has commited to embracing body positivity, creating more inclusive physical activity environments, rejecting diet culture and raising awareness of eating disorders across its sports and fitness provision. Should the rest of the fitness sector follow suit? Kath Hudson reports
Features
feature
The owner of Nisus Fitness in County Kerry, Joe O'Connor explains how MZ-Remote helped grow memberships during the pandemic and transform Nisus into a hybrid boutique
Features
feature
Wattbike’s lead sport scientist Eddie Fletcher discusses the importance of health assessments, changes in consumer behaviour post-lockdown and the latest UK government strategy
Features
Insight
As the physical activity and sports sector unites to fight its corner in making a case for government investment, Sport England has commissioned a research study to prove the economic value of activity, giving weight to the argument. Tom Walker reports
Features
Sponsored briefing
Welcome to the world of creative fitness, where exercise and fun merge to change the way we train. Technogym is here to inspire you to offer members the best workouts and experience, making sure they have a great time
Features
Research
Five months after the start of lockdown, Leisure-net did a survey to gauge how public sector operators and industry suppliers are faring
Features
Latest News
Mid Ulster District Council (MUDC) in Northern Ireland has won a landmark VAT case, which ...
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The government has pledged to invest £100m in supporting public leisure centres this winter, as ...
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Be Military Fit (BMF) has completed a restructuring project, designed to transform the outdoor fitness ...
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In breaking news, HCM understands the UK government has removed gyms and fitness facilities from ...
Opinion
promotion
Our world has changed since March and together, we are learning and adapting to how this sector can continue to thrive in this COVID conscious world.
Opinion: Why fitness clubs and facilities need to evolve in a COVID-conscious world
Opinion
promotion
In a post-Covid world, member experience is more important than ever before. Your customers’ expectations have been heightened as the coronavirus continues to dominate our everyday lives.
Opinion: Why member experience is more important now than ever before
Featured supplier news
Featured supplier: Matrix takes its partnership with Renault Sport racing team up a gear
Matrix Fitness, the commercial brand of Johnson Health Tech, has announced the renewal of its long term partnership with the Renault F1 Team.
Featured supplier news
Featured supplier: Volution explains how to drive the lifetime value of members through virtual engagement
In April 2020, two-thirds of the world’s gyms went into temporary closure due to COVID-19.
Video Gallery
Temple Gym - Nautilus Equipment
Core Health & Fitness
Temple Gym - Nautilus Equipment Read more
More videos:
Company profiles
Company profile: Gympass
On a mission to defeat inactivity, Gympass is a corporate wellness solution that builds mutually ...
Company profiles
Company profile: Incorpore Limited
Incorpore Ltd is a leading fitness and wellness company which has been successfully delivering solutions ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Exercise equipment
Power Plate: Exercise equipment
Fitness Software
FunXtion International BV: Fitness Software
Locking solutions
Monster Padlocks: Locking solutions
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Management software
fibodo Limited: Management software
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Wearable technology solutions
MyZone: Wearable technology solutions
Software
Volution.fit: 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
03-06 Nov 2020
Online,
Diary dates
12 Nov 2020
Virtual, United States
Diary dates
17 Nov 2020
Loughborough University, Loughborough, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
03-03 Dec 2020
Virtual,
Diary dates
08-09 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
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
Mid Ulster District Council (MUDC) in Northern Ireland has won a landmark VAT case, which ...
Latest News
The government has pledged to invest £100m in supporting public leisure centres this winter, as ...
Latest News
Gyms in Liverpool,UK, have been given the go-ahead to reopen, following a dramatic week of ...
Latest News
Be Military Fit (BMF) has completed a restructuring project, designed to transform the outdoor fitness ...
Latest News
Rod Hill, former president of TRIB3 and director general of Anytime Fitness Iberia, has signed ...
Latest News
Persistent and rising levels of lifestyle disease across the world have exacerbated the effects of ...
Latest News
Customer experience software provider, AskNicely, has announced it will host a new virtual event called ...
Latest News
In breaking news, HCM understands the UK government has removed gyms and fitness facilities from ...
Latest News
Globally, gyms have, on average, seen nearly 70 per cent of their pre-lockdown members return ...
Latest News
A UK government U-turn – just announced – will see gyms and leisure centres staying open ...
Latest News
"Dozens" of gyms in Liverpool, UK, have defied the government and stayed open for business ...
Opinion
promotion
Our world has changed since March and together, we are learning and adapting to how this sector can continue to thrive in this COVID conscious world.
Opinion: Why fitness clubs and facilities need to evolve in a COVID-conscious world
Opinion
promotion
In a post-Covid world, member experience is more important than ever before. Your customers’ expectations have been heightened as the coronavirus continues to dominate our everyday lives.
Opinion: Why member experience is more important now than ever before
Featured supplier news
Featured supplier: Matrix takes its partnership with Renault Sport racing team up a gear
Matrix Fitness, the commercial brand of Johnson Health Tech, has announced the renewal of its long term partnership with the Renault F1 Team.
Featured supplier news
Featured supplier: Volution explains how to drive the lifetime value of members through virtual engagement
In April 2020, two-thirds of the world’s gyms went into temporary closure due to COVID-19.
Video Gallery
Temple Gym - Nautilus Equipment
Core Health & Fitness
Temple Gym - Nautilus Equipment Read more
More videos:
Company profiles
Company profile: Gympass
On a mission to defeat inactivity, Gympass is a corporate wellness solution that builds mutually ...
Company profiles
Company profile: Incorpore Limited
Incorpore Ltd is a leading fitness and wellness company which has been successfully delivering solutions ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Exercise equipment
Power Plate: Exercise equipment
Fitness Software
FunXtion International BV: Fitness Software
Locking solutions
Monster Padlocks: Locking solutions
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Management software
fibodo Limited: Management software
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Wearable technology solutions
MyZone: Wearable technology solutions
Software
Volution.fit: 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
03-06 Nov 2020
Online,
Diary dates
12 Nov 2020
Virtual, United States
Diary dates
17 Nov 2020
Loughborough University, Loughborough, United Kingdom
Diary dates
27-28 Nov 2020
Athena, Leicester, United Kingdom
Diary dates
03-03 Dec 2020
Virtual,
Diary dates
08-09 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
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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