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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

HCM People: José TeixeiraSC Fitness, Portugal: head of customer experience

People often assume that those who pay more stay longer, but we don’t see this. What we see is that if you have PT you stay longer because you use more, not because you pay more

Published in Health Club Management 2019 issue 10
José Teixeira says analysing data is key to understanding your members
José Teixeira says analysing data is key to understanding your members

What’s your back story?
I was a professional athlete in beach volleyball and studied a degree in Sports and Physical Education, before joining Sonae Capital in 2004. Starting as a sales consultant, I went on to be club manager, area manager, operations director and now head of customer experience for the group, overseeing projects, innovation and data.

What does your role as head of customer experience involve?
My role is to improve service quality and length of stay of our clients. Data is the key to this: we have a business intelligence department with two business analysts and a psychologist. Our company no longer has to make assumptions, we can work out the reason and support it with numbers.

We have a lot of data about members: not only information like age, gender, height, weight and health, but their length of stay, and their usage. We track entries and exits of group exercise classes and use sensor cameras to get further usage data, we profile clients, as well as monitor who is coming and who is leaving.

Has this data dispelled some previously held assumptions?
A lot of them. For example, we have found that overcrowding is much more important than both cleaning and maintenance in terms of its role in causing a member to leave. If there isn’t space to work out, because there aren’t enough treadmills or room in the class, they leave.

An instructor missing a class hurts the club a lot more than some hair in the showers. Cleaning and maintenance in the gym is important, but it is not as important as many would assume.

We also found that older people stay as members for longer: they have more stable lives, are more stable financially and move less. And people with a contract also stay longer.

People often assume that those who pay more stay longer, but we don’t see this. What we see is that if you have PT you stay longer because you use more, not because you pay more.

What is the most important factor for improving member retention?
Increasing usage. People who use the club more, stay longer. For each incremental visit per month, people stay 1.26 months longer as members. As soon as we sell a membership, we think about retention: our sales consultants book the assessment when closing the membership and then our fitness instructors help people to build a routine. New members are more likely to drop out, so it is important to get the first 30 days going well: we aim to get new members to come 12 times in the first 30 days.

We used to sell memberships and 20 per cent of the people never even came to the facility, because we didn’t make an appointment for an induction. Now 85 per cent or our new members attend assessments.

Are you using any other tools to build retention?
Group fitness classes are really good at building commitment, because the instructor can say at the end of the class to come back again next week. We are trying to create this similar interaction on the fitness floor, maybe by giving them a challenge, but also to keep developing our group exercise programme.

Our average length of stay is 20 to 24 months, but this can rise to three or four years for those who do fitness classes: people like it because the workout is measured in time, you know what you do, it’s social and you get results.

How can other operators improve their business intelligence?
Just an Excel spreadsheet does miracles. Many clubs don’t know simple information, such as how many males and females they have, how many of their members are boomers, or millennials, or their average usage in the first 30 days. This is all very easy information to find out.

Clubs need to track their own reality, finding out their member profile and who is joining and leaving. Every club is different – even within our clubs we see differences.

What’s the benefit of having a psychologist on the team?
Ninety nine per cent of the communication our fitness instructors have with members is about creating a routine and changing behaviour, which are all psychological questions. So, our psychologist is working on ways to improve the quality of communication with members, as well as informing our zero to 500 customer lifecycle, which is focused on keeping members engaged throughout the lifecycle.

Any future plans for the brand?
One of the things we’re looking at is how to integrate fitness and activity into everyday lives. All operators need to be looking to be multi-channel operators, so we can engage with our members 24/7, so that when they are not in the club they can still stream our classes, or do exercises set by instructors at the gym.

SC Fitness owns 35 clubs across three brands in Portugal

Solinca is a mid-market offering with pool and fitness, catering for every age from babies to seniors, with the most popular demographic being 40 year olds. Priced at €40-€50 per month, there are currently 20 clubs, with two more opening this year.

Purchased two years ago, Pump is a low cost chain of 14 clubs, which offer gym and group exercise classes, but no pool. Popular among younger people in their 20s and 30s, membership is €20-€35 a month. Three more will open this year.

SC Fitness owns one premium club, which was acquired last year and rebranded to One. It is similar to Solinca, but with higher quality equipment and materials, less members and higher retention. It costs €60-€65 a month and appeals mainly to an older demographic.

Pump is a low cost chain of 14 clubs, owned by SC Fitness
Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Solinca is SC Fitness’s mid-market offering, catering for everyone – from babies to seniors
Solinca is SC Fitness’s mid-market offering, catering for everyone – from babies to seniors
Pump clubs are popular among people in their 20s and 30s
Pump clubs are popular among people in their 20s and 30s
Teixeira says group exercise classes are great for building commitment in members
Teixeira says group exercise classes are great for building commitment in members
http://www.leisureopportunities.com/images/imagesX/953236_865777.jpg
Jose Teixeira, head of customer experience at SC Fitness in Portugal, explains how analysing data is the key to understanding members and increasing retention
SC Fitness, Jose Teixeira,retention, data, customer experience, SC Fitness, Jose Teixeira
People
HCM people

Dan Bond

Owner, CrossFit Fort Ashton
We’d explained leading up to the lockdown that if everyone decided to freeze or cancel, then there would be a possibility of not having a gym to come back to
People
The pandemic has sped up our progress towards the strategy we’d outlined – to become a coaching company that happens to have clubs and support people in achieving their goals, wherever they choose to work out
People
HCM people

Debra Wein

founder and CEO, Wellness Workdays
I’ve always felt that if individuals had more education and understanding of nutrition and healthy lifestyle principles, we could literally change lives
Features
FIBO Awards
Although the show has been rescheduled, the six winners of the FIBO Innovation and Trend Awards 2020 have still been announced. We take a look at the companies whose developments help motivate people to live healthier lives
Features
Finance
Change is coming, with consolidation likely in the market – especially in the boutique sector. Nadim Meer advises operators how to position themselves for investment
Features
Statistics
IHRSA’s Kristen Walsh gets a briefing from Blair McHaney on how operators can use gym member insight to inform reopening decisions and practices
Features
Accessibility
Sport England has teamed up with 15 health and social care charities to find ways to support people living with 10 different health conditions to be physically active. Kath Hudson finds out more
Features
Insight
As some of the UK’s top gym operators unveil their reopening videos, insight specialists, Paul Roberts and Mike Evans, analyse members’ reactions on social media
Features
Editor's letter
The pandemic is stretching the industry to the limit and it’s a time none of us will ever forget. Moving forward, we need to make a plan to ensure we’re better prepared to represent ourselves in the corridors of power
Features
The way I see it
As Technogym launches its new virtual and on-demand services, Francesco Arlotti, head of digital solutions, shares his thoughts with HCM
Features
Latest News
Industry body, ukactive, has questioned the decision to close gyms and health clubs as part ...
Latest News
Prime Minister Boris Johnson has paid a surprise visit to a branch of The Gym ...
Latest News
Planet Fitness' share price on the New York Stock Exchange has remained steady at between ...
Latest News
Two of the largest health club operators in the US have announced that members and ...
Latest News
If you're a personal trainer working in the UK, you can now get online PT ...
Latest News
A member of SAGE, the government’s independent group of scientific advisers, has said gyms, pubs ...
Latest News
Following approval to build a £250mn wellbeing resort in Manchester, Therme Group has revealed plans ...
Latest News
Europe's largest gym chain, Basic-Fit, has provided the European fitness sector with some optimism, after ...
Opinion
promotion
Evidence suggests that over many years personal trainers have been forced to leave the fitness industry because employment patterns are erratic, earnings are inconsistent and it is difficult to build up value needed to secure an appropriate lifestyle.
Opinion: Personal trainers need support as employment opportunities diminish: FREE on-demand webinar
Opinion
promotion
Data-driven businesses are some of today’s greatest global success stories, providing blueprints for success.
Opinion: Up your ‘data game’ to successfully relaunch your fitness business
Featured supplier news
Featured supplier: Let's get restarted: Physical Company offers advice on keeping gym members safe
As countries around the world gear up to relax their lockdown rules, there remains a question mark over gyms and studios, which in many markets will be one of the last sectors to be given the green light.
Featured supplier news
Featured supplier: Gympass partners with F45 Training to bring functional team training to world's largest corporate fitness platform
Gympass, the world’s largest corporate fitness platform, has announced a partnership with F45 Training, one of the world’s fastest-growing fitness franchisors that will give its corporate members access to their global network of workout facilities.
Company profiles
Company profile: Physical Company Ltd
Physical Company provides specialist fitness solutions. This includes equipment, flooring, gym design, programming and training ...
Company profiles
Company profile: Myzone Group Ltd
At Myzone we reward Effort to solve the pervasive problem of ‘diminishing motivation within exercisers’ ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Management software
Fisikal: Management software
Wearable technology solutions
MyZone: Wearable technology solutions
Skincare
Sothys: Skincare
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Fitness software
Go Do.Fitness: Fitness software
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Design consultants
Zynk Design Consultants: Design consultants
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
21-24 Sep 2020
Messe Stuttgart, Germany
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, 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

features

HCM People: José TeixeiraSC Fitness, Portugal: head of customer experience

People often assume that those who pay more stay longer, but we don’t see this. What we see is that if you have PT you stay longer because you use more, not because you pay more

Published in Health Club Management 2019 issue 10
José Teixeira says analysing data is key to understanding your members
José Teixeira says analysing data is key to understanding your members

What’s your back story?
I was a professional athlete in beach volleyball and studied a degree in Sports and Physical Education, before joining Sonae Capital in 2004. Starting as a sales consultant, I went on to be club manager, area manager, operations director and now head of customer experience for the group, overseeing projects, innovation and data.

What does your role as head of customer experience involve?
My role is to improve service quality and length of stay of our clients. Data is the key to this: we have a business intelligence department with two business analysts and a psychologist. Our company no longer has to make assumptions, we can work out the reason and support it with numbers.

We have a lot of data about members: not only information like age, gender, height, weight and health, but their length of stay, and their usage. We track entries and exits of group exercise classes and use sensor cameras to get further usage data, we profile clients, as well as monitor who is coming and who is leaving.

Has this data dispelled some previously held assumptions?
A lot of them. For example, we have found that overcrowding is much more important than both cleaning and maintenance in terms of its role in causing a member to leave. If there isn’t space to work out, because there aren’t enough treadmills or room in the class, they leave.

An instructor missing a class hurts the club a lot more than some hair in the showers. Cleaning and maintenance in the gym is important, but it is not as important as many would assume.

We also found that older people stay as members for longer: they have more stable lives, are more stable financially and move less. And people with a contract also stay longer.

People often assume that those who pay more stay longer, but we don’t see this. What we see is that if you have PT you stay longer because you use more, not because you pay more.

What is the most important factor for improving member retention?
Increasing usage. People who use the club more, stay longer. For each incremental visit per month, people stay 1.26 months longer as members. As soon as we sell a membership, we think about retention: our sales consultants book the assessment when closing the membership and then our fitness instructors help people to build a routine. New members are more likely to drop out, so it is important to get the first 30 days going well: we aim to get new members to come 12 times in the first 30 days.

We used to sell memberships and 20 per cent of the people never even came to the facility, because we didn’t make an appointment for an induction. Now 85 per cent or our new members attend assessments.

Are you using any other tools to build retention?
Group fitness classes are really good at building commitment, because the instructor can say at the end of the class to come back again next week. We are trying to create this similar interaction on the fitness floor, maybe by giving them a challenge, but also to keep developing our group exercise programme.

Our average length of stay is 20 to 24 months, but this can rise to three or four years for those who do fitness classes: people like it because the workout is measured in time, you know what you do, it’s social and you get results.

How can other operators improve their business intelligence?
Just an Excel spreadsheet does miracles. Many clubs don’t know simple information, such as how many males and females they have, how many of their members are boomers, or millennials, or their average usage in the first 30 days. This is all very easy information to find out.

Clubs need to track their own reality, finding out their member profile and who is joining and leaving. Every club is different – even within our clubs we see differences.

What’s the benefit of having a psychologist on the team?
Ninety nine per cent of the communication our fitness instructors have with members is about creating a routine and changing behaviour, which are all psychological questions. So, our psychologist is working on ways to improve the quality of communication with members, as well as informing our zero to 500 customer lifecycle, which is focused on keeping members engaged throughout the lifecycle.

Any future plans for the brand?
One of the things we’re looking at is how to integrate fitness and activity into everyday lives. All operators need to be looking to be multi-channel operators, so we can engage with our members 24/7, so that when they are not in the club they can still stream our classes, or do exercises set by instructors at the gym.

SC Fitness owns 35 clubs across three brands in Portugal

Solinca is a mid-market offering with pool and fitness, catering for every age from babies to seniors, with the most popular demographic being 40 year olds. Priced at €40-€50 per month, there are currently 20 clubs, with two more opening this year.

Purchased two years ago, Pump is a low cost chain of 14 clubs, which offer gym and group exercise classes, but no pool. Popular among younger people in their 20s and 30s, membership is €20-€35 a month. Three more will open this year.

SC Fitness owns one premium club, which was acquired last year and rebranded to One. It is similar to Solinca, but with higher quality equipment and materials, less members and higher retention. It costs €60-€65 a month and appeals mainly to an older demographic.

Pump is a low cost chain of 14 clubs, owned by SC Fitness
Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Solinca is SC Fitness’s mid-market offering, catering for everyone – from babies to seniors
Solinca is SC Fitness’s mid-market offering, catering for everyone – from babies to seniors
Pump clubs are popular among people in their 20s and 30s
Pump clubs are popular among people in their 20s and 30s
Teixeira says group exercise classes are great for building commitment in members
Teixeira says group exercise classes are great for building commitment in members
http://www.leisureopportunities.com/images/imagesX/953236_865777.jpg
Jose Teixeira, head of customer experience at SC Fitness in Portugal, explains how analysing data is the key to understanding members and increasing retention
SC Fitness, Jose Teixeira,retention, data, customer experience, SC Fitness, Jose Teixeira
Latest News
Industry body, ukactive, has questioned the decision to close gyms and health clubs as part ...
Latest News
Prime Minister Boris Johnson has paid a surprise visit to a branch of The Gym ...
Latest News
Planet Fitness' share price on the New York Stock Exchange has remained steady at between ...
Latest News
Two of the largest health club operators in the US have announced that members and ...
Latest News
If you're a personal trainer working in the UK, you can now get online PT ...
Latest News
A member of SAGE, the government’s independent group of scientific advisers, has said gyms, pubs ...
Latest News
Following approval to build a £250mn wellbeing resort in Manchester, Therme Group has revealed plans ...
Latest News
Europe's largest gym chain, Basic-Fit, has provided the European fitness sector with some optimism, after ...
Latest News
DW Sports is going into administration saying it's working to save its 73-strong gym portfolio. ...
Latest News
The American Council on Exercise (ACE) is urging US Congress to pass a new law ...
Latest News
Equipment giant Technogym has introduced its new Excite line of fully-connected cardio kit that has ...
Opinion
promotion
Evidence suggests that over many years personal trainers have been forced to leave the fitness industry because employment patterns are erratic, earnings are inconsistent and it is difficult to build up value needed to secure an appropriate lifestyle.
Opinion: Personal trainers need support as employment opportunities diminish: FREE on-demand webinar
Opinion
promotion
Data-driven businesses are some of today’s greatest global success stories, providing blueprints for success.
Opinion: Up your ‘data game’ to successfully relaunch your fitness business
Featured supplier news
Featured supplier: Let's get restarted: Physical Company offers advice on keeping gym members safe
As countries around the world gear up to relax their lockdown rules, there remains a question mark over gyms and studios, which in many markets will be one of the last sectors to be given the green light.
Featured supplier news
Featured supplier: Gympass partners with F45 Training to bring functional team training to world's largest corporate fitness platform
Gympass, the world’s largest corporate fitness platform, has announced a partnership with F45 Training, one of the world’s fastest-growing fitness franchisors that will give its corporate members access to their global network of workout facilities.
Company profiles
Company profile: Physical Company Ltd
Physical Company provides specialist fitness solutions. This includes equipment, flooring, gym design, programming and training ...
Company profiles
Company profile: Myzone Group Ltd
At Myzone we reward Effort to solve the pervasive problem of ‘diminishing motivation within exercisers’ ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Management software
Fisikal: Management software
Wearable technology solutions
MyZone: Wearable technology solutions
Skincare
Sothys: Skincare
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Gym flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Gym flooring
Fitness software
Go Do.Fitness: Fitness software
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Design consultants
Zynk Design Consultants: Design consultants
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Property & Tenders
Waltham Abbey, Essex
Lee Valley Regional Park Authority
Property & Tenders
Diary dates
21-24 Sep 2020
Loews Coronado Bay Resort, Coronado, United States
Diary dates
21-24 Sep 2020
Messe Stuttgart, Germany
Diary dates
22-23 Sep 2020
Heythrop Park, United Kingdom
Diary dates
17-23 Oct 2020
Pinggu, Beijing, China
Diary dates
03-06 Nov 2020
Online,
Diary dates
27-28 Nov 2020
Athena, Leicester, 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
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