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
FreeMotion Fitness
FreeMotion Fitness
FreeMotion Fitness
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
Health Club Management

Health Club Management

features

Sponsored: Hussle: A risk free route to new members

More than 30,000 Hussle users have been turned into direct members in the last 18 months. Find out how Hussle can help your business bounce back

Published in Health Club Management 2021 issue 4
Hussle says its business model has been developed to protect the interests of gym operators / photo: HUSSLE
Hussle says its business model has been developed to protect the interests of gym operators / photo: HUSSLE

Operators lost 30-40 per cent of members during a year where the pandemic saw our industry forced to close three times. With estimates suggesting UK gyms have lost in the region of £2.3 billion in revenue it stands to reason that this year’s primary focus is going to be rebuilding memberships to recoup lost revenue and drive new income streams.

Naturally this will involve re-engaging old members and anecdotal feedback suggests operators are expecting a post-COVID ‘bounce’ on reopening, caused by significant pent-up demand. But once that wears off and the tougher summer months kick in, a more important consideration will be how to attract the 85 per cent of the population who don’t currently interact with our industry at all. This cohort is exactly the customers that fitness marketplace Hussle can help operators target.

A wider appeal
Hussle appeals to very specific customer wants – choice, freedom and flexibility.

There are customers who need more than one venue to fit their lifestyle – with access to facilities in several locations – so wouldn’t join a single gym. Then there are customers who are keen to try venues before joining directly and who try-before-they-buy via Hussle.

“This is where our Membership Conversion Service (MCS) comes into its own, generating new direct members with no marketing costs,” says Jamie Owens, director of fitness partnerships at Hussle. “We proactively encourage users to join clubs they attend regularly. On average, 26 per cent of Hussle customers go on to become direct members – more than 30,000 users have been turned into exclusive members in the last 18 months alone.

“With MCS we present a unique offer to gyms. We make joining a seamless journey for the customer and, in doing so, convert more high-value direct members.

“What makes Hussle unique in the market is that a member converted is just that, an actual member. Most marketing partners provide operators with revenue, but the customers will never become their own. Hussle isn’t trying to own the customer, just enabling them to make an informed choice – and if one gym offers the right fit, we actively encourage them to join.”

Hussle also attracts hybrid customers. “This is the area we’ve seen grow hugely during the pandemic”, says Owens. “These are the customers who get fit in numerous ways, who spend on other fitness services, but still want occasional gym access.”

Keep them engaged by being flexible
Peloton saw its quarterly workouts more than quadruple during 2020 – from 19m in Q1 to 77m in Q4, while ClubIntel reports that 72 per cent of global operators now offer on-demand and livestream workouts – up from just 25 per cent in 2019. With tech giants like Apple and Google getting involved, this member cohort is only set to grow.

These services could represent a threat to operators’ wallet share, but an October 2020 IHRSA report found 95 per cent of members miss at least one aspect of the gym; evidence that a flexible offering will be the way to ensure these modern members, who don’t want a one-size-fits-all gym, continue to use bricks and mortar facilities at least on some basis.

Increase footfall
By offering two types of pass to access venues, Hussle enables operators to create an even broader appeal. Members who need more than one venue can opt for the Multi-Club Pass – priced at a premium to protect operators’ own direct membership.

Try-before-they-buy members, alongside those wanting occasional gym access, can opt for the Day Pass, based on operators’ own prices.

Either way Hussle gets footfall through the door, risk free. “We appeal to customers by investing in two main marketing channels – direct to the consumer through big-brand partnerships with companies such as American Express and Vodafone, as well as via big-name employers providing fitness-as-a-benefit, such as Travelodge, Facebook, Channel 4, and multiple NHS trusts,” explains Owens. “And finally, our key audience is aged 20-35 – the next generation of gym members, who are typically younger than most operators’ core 40-plus audience, offering yet another opportunity to get new people engaged.”

To find out more about Hussle or to become a partner visit www.hussle.com/list-my-gym. It’s free to list a gym on the platform and we’re always keen to discuss building a recovery partnership with operators.

www.hussle.com

photo: HUSSLE

"Our audience is aged 20-35 – the next generation of gym members – offering yet another opportunity to get new people engaged"

– Jamie Owens, Hussle

“When I was working across the UK, Hussle’s flexibility allowed me to explore some great gyms that I wouldn’t have known about otherwise. “When I’m based in one place, I use Hussle to test out the best gym for me in the area and then purchase a direct membership. I always keep an eye on Hussle for new gyms, so that I can try them out when I’m travelling in different areas”

– Jordan, 36-year-old engineer, Cardiff

Rebuilding memberships is a priority as the industry comes out of lockdown / photo: HUSSLE
Rebuilding memberships is a priority as the industry comes out of lockdown / photo: HUSSLE
Hussle invests in marketing to consumers via big-brand partnerships and corporate health / photo: HUSSLE
Hussle invests in marketing to consumers via big-brand partnerships and corporate health / photo: HUSSLE
https://www.leisureopportunities.co.uk/images/2021/900597_184107.jpg
More than 30,000 Hussle users have been turned into direct members in the last 18 months.
HCM magazine
Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – [email protected]
HCM magazine
Running booms when health clubs and gyms are closed. Could this enthusiasm result in treadmill training becoming the new spinning? Kath Hudson reports
HCM magazine
How have consumers responded to the end of lockdowns? Cesar Carvalho shares some bounceback numbers with HCM
HCM Magazine
Sponsored
Fitness professionals make great social prescribing linkworkers, as their consultation skills, ability to recognise cues when speaking to people and follow-up on actions are all called upon
HCM Magazine
Supplier launch
Life Fitness introduces Integrity SL, the next-generation LED console with intuitive functionality and digital connectivity
HCM Magazine
HCM people
This partnership with F45 is an exciting business venture for me
HCM Magazine
Sponsored
Billed as the ‘2021 Experience Tour’, Egym has taken its connected gym floor experience on the road around the UK
HCM Magazine
Interview
David Lloyd Leisure has not only regained its pre-pandemic member numbers, it’s also seeking acquisitions, going hard on digital and continuing to upgrade its portfolio. Its CEO talks to Kate Cracknell
HCM Magazine
Sponsored
Andy Janes and Jamie Whisken explain the vision behind R1SE Bournemouth, and why Technogym was their choice of partner in delivering their unique fusion boutique
HCM Magazine
Tokyo Olympics
GLL is best known for running leisure facilities on behalf of local authorities across the UK, but a lesser-known part of its remit is its GLL Sport Foundation which supports Olympic hopefuls. Liz Terry finds out more
HCM Magazine
Latest News
People should concentrate on exercise and staying fit – rather than dieting and weight loss ...
Latest News
Sibec Europe, scheduled to take place in Cologne, Germany, from 2 to 5 November 2021, ...
Latest News
Swim England has warned that 2,000 swimming pools could be lost forever unless the government ...
Latest News
Sports Minister, Nigel Huddleston, has joined gym-goers this morning to kick-off the annual National Fitness ...
Latest News
A new high-end workspace, designed for the use of personal trainers, coaches and other health ...
Latest News
VAT reform, adjustments in business rates and a fitness-led high street regeneration push could see ...
Latest News
Peloton has completed the merging of its commercial operations with Precor, the equipment brand it ...
Latest News
Half of UK adults aren't happy with their physical fitness levels, according to a study ...
Featured supplier news
Featured supplier news: Will your business last without digital transformation?
During the pandemic, a digital transformation took off faster than anyone could have predicted with meetings in person cancelled and millions working from home.
Featured supplier news
Featured supplier news: Active IQ Skills Hub helps fitness professionals boost skills in post-Covid market
Suffice to say that the pandemic has completely changed the way fitness professionals work and the way consumers work out – and therein lies opportunity.
Featured operator news
Featured operator news: Everyone Active generates £342m in social value
Award-winning leisure operator Everyone Active generated £342million in social value at its sites across the country in 2019/20.
Featured operator news
Featured operator news: Being active helps Parkwood Leisure customers save the NHS £16m
Parkwood Leisure, one of the UK’s leading public leisure facilities operators, helped prevent more than 7,000 cases of stroke, dementia, depression and type 2 diabetes in 2019, saving the NHS £16 million, a new social value report has shown.
Company profiles
Company profile: Premier Software Solutions Ltd
Premier Software was founded in 1994 and has proven experience developing business management solutions specifically ...
Company profiles
Company profile: Merrithew™ - Leaders in Mindful Movement™
Merrithew™ enriches the lives of others with responsible exercise modalities and innovative, multidisciplinary fitness offerings ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness equipment
Octane Fitness: Fitness equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Skincare
Sothys: Skincare
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Red Light Therapy
 Red Light Rising: Red Light Therapy
Architects/designers
Zynk Design Consultants: Architects/designers
Uniforms
Service Sport: Uniforms
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Salt therapy products
Himalayan Source: Salt therapy products
Management software
Premier Software Solutions: Management software
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
13-14 Oct 2021
Online,
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

features

Sponsored: Hussle: A risk free route to new members

More than 30,000 Hussle users have been turned into direct members in the last 18 months. Find out how Hussle can help your business bounce back

Published in Health Club Management 2021 issue 4
Hussle says its business model has been developed to protect the interests of gym operators / photo: HUSSLE
Hussle says its business model has been developed to protect the interests of gym operators / photo: HUSSLE

Operators lost 30-40 per cent of members during a year where the pandemic saw our industry forced to close three times. With estimates suggesting UK gyms have lost in the region of £2.3 billion in revenue it stands to reason that this year’s primary focus is going to be rebuilding memberships to recoup lost revenue and drive new income streams.

Naturally this will involve re-engaging old members and anecdotal feedback suggests operators are expecting a post-COVID ‘bounce’ on reopening, caused by significant pent-up demand. But once that wears off and the tougher summer months kick in, a more important consideration will be how to attract the 85 per cent of the population who don’t currently interact with our industry at all. This cohort is exactly the customers that fitness marketplace Hussle can help operators target.

A wider appeal
Hussle appeals to very specific customer wants – choice, freedom and flexibility.

There are customers who need more than one venue to fit their lifestyle – with access to facilities in several locations – so wouldn’t join a single gym. Then there are customers who are keen to try venues before joining directly and who try-before-they-buy via Hussle.

“This is where our Membership Conversion Service (MCS) comes into its own, generating new direct members with no marketing costs,” says Jamie Owens, director of fitness partnerships at Hussle. “We proactively encourage users to join clubs they attend regularly. On average, 26 per cent of Hussle customers go on to become direct members – more than 30,000 users have been turned into exclusive members in the last 18 months alone.

“With MCS we present a unique offer to gyms. We make joining a seamless journey for the customer and, in doing so, convert more high-value direct members.

“What makes Hussle unique in the market is that a member converted is just that, an actual member. Most marketing partners provide operators with revenue, but the customers will never become their own. Hussle isn’t trying to own the customer, just enabling them to make an informed choice – and if one gym offers the right fit, we actively encourage them to join.”

Hussle also attracts hybrid customers. “This is the area we’ve seen grow hugely during the pandemic”, says Owens. “These are the customers who get fit in numerous ways, who spend on other fitness services, but still want occasional gym access.”

Keep them engaged by being flexible
Peloton saw its quarterly workouts more than quadruple during 2020 – from 19m in Q1 to 77m in Q4, while ClubIntel reports that 72 per cent of global operators now offer on-demand and livestream workouts – up from just 25 per cent in 2019. With tech giants like Apple and Google getting involved, this member cohort is only set to grow.

These services could represent a threat to operators’ wallet share, but an October 2020 IHRSA report found 95 per cent of members miss at least one aspect of the gym; evidence that a flexible offering will be the way to ensure these modern members, who don’t want a one-size-fits-all gym, continue to use bricks and mortar facilities at least on some basis.

Increase footfall
By offering two types of pass to access venues, Hussle enables operators to create an even broader appeal. Members who need more than one venue can opt for the Multi-Club Pass – priced at a premium to protect operators’ own direct membership.

Try-before-they-buy members, alongside those wanting occasional gym access, can opt for the Day Pass, based on operators’ own prices.

Either way Hussle gets footfall through the door, risk free. “We appeal to customers by investing in two main marketing channels – direct to the consumer through big-brand partnerships with companies such as American Express and Vodafone, as well as via big-name employers providing fitness-as-a-benefit, such as Travelodge, Facebook, Channel 4, and multiple NHS trusts,” explains Owens. “And finally, our key audience is aged 20-35 – the next generation of gym members, who are typically younger than most operators’ core 40-plus audience, offering yet another opportunity to get new people engaged.”

To find out more about Hussle or to become a partner visit www.hussle.com/list-my-gym. It’s free to list a gym on the platform and we’re always keen to discuss building a recovery partnership with operators.

www.hussle.com

photo: HUSSLE

"Our audience is aged 20-35 – the next generation of gym members – offering yet another opportunity to get new people engaged"

– Jamie Owens, Hussle

“When I was working across the UK, Hussle’s flexibility allowed me to explore some great gyms that I wouldn’t have known about otherwise. “When I’m based in one place, I use Hussle to test out the best gym for me in the area and then purchase a direct membership. I always keep an eye on Hussle for new gyms, so that I can try them out when I’m travelling in different areas”

– Jordan, 36-year-old engineer, Cardiff

Rebuilding memberships is a priority as the industry comes out of lockdown / photo: HUSSLE
Rebuilding memberships is a priority as the industry comes out of lockdown / photo: HUSSLE
Hussle invests in marketing to consumers via big-brand partnerships and corporate health / photo: HUSSLE
Hussle invests in marketing to consumers via big-brand partnerships and corporate health / photo: HUSSLE
https://www.leisureopportunities.co.uk/images/2021/900597_184107.jpg
More than 30,000 Hussle users have been turned into direct members in the last 18 months.
Latest News
People should concentrate on exercise and staying fit – rather than dieting and weight loss ...
Latest News
Sibec Europe, scheduled to take place in Cologne, Germany, from 2 to 5 November 2021, ...
Latest News
Swim England has warned that 2,000 swimming pools could be lost forever unless the government ...
Latest News
Sports Minister, Nigel Huddleston, has joined gym-goers this morning to kick-off the annual National Fitness ...
Latest News
A new high-end workspace, designed for the use of personal trainers, coaches and other health ...
Latest News
VAT reform, adjustments in business rates and a fitness-led high street regeneration push could see ...
Latest News
Peloton has completed the merging of its commercial operations with Precor, the equipment brand it ...
Latest News
Half of UK adults aren't happy with their physical fitness levels, according to a study ...
Latest News
Temporary measures brought in to support businesses in the UK from insolvency during the pandemic ...
Latest News
Nadine Dorries has replaced Oliver Dowden as the Secretary of State for Digital, Media, Culture ...
Latest News
In a major move against the gym market, Apple has revealed a number of upgrades ...
Featured supplier news
Featured supplier news: Will your business last without digital transformation?
During the pandemic, a digital transformation took off faster than anyone could have predicted with meetings in person cancelled and millions working from home.
Featured supplier news
Featured supplier news: Active IQ Skills Hub helps fitness professionals boost skills in post-Covid market
Suffice to say that the pandemic has completely changed the way fitness professionals work and the way consumers work out – and therein lies opportunity.
Featured operator news
Featured operator news: Everyone Active generates £342m in social value
Award-winning leisure operator Everyone Active generated £342million in social value at its sites across the country in 2019/20.
Featured operator news
Featured operator news: Being active helps Parkwood Leisure customers save the NHS £16m
Parkwood Leisure, one of the UK’s leading public leisure facilities operators, helped prevent more than 7,000 cases of stroke, dementia, depression and type 2 diabetes in 2019, saving the NHS £16 million, a new social value report has shown.
Company profiles
Company profile: Premier Software Solutions Ltd
Premier Software was founded in 1994 and has proven experience developing business management solutions specifically ...
Company profiles
Company profile: Merrithew™ - Leaders in Mindful Movement™
Merrithew™ enriches the lives of others with responsible exercise modalities and innovative, multidisciplinary fitness offerings ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness equipment
Octane Fitness: Fitness equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Skincare
Sothys: Skincare
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Red Light Therapy
 Red Light Rising: Red Light Therapy
Architects/designers
Zynk Design Consultants: Architects/designers
Uniforms
Service Sport: Uniforms
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Salt therapy products
Himalayan Source: Salt therapy products
Management software
Premier Software Solutions: Management software
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
13-14 Oct 2021
Online,
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
Search news, features & products:
Find a supplier:
FreeMotion Fitness
FreeMotion Fitness