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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Sponsored: Hussle: New normal, new opportunity

Hussle is offering operators the opportunity to take part in a pilot for its new MAP service to enable them to secure new members without upfront costs. Hussle’s Jamie Owens tells us more about the insights that drove this initiative

Published in Health Club Management 2020 issue 9
'We’re creating a
new joiner channel
for gyms' - Jamie Owens / PHOTO: hussle
'We’re creating a new joiner channel for gyms' - Jamie Owens / PHOTO: hussle
We’re identifying and upselling customers who would benefit from a direct gym membership, so we can help the sector grow again

Jamie Owens has been busy this summer and with a unique perspective on the market, having worked for operators such as Nuffield Health and Virgin Active prior to his appointment as head of sales at Hussle, he’s experienced the aggregation model from both sides. 

His brief on joining the company last year was to bring an operator mindset to the services provided and better align them to the needs of the industry.

The pandemic has turned the fitness industry on its head and Owens has spent the last few months hosting a series of virtual roundtables with gym operators from across the sector to get their views on what happens next.

With the insights gained from these conversations, he’s recently released a three-part blog series discussing the impact of lockdown on operator revenues and pioneered a new service from Hussle called MAP. More on that later.

The need to shift strategies
“Most operators I’ve spoken to hit their revised membership targets by the second week of August,” he says, “but the general consensus is that this pent-up demand is comparable to the mini-bubble being reported in the housing market.

“The sustainability of this demand is the bigger challenge for operators, with September results proving to be sobering for many. Operators I’ve spoken to are reporting losses of as many as 40 per cent of pre-lockdown members.”

Owens’ discussions reflect a consistent experience from fitness facilities across the sector. Everyone’s experiencing a chunk of members who have not yet renewed or returned.

As well as cancellations, operators are also reporting a big shift in usage patterns. While a proportion of customers have moved towards digital home workouts, there’s also a difference when it comes to which clubs are getting used and when they’re busy.

“Operators I’ve spoken to during our roundtables have reported that although overall member usage is creeping up to around 60 per cent of visits, compared to last year, this is dominated by suburban and residential sites,” says Owens. “City centre locations are being impacted the most, with usage down to as little as 5 per cent compared to pre-lockdown.

“If this becomes a longer-term trend, some operators will find their estate is now in the wrong location to attract members,” he says. “I suspect we’ll see increased demand for property deals for new gyms, especially in the budget sector, to reflect this shift towards residential locations.”

The focus now is on how to grow again, says Owens: “The real challenge is knowing how much to commit to marketing while customer demand remains relatively unknown. One operator we spoke to reported that a Facebook campaign that would previously have generated around 20 new members per club, only attracted one per club in August. At that level, the investment in that marketing channel is uneconomic.”

Handing over high value members
“It remains a turbulent and unpredictable time to be trading, says Owens. “Fitness facilities are going to need new strategies to regain momentum.

“One thing we can agree on is that the fitness industry is a flexible and resilient sector. The overall sentiment from the operators I’ve spoken with is that they’re willing to try new solutions even if that means changing the way they think about member acquisition.”

This brings us back to the Membership Acquisition Programme (MAP) that Owens has pioneered to support operators and help them rebuild their core membership revenue stream.  

MAP from Hussle is an algorithm-driven service which segments customers using the Hussle marketplace and targets them with offers for an operator’s membership options.  

The idea for the service came from findings produced by Aggregation in Fitness, the independently-audited Whitepaper from Fusion Analytics which was published in late 2019.   

“The Whitepaper revealed two standout things about gym membership that – as a former head of membership sales – really got my attention,” says Owens.

“Firstly, 71 per cent of Hussle customers used a gym they wouldn’t otherwise have visited. These customers offer a new revenue stream that operators can access, without risking their own marketing money, as that cost and risk falls on Hussle.

“Secondly, 26 per cent of Hussle customers go on to join a gym directly. To date this has occurred completely organically, but in a trading environment where operators need to rebuild their membership base, Hussle can help significantly.

“We’re launching MAP on a pilot basis with selected operators and we believe that with the right collaboration, we can continue to provide valuable revenue for customers who require multi-club access, as well as identifying and upselling customers who would benefit more from a direct gym membership, so we help the sector grow again.”

• If you’re interested in your business participating in the MAP pilot, please contact: [email protected]

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
The new Hussle MAP service has been designed to support operators in rebuilding their membership base / PHOTO: hussle
The new Hussle MAP service has been designed to support operators in rebuilding their membership base / PHOTO: hussle
https://www.leisureopportunities.co.uk/images/2020/507932_836193.jpg
Hussle is offering operators the opportunity to take part in a pilot for its new MAP service to enable them to secure new members without upfront costs.
Hussle, Hussle MAP, Jamie Owens,fitness, gym, membership, joining
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features

Sponsored: Hussle: New normal, new opportunity

Hussle is offering operators the opportunity to take part in a pilot for its new MAP service to enable them to secure new members without upfront costs. Hussle’s Jamie Owens tells us more about the insights that drove this initiative

Published in Health Club Management 2020 issue 9
'We’re creating a
new joiner channel
for gyms' - Jamie Owens / PHOTO: hussle
'We’re creating a new joiner channel for gyms' - Jamie Owens / PHOTO: hussle
We’re identifying and upselling customers who would benefit from a direct gym membership, so we can help the sector grow again

Jamie Owens has been busy this summer and with a unique perspective on the market, having worked for operators such as Nuffield Health and Virgin Active prior to his appointment as head of sales at Hussle, he’s experienced the aggregation model from both sides. 

His brief on joining the company last year was to bring an operator mindset to the services provided and better align them to the needs of the industry.

The pandemic has turned the fitness industry on its head and Owens has spent the last few months hosting a series of virtual roundtables with gym operators from across the sector to get their views on what happens next.

With the insights gained from these conversations, he’s recently released a three-part blog series discussing the impact of lockdown on operator revenues and pioneered a new service from Hussle called MAP. More on that later.

The need to shift strategies
“Most operators I’ve spoken to hit their revised membership targets by the second week of August,” he says, “but the general consensus is that this pent-up demand is comparable to the mini-bubble being reported in the housing market.

“The sustainability of this demand is the bigger challenge for operators, with September results proving to be sobering for many. Operators I’ve spoken to are reporting losses of as many as 40 per cent of pre-lockdown members.”

Owens’ discussions reflect a consistent experience from fitness facilities across the sector. Everyone’s experiencing a chunk of members who have not yet renewed or returned.

As well as cancellations, operators are also reporting a big shift in usage patterns. While a proportion of customers have moved towards digital home workouts, there’s also a difference when it comes to which clubs are getting used and when they’re busy.

“Operators I’ve spoken to during our roundtables have reported that although overall member usage is creeping up to around 60 per cent of visits, compared to last year, this is dominated by suburban and residential sites,” says Owens. “City centre locations are being impacted the most, with usage down to as little as 5 per cent compared to pre-lockdown.

“If this becomes a longer-term trend, some operators will find their estate is now in the wrong location to attract members,” he says. “I suspect we’ll see increased demand for property deals for new gyms, especially in the budget sector, to reflect this shift towards residential locations.”

The focus now is on how to grow again, says Owens: “The real challenge is knowing how much to commit to marketing while customer demand remains relatively unknown. One operator we spoke to reported that a Facebook campaign that would previously have generated around 20 new members per club, only attracted one per club in August. At that level, the investment in that marketing channel is uneconomic.”

Handing over high value members
“It remains a turbulent and unpredictable time to be trading, says Owens. “Fitness facilities are going to need new strategies to regain momentum.

“One thing we can agree on is that the fitness industry is a flexible and resilient sector. The overall sentiment from the operators I’ve spoken with is that they’re willing to try new solutions even if that means changing the way they think about member acquisition.”

This brings us back to the Membership Acquisition Programme (MAP) that Owens has pioneered to support operators and help them rebuild their core membership revenue stream.  

MAP from Hussle is an algorithm-driven service which segments customers using the Hussle marketplace and targets them with offers for an operator’s membership options.  

The idea for the service came from findings produced by Aggregation in Fitness, the independently-audited Whitepaper from Fusion Analytics which was published in late 2019.   

“The Whitepaper revealed two standout things about gym membership that – as a former head of membership sales – really got my attention,” says Owens.

“Firstly, 71 per cent of Hussle customers used a gym they wouldn’t otherwise have visited. These customers offer a new revenue stream that operators can access, without risking their own marketing money, as that cost and risk falls on Hussle.

“Secondly, 26 per cent of Hussle customers go on to join a gym directly. To date this has occurred completely organically, but in a trading environment where operators need to rebuild their membership base, Hussle can help significantly.

“We’re launching MAP on a pilot basis with selected operators and we believe that with the right collaboration, we can continue to provide valuable revenue for customers who require multi-club access, as well as identifying and upselling customers who would benefit more from a direct gym membership, so we help the sector grow again.”

• If you’re interested in your business participating in the MAP pilot, please contact: [email protected]

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
The new Hussle MAP service has been designed to support operators in rebuilding their membership base / PHOTO: hussle
The new Hussle MAP service has been designed to support operators in rebuilding their membership base / PHOTO: hussle
https://www.leisureopportunities.co.uk/images/2020/507932_836193.jpg
Hussle is offering operators the opportunity to take part in a pilot for its new MAP service to enable them to secure new members without upfront costs.
Hussle, Hussle MAP, Jamie Owens,fitness, gym, membership, joining
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Half of UK adults aren't happy with their physical fitness levels, according to a study ...
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Temporary measures brought in to support businesses in the UK from insolvency during the pandemic ...
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Nadine Dorries has replaced Oliver Dowden as the Secretary of State for Digital, Media, Culture ...
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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: Life Fitness introduces Integrity SL, the next generation LED console
Life Fitness has unveiled the new Integrity SL, its connected LED console designed for the Integrity Series cardio portfolio.
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.
Featured operator news
Featured operator news: Everyone Active bolsters Everyone on Demand and enters second year with five new partnerships
Everyone Active has signed a number of new deals which will see the operator strengthen its digital product offering, Everyone on Demand.
Company profiles
Company profile: Venueserve Fitness
Venueserve Fitness is an easy-to-use, low-cost web- and mobile online exercise platform, already being used ...
Company profiles
Company profile: RISE Fitness Franchise
RISE is a brand-new franchise created to fill an emerging gap. Outdoor workouts have become ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Skincare
Sothys: Skincare
Uniforms
Service Sport: Uniforms
Management software
Premier Software Solutions: Management software
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
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Salt therapy products
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Total Vibration Solutions / TVS Sports Surfaces: Flooring
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Welwyn Hatfield Borough Council
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Messe Stuttgart, Germany
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
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