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Les Mills
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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.
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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
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Crown Sports Lockers: Lockers/interior design
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fibodo Limited: Management software
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 Red Light Rising: Red Light Therapy
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International SPA Association - iSPA: Trade associations
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Matrix Fitness: Exercise equipment
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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

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
Indoor group exercise can recommence in England and Scotland today (17 May), as part of ...
Latest News
Thousands of health clubs, swimming pools and leisure centres are under the threat of permanent ...
Latest News
Fully vaccinated people in the US no longer need to wear a face mask whether ...
Latest News
Anytime Fitness UK has revealed that April was its busiest month for new memberships since ...
Latest News
HCM understands that Fitness International, which operates more than 700 health clubs under the LA ...
Latest News
A court has given Virgin Active the green light to erase the rent arrears it ...
Latest News
The Swimming Teachers' Association (STA) has partnered with a psychologist to provide new mindfulness and ...
Latest News
A report commissioned by Parkrun has estimated that allowing mass-participation outdoor events carries an "exceptionally ...
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Jan Spaticchia, founder and chair of énergie Fitness has died aged 51 following a short ...
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A new pioneering approach looks to help cancer patients prepare for and respond to treatment ...
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Peloton is recalling all of its Tread and Tread+ machines in the US, after striking ...
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: Gympass platform expands to offer customers access to over 2,600 UK facilities
One of the world’s largest corporate wellbeing platforms Gympass has gained a new partner every month since the start of 2021, taking its total to more than 2,600 bricks and mortar UK gym facilities.
Company profiles
Company profile: Octane Fitness UK
A global innovator of innovation and variety in fitness equipment, Octane Fitness, a True Fitness ...
Company profiles
Company profile: Parkwood Leisure
Parkwood Leisure is a family-owned leisure management company working with local authority partners across England ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Uniforms
Service Sport: Uniforms
Management software
fibodo Limited: Management software
Red Light Therapy
 Red Light Rising: Red Light Therapy
Skincare
Comfort Zone - Davines S.p.A: Skincare
Architects/designers
Zynk Design Consultants: Architects/designers
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Spa software
SpaBooker: Spa software
Trade associations
International SPA Association - iSPA: Trade associations
Exercise equipment
Matrix Fitness: Exercise equipment
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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