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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Promotional feature: Gladstone

The ability to buy online has become a necessity for many consumers. Gladstone looks at how gym memberships are offered in this environment

Published in Health Club Management 2015 issue 7
Younger consumers, in particular, are comfortable buying most things online
Younger consumers, in particular, are comfortable buying most things online

Over the past two decades the rise of the internet has changed the way we spend our money. And although it’s now 21 years since the first web-based transaction took place, our appetite for online shopping shows no sign of waning – according to the Office for National Statistics, almost three-quarters (74 per cent) of British adults bought goods or services online last year.

The message is simple: whatever today’s consumers need – clothes, music, groceries, concert tickets, flights – they expect to be able to buy it online. And thanks to groundbreaking software products such as Gladstone Health and Leisure’s [email protected], they can now add gym memberships to their online shopping baskets too.

Personalised experience
Since its launch three years ago, [email protected] has revolutionised membership sales in gyms and leisure centres across the country by allowing customers to sign up from the comfort of their own home (or indeed anywhere) at a time and pace which suits them. As well as being more convenient for the customer, the product has the added bonus of easing pressure on the in-house sales team, while also boosting sales and potentially cutting costs.

The flexible design delivers a quick and user-friendly process for people to either purchase memberships upfront or sign up to a direct debit. Customers can even simply register their details for pay-as-you-go, in order to benefit from online bookings.

Nor is [email protected] just a great way to attract new business: it also offers operators an easy way to manage membership renewals and upgrades for existing customers.

The software can be adapted to offer a personalised customer experience, look and feel that blends seamlessly with each operator’s website, while the fully responsive design means it works well and looks great on both mobiles and tablets – making it ideal for use with Gladstone’s smartphone app, MobilePro.

And although [email protected] is primarily for remote use, it can also be made available on site, meaning that even customers who come in to sign up can use it. The result? Even more reception time is freed up for customer care.

“The internet is now so prevalent in our everyday lives that many people expect to be able to run their lives online 24/7,” says Tom Withers, sales and marketing director for Gladstone. “With this in mind it’s imperative we offer our clients technologically advanced products, such as [email protected], that allow their customers to do this.

“But it’s not only prospective members that benefit from [email protected] By providing an additional sales channel that reduces rather than increases pressure on staff, the product has the potential to make a significant contribution to the success of any gym or leisure centre business, in terms of both customer service and the bottom line.”

TEL +44 (0)1491 201010?

WEB www.gladstonemrm.com

@gladstonemrm

Frances Durkan,

Data and information officer,

Calderdale Council

Since implementing Gladstone’s Join@Home, online sales of Calderdale’s memberships have grown to 25 per cent of total sales
Since implementing Gladstone’s [email protected], online sales of Calderdale’s memberships have grown to 25 per cent of total sales

After the opening of our two newest sites four years ago, the membership population at our five leisure centres doubled, but our staff numbers did not. As a result our leisure centres were soon overwhelmed by demand at reception, both in person and by phone and email, leaving some of our customers unsatisfied with the response that they got from us. Gladstone’s [email protected] – along with its online booking system Connect – has provided us with a great, cost-effective way of dealing with this challenge.

Since introducing these solutions two years ago, we haven’t looked back. Both systems take care of run-of-the-mill transactions that would otherwise tie up valuable reception time, enabling our staff to concentrate on more complex enquiries and customer care. It’s also much better for our customers, as every online transaction is one less phone call or reception visit they have to make. It can all be done from the comfort of their own home or during their work commute, and at any time of day – there’s no more standing in line or listening to the phone ring.

From an administration point of view, both systems are really straightforward: for example, price fixes, promotions and dealing with unpaid transactions are all more or less self-running once set up. The results speak for themselves. Just looking at [email protected], from 20 May 2013 to 30 April 2015 we sold 1,803 memberships through the system, and about 25 per cent of our monthly membership sales now go through online

“Every online transaction is one less phone call or reception visit customers have to make”

Since implementing Gladstone’s Join@Home, online sales of Calderdale’s memberships have grown to 25 per cent of total sales
Since implementing Gladstone’s [email protected], online sales of Calderdale’s memberships have grown to 25 per cent of total sales

Debbie Reay,

memberships officer,,

Brio Leisure

When [email protected] became available, we were very keen to adopt it as we could immediately see its potential to ease the pressure on our reception staff, enabling them to better focus their time and energies on upselling and dealing with customer queries.

It was also important for meeting the needs of our prospective customers, who increasingly expected us to offer an online sign-up process, just like some of our competitors.

To ensure a seamless customer experience, our web designers ‘skinned’ the [email protected] pages so they completely blended into our own website, and we introduced the product on 26 February 2014 at all 10 of our membership-based sites. We are very pleased with the results: within 12 months of launching the product roughly 12 per cent of all new membership sales were being made online, and by May of this year 929 people had signed up via [email protected]

We’re now investigating the possibility of installing computers in our public areas so customers who wish to do so can join online in-club.

“Our prospective customers expected us to offer
an online sign-up process”

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/images/708007_341308.jpg
The ability to buy online is key for consumers – so how should membership sales be managed in this context?
Gladstone promotion,Gladstone promotion
HCM magazine
This year’s edition of the IHRSA Global Report which addresses performance from 2020, is a valuable record of the tremendous impact of the COVID-19 pandemic on the sector, creating a benchmark from which to understand the recovery. Kristen Walsh reports for HCM
HCM magazine
I’d like to see the gym sector help champion the social prescribing agenda, as a route to getting more people engaged in physical activity
HCM magazine
In this issue, we’re focusing on sharing insights and thought leadership to highlight opportunities for the development of the sector in terms of both markets and offerings, says Liz Terry, HCM editor
HCM Magazine
Interview
Our equipment doesn't consume power but does generate it, recycling human energy
HCM Magazine
Letters
Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – [email protected]
HCM Magazine
HCM People
Our competition need to fasten their seatbelts
HCM Magazine
Research
Focusing on dieting has failed to offset the rising tide of obesity, say researchers from the Universities of Arizona and Virginia. A focus on fitness gives better health outcomes
HCM Magazine
Active ageing
David Minton says the healthy movement industry is ten times bigger than the health club sector, and the care industry four times bigger and ask why we’re not rushing to collaborate?
HCM Magazine
Insight
Dr Davina Deniszczyc talks us through the findings of the first Nuffield Healthier Nation Index, which has benchmarked activity levels and attitudes to exercise among the UK population
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Supplier launch
Life Fitness introduces Integrity SL, the next-generation LED console with intuitive functionality and digital connectivity
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Latest News
UK Health clubs, gyms, hotels, pubs and other leisure businesses will all receive a 50 ...
Latest News
Fitness First UK has changed its pricing structure and is now offering a flexible membership ...
Latest News
Boutique operator 1Rebel has launched its first 1Rebel Labs Studio at its club in Holborn. ...
Latest News
The Local Government Association (LGA) has called on the UK government to invest £875m in ...
Latest News
Anthony Hamilton, the father of F1 racing driver Lewis Hamilton, is launching a fitness equipment ...
Latest News
The pandemic has had an "unprecedented" impact on physical activity levels in England, with 1 ...
Latest News
The first énergie Fitness club has opened in Spain as part of a push for ...
Latest News
A global innovation competition has been launched to find ways to encourage and support more ...
Featured supplier news
Featured supplier news: FitnessOnDemand launches new live-streaming feature for all fitness clubs and their members
FitnessOnDemand (FOD) [IHRSA BOOTH 1509] the leader in on-demand content from the world’s most innovative fitness brands and celebrity trainers, this month introduces a new platform evolution for all club operators and their customers.
Featured supplier news
Featured supplier news: Technogym awarded “Supplier of the year” at ukactive awards 2021
The best in class of the physical activity sector have been revealed at the ukactive Awards 2021.
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: Magicline GmbH
For more than 30 years, Magicline has been driving the digitalisation of the fitness industry ...
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
Spa software
SpaBooker: Spa software
Fitness equipment
Octane Fitness: Fitness equipment
Management software
Premier Software Solutions: Management software
Exercise equipment
Power Plate: Exercise equipment
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Uniforms
Service Sport: Uniforms
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Skincare
Sothys: Skincare
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
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

Promotional feature: Gladstone

The ability to buy online has become a necessity for many consumers. Gladstone looks at how gym memberships are offered in this environment

Published in Health Club Management 2015 issue 7
Younger consumers, in particular, are comfortable buying most things online
Younger consumers, in particular, are comfortable buying most things online

Over the past two decades the rise of the internet has changed the way we spend our money. And although it’s now 21 years since the first web-based transaction took place, our appetite for online shopping shows no sign of waning – according to the Office for National Statistics, almost three-quarters (74 per cent) of British adults bought goods or services online last year.

The message is simple: whatever today’s consumers need – clothes, music, groceries, concert tickets, flights – they expect to be able to buy it online. And thanks to groundbreaking software products such as Gladstone Health and Leisure’s [email protected], they can now add gym memberships to their online shopping baskets too.

Personalised experience
Since its launch three years ago, [email protected] has revolutionised membership sales in gyms and leisure centres across the country by allowing customers to sign up from the comfort of their own home (or indeed anywhere) at a time and pace which suits them. As well as being more convenient for the customer, the product has the added bonus of easing pressure on the in-house sales team, while also boosting sales and potentially cutting costs.

The flexible design delivers a quick and user-friendly process for people to either purchase memberships upfront or sign up to a direct debit. Customers can even simply register their details for pay-as-you-go, in order to benefit from online bookings.

Nor is [email protected] just a great way to attract new business: it also offers operators an easy way to manage membership renewals and upgrades for existing customers.

The software can be adapted to offer a personalised customer experience, look and feel that blends seamlessly with each operator’s website, while the fully responsive design means it works well and looks great on both mobiles and tablets – making it ideal for use with Gladstone’s smartphone app, MobilePro.

And although [email protected] is primarily for remote use, it can also be made available on site, meaning that even customers who come in to sign up can use it. The result? Even more reception time is freed up for customer care.

“The internet is now so prevalent in our everyday lives that many people expect to be able to run their lives online 24/7,” says Tom Withers, sales and marketing director for Gladstone. “With this in mind it’s imperative we offer our clients technologically advanced products, such as [email protected], that allow their customers to do this.

“But it’s not only prospective members that benefit from [email protected] By providing an additional sales channel that reduces rather than increases pressure on staff, the product has the potential to make a significant contribution to the success of any gym or leisure centre business, in terms of both customer service and the bottom line.”

TEL +44 (0)1491 201010?

WEB www.gladstonemrm.com

@gladstonemrm

Frances Durkan,

Data and information officer,

Calderdale Council

Since implementing Gladstone’s Join@Home, online sales of Calderdale’s memberships have grown to 25 per cent of total sales
Since implementing Gladstone’s [email protected], online sales of Calderdale’s memberships have grown to 25 per cent of total sales

After the opening of our two newest sites four years ago, the membership population at our five leisure centres doubled, but our staff numbers did not. As a result our leisure centres were soon overwhelmed by demand at reception, both in person and by phone and email, leaving some of our customers unsatisfied with the response that they got from us. Gladstone’s [email protected] – along with its online booking system Connect – has provided us with a great, cost-effective way of dealing with this challenge.

Since introducing these solutions two years ago, we haven’t looked back. Both systems take care of run-of-the-mill transactions that would otherwise tie up valuable reception time, enabling our staff to concentrate on more complex enquiries and customer care. It’s also much better for our customers, as every online transaction is one less phone call or reception visit they have to make. It can all be done from the comfort of their own home or during their work commute, and at any time of day – there’s no more standing in line or listening to the phone ring.

From an administration point of view, both systems are really straightforward: for example, price fixes, promotions and dealing with unpaid transactions are all more or less self-running once set up. The results speak for themselves. Just looking at [email protected], from 20 May 2013 to 30 April 2015 we sold 1,803 memberships through the system, and about 25 per cent of our monthly membership sales now go through online

“Every online transaction is one less phone call or reception visit customers have to make”

Since implementing Gladstone’s Join@Home, online sales of Calderdale’s memberships have grown to 25 per cent of total sales
Since implementing Gladstone’s [email protected], online sales of Calderdale’s memberships have grown to 25 per cent of total sales

Debbie Reay,

memberships officer,,

Brio Leisure

When [email protected] became available, we were very keen to adopt it as we could immediately see its potential to ease the pressure on our reception staff, enabling them to better focus their time and energies on upselling and dealing with customer queries.

It was also important for meeting the needs of our prospective customers, who increasingly expected us to offer an online sign-up process, just like some of our competitors.

To ensure a seamless customer experience, our web designers ‘skinned’ the [email protected] pages so they completely blended into our own website, and we introduced the product on 26 February 2014 at all 10 of our membership-based sites. We are very pleased with the results: within 12 months of launching the product roughly 12 per cent of all new membership sales were being made online, and by May of this year 929 people had signed up via [email protected]

We’re now investigating the possibility of installing computers in our public areas so customers who wish to do so can join online in-club.

“Our prospective customers expected us to offer
an online sign-up process”

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/images/708007_341308.jpg
The ability to buy online is key for consumers – so how should membership sales be managed in this context?
Gladstone promotion,Gladstone promotion
Latest News
UK Health clubs, gyms, hotels, pubs and other leisure businesses will all receive a 50 ...
Latest News
Fitness First UK has changed its pricing structure and is now offering a flexible membership ...
Latest News
Boutique operator 1Rebel has launched its first 1Rebel Labs Studio at its club in Holborn. ...
Latest News
The Local Government Association (LGA) has called on the UK government to invest £875m in ...
Latest News
Anthony Hamilton, the father of F1 racing driver Lewis Hamilton, is launching a fitness equipment ...
Latest News
The pandemic has had an "unprecedented" impact on physical activity levels in England, with 1 ...
Latest News
The first énergie Fitness club has opened in Spain as part of a push for ...
Latest News
A global innovation competition has been launched to find ways to encourage and support more ...
Latest News
Xponential Fitness has acquired Body Fit Training in a deal worth US$44m. The deal takes ...
Latest News
Exercise has been highlighted as a crucial weapon in cancer patients’ battle against the disease. ...
Latest News
The global health and fitness industry is returning to a busy programme of live trade ...
Featured supplier news
Featured supplier news: FitnessOnDemand launches new live-streaming feature for all fitness clubs and their members
FitnessOnDemand (FOD) [IHRSA BOOTH 1509] the leader in on-demand content from the world’s most innovative fitness brands and celebrity trainers, this month introduces a new platform evolution for all club operators and their customers.
Featured supplier news
Featured supplier news: Technogym awarded “Supplier of the year” at ukactive awards 2021
The best in class of the physical activity sector have been revealed at the ukactive Awards 2021.
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: Magicline GmbH
For more than 30 years, Magicline has been driving the digitalisation of the fitness industry ...
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
Spa software
SpaBooker: Spa software
Fitness equipment
Octane Fitness: Fitness equipment
Management software
Premier Software Solutions: Management software
Exercise equipment
Power Plate: Exercise equipment
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Uniforms
Service Sport: Uniforms
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Skincare
Sothys: Skincare
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
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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