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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

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Jose Teixeira: analysing data is 'key to understanding club members'

Our company no longer has to make assumptions, we can work out the reason and support it with numbers
– Jose Teixeira

Collecting and analysing data is paramount for any health club wanting to its improve service quality and retention, according to José Teixeira, head of customer experience at Portuguese fitness group SC Fitness.

Speaking to HCM, Teixeira explained how SC Fitness – which operates 35 health clubs across three separate brands – has used data to take the guess-work out of customer relationship management (CRM).

"We have a business intelligence department with two business analysts and a psychologist," Teixeira said.

"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."

Teixeira adds that analysing data has allowed the company to dispel some previously held assumptions about customer behaviours.

"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," he added.

"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."

He also revealed that, for SC Fitness, the most important factor for improving member retention was increasing individual usage.

"People who use the club more, stay as a member for longer," Teixeira said.

"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."

• To read the full interview with Teixeira, click here for the October issue of HCM magazine.

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News

Jose Teixeira: analysing data is 'key to understanding club members'

Our company no longer has to make assumptions, we can work out the reason and support it with numbers
– Jose Teixeira

Collecting and analysing data is paramount for any health club wanting to its improve service quality and retention, according to José Teixeira, head of customer experience at Portuguese fitness group SC Fitness.

Speaking to HCM, Teixeira explained how SC Fitness – which operates 35 health clubs across three separate brands – has used data to take the guess-work out of customer relationship management (CRM).

"We have a business intelligence department with two business analysts and a psychologist," Teixeira said.

"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."

Teixeira adds that analysing data has allowed the company to dispel some previously held assumptions about customer behaviours.

"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," he added.

"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."

He also revealed that, for SC Fitness, the most important factor for improving member retention was increasing individual usage.

"People who use the club more, stay as a member for longer," Teixeira said.

"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."

• To read the full interview with Teixeira, click here for the October issue of HCM magazine.

Sign up for FREE ezines & magazines

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A new all-in-one digital platform will begin offering certified, trainer-led live group fitness classes in
Peloton co-founder and CEO John Foley has admitted that he is baffled as to why
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Featured supplier news
Featured supplier: Crown Sports Lockers to launch sector first at IHS 2019
Crown Sports Locker will launch a waterproof locker that will open the door to facilities demanding a sustainable solution for wet changing areas.
Featured supplier news
Featured supplier: Power Plate launches new line of premium targeted vibration products
Power Plate, the global leader in Whole Body Vibration Training equipment for 20 years, has launched an expansion of their robust line of vibrating plates.
Opinion
promotion
An ever-increasing number of Brits are engaging in sporting events, setting themselves goals and looking to increase their fitness levels....
Opinion: Dr Crionna Tobin on nutritional training for PTs and fitness experts
Company profiles
Company profile: MiE FitQuest
FitQuest (MiE Medical Research) are specialists in the field of human performance measurement. We have ...
Company profiles
Company profile: Legend Club Management Systems (UK) Ltd
Legend provides the leading software solution for driving improvements in leisure operations. We deliver savings ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness equipment
Miha Bodytec GmbH: Fitness equipment
Trade associations
International SPA Association - iSPA: Trade associations
Fitness software
Go Do.Fitness: Fitness software
Audio visual
Hutchison Technologies: Audio visual
Professional services
Deloitte UK: Professional services
Spa software
ResortSuite: Spa software
Locking solutions
Ojmar: Locking solutions
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Management software
GymSales: Management software
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Move GB: Member access schemes
Property & Tenders
Diary dates
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Diary dates
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The King’s Fund, London, United Kingdom
Diary dates
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