A new product has recently been launched in the UK designed to take the guesswork out of customer relationship management.

The S.M.A.R.T. programme from Momentum BD provides a comprehensive structure of fitness activities, products and interaction in a format that can be easily managed by either instructors or personal trainers and is easy for members to understand.

It covers all aspects of exercise and related services, using on-line technology to reduce paperwork and keep track of member/instructor interaction, as well as employing fitness assessment techniques such as the recently launched FitnessAge system.

It also provides nutritional services and communication technologies to ensure that the offer made to members is comprehensive and on-going.

The system is modular so that each club and each member can be treated on an individual case. Some members might not require the nutritional services but want to access the FitnessAge assessment. Other members might require nutritional advice as part of the overall package. The system is set up so that members can see their goals, check their progress and communicate with the instructors on a regular basis to ensure that motivation is maintained.

Benefits to the club include it being able to track individual members, see when and how they are using the gym, ensure regular communication through prompts to instructors and provide an open line of communication between club and member.

Recent news from the S.M.A.R.T. programme is the introduction of bespoke websites for leisure clubs. These provide a template design that can be personalised to include a wide variety of services. Each member will be given a personal username and password where they can access information about classes, book on-line, buy training and other support services, purchase fitness equipment and clothing or simply communicate with their personal trainer.

The clubs can group members into sections such as those that attend particular classes, those that have similar exercise profiles, and those of a similar age or sex.