Tuesday, 21 November 2017

GDPR – Sink or Swim, from the Sales & Retention Convention Nov '17

At last week’s Sales & Retention Convention, Regina Lally from Databasix delivered a great keynote on GDPR for the health and fitness industry. Feedback shows it was the most popular presentation of the day, justifying the prime position and time dedicated to the subject. 


Here’s a summary of key points… if you would like to see the whole presentation, then please sign up for the Webinar on Tuesday 28 November at 2pm (free to convention delegates, or £25 otherwise).

GDPR is about Accountability, Transparency and individual’s rights. 


Here are 4 myths (that we regularly hear) which are not true:

Sunday, 19 November 2017

How to handle the membership end process - The Sales & Retention Convention

How do you manage the process of members leaving your club? Many organisations do nothing about leavers, sticking their heads in the sand. If handled well, the leave process can help turn members around, or at the very least, improve your chances of getting an ex-member to return


The first session at the autumn 2017 Sales & Retention Convention started where the last event left off, focusing on members who have perhaps been absent for some time, and now are trying to leave. We talked about the process that leavers should go through, the opportunity for dialogue or discussion with the member who wants to leave, and collecting and making use of critical membership data. If you want to hear this session repeated live, please check out the live webinar on Tuesday 21st November 2017.

Thursday, 2 November 2017

Sport and Physical Activity is Life Changing - ukactive 2017 Summit Review

The ukactive National Summit 2017 : Inspirational on so many levels.


The ukactive summit at the QE2 conference centre on 1 November 2017 was a fantastic event attended by a capacity crowd of 700 delegates from over 300 organisations. The speaker line-up was impressive, with ukactive stalwarts Steven Ward and Tanni Grey-Thompson; Lords, MPs and politicians in Andrew Lansley, Tracey Crouch, Penny Mordaunt and Phillip Lee; athletes like Laurence Dallaglio, Darren Campbell, and John McAvoy, and several more knights of the realm.



Tuesday, 31 October 2017

Decent data is vital if you want to improve member retention. That's why we work with the DataHub

Lord Kelvin said, “If you can’t measure it, you can’t improve it”, and hit on one of the key issues in the fitness industry. Ask a club manager what their retention rate is, and many will shrug, while others will quote an attrition figure from months ago. Follow-up by asking what they’re doing to improve their retention, and you’ll typically get more blank looks, or possibly something about inductions or 6-week programme reviews.


The Datahub aggregates data from thousands of facilities. Datahub clients get accurate, real-time reports on their retention performance, as well as Geo Impact, Social Value and Marketing Intelligence tools. Any other organisations can benefit from anonymised benchmark data to compare against their own performance.


Here are 7 data points that GGFit clients use as retention Key Performance Indicators (KPIs), with benchmark data powered by the DataHub.


Friday, 27 October 2017

How is GDPR going to affect Gym Membership Sales & Retention

The General Data Protection Regulation (GDPR) will come into force in May 2018. It protects the rights of individuals, giving them control over how their data is handled, and aims to simplify the regulatory process for businesses.

How will GDPR affect gym membership sales and retention? The quick answer is that it’s going to make both sales and retention more difficult.

Tom Fishburne @marketoonist

There’s a lot of work to be done ahead of 25th May 2018, but you need to resist the temptation to put this off. In fact, the sooner you start, the better.

Thursday, 12 October 2017

Sales & Retention Convention Autumn 2017 - Preview Video

So we got together last week at ukactive's offices in London to plan the presentations for the next Sales & Retention Convention.

We were joined by colleagues from Promote Leisure, as well as guest speakers from ukactive and Databasix. Find out what we'll be talking about on 14th November in this quick video...



...and then book your tickets for the convention here.

Tuesday, 12 September 2017

LIW is dead, but the BP: Fitness Trade Show is alive and kicking

A lot of people had written off the new Body Power: Fitness Trade show in 2018 without visiting. It’s changed its name from LIW (Leisure Industry 'Week'), and they said it has changed too much, was not aimed at them anymore, or just that they were too busy to attend the event in 2017.


We found it to be as useful as ever, meeting with lots of our business partners, a few customers, and several promising new introductions.

Change is inevitable, and generally, a good thing.

Friday, 1 September 2017

The 7 Habits of Highly Effective Gym Members

Habit: a settled or regular tendency or practise, especially one that is hard to give up!

Let’s talk about habits. Some of the time we are trying to give up habits, whereas other times we’re trying to form or develop habits. There’s confusion here straight away – are we talking about a good habit or a bad habit, and isn’t good or bad subjective anyway?


A favourite ‘management’ read of many fitness industry people is Stephen R. Covey’s “The 7 Habits of Highly Effective People”. Today, we’re talking about habits of new and regular gym goers, in particular those members who join and stick at it.

In the fitness industry, we often talk about ensuring people build the exercise habit, but what exactly do we mean by this, and how do we measure how it is working?

Here’s our version of the 7 habits of highly effective exercisers…

Monday, 3 July 2017

ukactive Flame Conference re-ignites the Fitness Industry!

The ukactive Flame Conference, Golf Day and Flame Awards were an inspirational set of events in 2017. A great speaker line-up, some encouraging networking opportunities, and a fantastic round of golf helped to restore my faith in the industry.


Having felt disengaged with awards ceremonies over the last few years, it was good to be re-invigorated by the “spirit of flame”. We were pleased to see Crow Wood Leisure nominated in the Club of the Year award, even if they were pipped to the post by regular winners, and hosts of our Sales & Retention Convention, The Club Company. The Spark of Innovation went to our friends at 4Global’s Social Value Calculator, very well deserved!

Friday, 16 June 2017

Shifting roles, fluidity in the Fitness Industry - Staff Retention Series

We’re losing fitness instructors almost as fast as we’re losing members. Some are choosing to become estate agents or financial advisers… there must be a better way! If we improve staff retention, we’ll improve member retention.


The staff pathway discussed in a previous article [click here] is a useful tool in retaining staff that are looking for change… The pathways should not be rigid, so that if a member of staff wants to swap from the management route to the exercise referral route for whatever reason, the pathways can support this, and help define the training plan to switch. Regular appraisals will check how staff are progressing on their chosen path, whether additional CPD is needed, or adapt for changing personal goals as staff develop.