How data can underpin a robust COVID-19 recovery plan
January 15, 2021 •
The global pandemic has made the day-to-day running of a fitness facility infinitely harder. While there is now optimism around the roll out of vaccines, and the return to normality this might bring, there will no doubt be ongoing fallout for some time, and operators need to have a robust COVID-19 recovery plan. Having a data-driven 360˚ customer view has never been more crucial.
As the sector strives to regain its footing, proving your fitness operation is COVID-secure will continue to add another layer to the age-old challenges facing all operators: membership sales and retention management.
The success of fitness businesses as we move into 2021 is locked up in their gym software – more accurately, in the data that software provides. Only by using technology to gain in-depth insight, to manage prospecting, fitness marketing strategies and membership communications, can operators free up teams for vital member engagements. And after spending the majority of 2020 either training alone or with just digital offerings for company, members will want human interaction more than ever.
For too long, fitness operators have wasted time, effort and revenue jumping between different CRM systems for membership sales and retention management. Often, the process is so complex that those in charge of mining data eschew the software altogether in favour of gut instinct. But only by harnessing unused – and currently hidden – data can the fitness industry create a genuine step change in its own success.
An AI-powered CRM like Keepme enables operators to take actions with confidence, knowing they’re based on fact. This insight ensures businesses can drive additional revenue and increase profitability at every stage.
Keepme’s 360˚ customer view offers operators clear, concise and real-time insights into sales prospect and member behaviours from the point of data capture and through their membership journey thereafter. Machine Learning identifies where early intervention may be required to either close a sale or save a member. With seamless access to data insights, operators can also identify member patterns and tailor engagements accordingly via ongoing automations or suggested campaigns.
Every fitness organisation in the world is capable of being worth more than they think … Keepme allows operators to do things with standard data sets today that this industry couldn’t even begin to imagine five years ago. And this will only continue to improve over time.
The value operators have in their data won’t present in their data sheet, but the 360˚ customer view it affords will be invaluable to success over the next 10 years – especially as we look to build a successful COVID-19 recovery plan.
About the author
Amanda Hart is Director of Customer Success at Keepme and formerly Director of Sales and Operations at Soho Gyms.