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Gym automation: Why (+ where) gyms still need people
December 16, 2021 •

“There’s something the fitness industry keeps getting wrong, and it’s this: we keep looking at where gym automation and AI can replace people.

“The question we actually need to be asking ourselves is: ‘Where do we need people? Where is human interaction, personal connection and a dose of humanity adding real value to the customer experience?’

“Identify those touchpoints first. Then turn to gym automation as the answer for everything else.”

This was the thought-provoking comment made by one of our team recently, and it’s so spot-on that we thought we’d share it.

Because automation isn’t about replacing the people in your gym. The machines aren’t taking over. Technology is, in fact, there to turbocharge your team and give them a new lease of life.

How gym automation can turbocharge your team

What gym automation does is ensure the mundane (but nonetheless experience-critical) tasks are actually done, without your team having to remember to do it all themselves.

In the process, by taking some of these basic yet time-consuming jobs off their hands, your team is suddenly freed up to devote more hours in the day to face-to-face, human touch personalization of customer interactions. They now have the bandwidth to focus on engagement and relationships in a way that only humans can do. Far from replacing them, automation gives your team a chance to play an even more valuable role at your club.

Which is why, when it comes to gym automation, we don’t believe the starting point should be identifying where staff can be replaced. The starting point should be identifying where they absolutely can’t be. Automation can then fill in the gaps around those vital, value-adding human touchpoints.

Gym member retention programs: Secrets of success

For the purposes of this blog, though, we need to discuss automation before we can talk about human touchpoints. Sorry about that, because we know we’re recommending you do it the other way round.

In our sector, there’s often a reluctance to allow technology to drive the engagements with members, because operators believe their people are doing it, and/or they fear the automated experience will be too impersonal.

Our response to these two beliefs is simple: they are not, and it will not.

To the first point, it’s our very consistent experience that even organisations with comprehensive customer journeys – journeys that span the full membership duration – tend to find, on closer inspection, that the process isn’t reliably or consistently delivered.

At the heart of this lies one simple truth: too many member journeys require human intervention at some stage, and it is this that increases the likelihood of failure. Too many actions fail to occur, despite the leadership believing they are happening, because of a requirement for humans to execute them.

Quite simply, member retention is the result of many correct actions performed consistently – more consistently than a human can achieve. Automations provide that capacity.

To the second point, the often-heard “it’s too impersonal” is a hugely outdated understanding of what’s now possible with gym automation.

The role of automation in your member retention program

It will probably help if we dive straight in to some examples, so let’s kick off with consistency in delivery of the member journey.

Of course, there’s no silver bullet, no magic formula when it comes to member retention, but one thing is certainly true: doing the right thing, at the right time, consistently should be at the heart of all gym member retention strategies.

This is where automation comes in. We’re talking about things like welcome emails, milestone emails, happy birthday messages and surveys, just to offer a handful of suggestions of simple member engagements that can be automated.

Unquestionably, these are best practices. Unquestionably, doing them consistently will play a part in building rapport and engagement with your customers. Yet you’d be surprised by how often, and for how many different reasons, these aren’t consistently executed.

Welcome, milestone and birthday comms are time-dependent. They rely on you being informed there’s an event to mark in the first place. Then they require somebody to do something about it.

It’s this “somebody” part where things tend to fall down – not due to incompetence, but mostly due to the challenges presented by existing systems and processes. Milestones and birthdays are then missed. Opportunities to build the relationship are lost.

So why not start by automating these? It’s easily done and will improve efficiency, consistently delivering actions that add up to powerful results.

Gym automation can also be intelligent. You can easily set it up so, for example, it knows to send out NPS fitness surveys to members each year, 180 days from the anniversary of their joining. If it happens to be the member’s birthday on the same day as the survey is due to be sent, it will automatically send the birthday greeting on that day and send the survey, say, seven days later. All without any manual intervention.

All it takes is for you to set up your workflows – your playbooks – and then let the automation do its thing. We’d be more than happy to share some of the many workflows we’ve seen where gym automation has been used to great success; there’s a link to book a demo with us at the end of this blog.

Sell more personal training

When you add AI into this mix, you have both the rocket fuel and the rocket. Let’s take a look at another example: how to sell more personal training (by doing it in a personalized way that makes members feel you’re meeting their needs rather than selling to them).

Ask Keepme’s AI gym software to look through your entire customer base and identify members with the highest probability of purchasing personal training. Then ask it to segment those members by the pack sizes they’re most likely to buy.

Mike, if offered a 10-pack, would find that too expensive, but would happily purchase a five-pack. Julia would accept an offer for a five pack, but is just as likely to buy a 10-pack, so serve her that offer. Stefan, on the other hand, hasn’t done PT before – but if we offer a single starter session, chances are he’ll accept.

What’s great about this is that we aren’t just identifying which members present an opportunity to increase non-dues gym revenue. We’re also ensuring we aren’t leaving money on the table.

Add automation and these offers are served automatically, in real-time, whenever the AI identifies the right opportunity for each member.

Even better, your gym automation can deliver those offers in a way that further boosts the probability of engagement, by using the right language, imagery and comms channel for each recipient.

It ensures that every single hour, every single day, operators can serve personal engagements at the right pricing levels, to the right individuals, with the right visuals and the right text – all without any human engagement.

One of our clients did exactly this and their upsell campaign saw an 85 per cent email open rate. In total, around 60 per cent of those contacted went on to make a purchase.

Let’s quickly look at the alternative: asking your team to use a generic gym email template to send out your current PT offer to your entire customer base – all however many thousands of members you have. Cue unsubscribes, low open rates and a general lack of engagement.

Now tell us which of these feels more impersonal.

Increase gym revenue, the member-centric way

And how about this as another great example of AI + gym automation actually enhancing the level of personalization – and in turn, boosting gym membership retention and increasing gym revenue?

Say you’re an operator providing a multi-activity facility: alongside fitness facilities, you also have an outdoor pool and racquet sports. These outdoor activities are somewhat seasonal and, in the late spring and summer months, you duly see a surge in membership joiners. You then see a rise in terminations as autumn draws in.

Introduce AI + automation, however, and you can now offer memberships that suit customer requirements. Your AI will predict which of your newly-signed members will prove themselves to be summer-only, and which are likely to extend past that.

For the summer-only members, an offer is dynamically served to them at the optimal time to propose another tier of membership – one that reflects the reduced facilities in the winter months. Then, as winter passes and spring commences, the automation will serve the revised Summer Upgrade membership, seamlessly and without the need for staff intervention.

Gyms already offer a number of different membership plans that incorporate entitlements around facilities and times of day when members can access the premises. With AI + gym automation, each member could be provided with a dynamic membership price – each quarter, say – that best reflects their use of the facilities. Adoption of this approach would move us away from the binary member/non-member relationship and provide a more customer-centric approach – one that would drive lower attrition and build longer-term relationships as members see the commercial part of the relationship centered around their specific requirements.

The role of people in an AI-enabled gym

But as we say, even with all this technology in place, gyms still need their people. There are some situations, in fact, when manual communication should be your go-to.

The first is when you require absolute certainty that the message got through: “Hi. Just to let you know, all classes are cancelled today due to a health scare in the club.”

The second is when it’s utterly critical that you understand the feedback or response to your message, both of which can get lost in digital delivery.

Delivering bad news is another scenario that demands manual communication: a change to the timetable, for example, that you know certain members won’t like (your AI can identify who those members are). Break the news via email and you can pretty much guarantee those affected will respond negatively. Deliver it personally – however uncomfortable that process might be – and you have the chance to listen, empathise, address their specific concerns and hopefully turn the situation around.

There are also times where manual communication is required as part of your gym membership sales strategy – most notably, asking for business. Yes, you will likely have sent a series of emails, but if these have been met by radio silence, the next step is a phone call, not yet another email.

There’s a nice example from one of our clients in Australia which ties in with the second scenario outlined above – the times when it’s critical that you understand the feedback from your members.

At Willows Health & Lifestyle Centre, the member retention strategy includes a policy of picking up the phone to all at-risk members. Those members are identified by Keepme’s AI, but that’s as far as the automation goes. The call is all about a human touch.

“Armed with information about each individual, these are personal calls – conversations about them – and the members are genuinely appreciative. They don’t feel like ‘save a member’ calls,” explains CEO Troy Morgan.

How an AI-enabled gym actually empowers your team

In fact, there are many examples – like the above – where gym automation and the human touch complement each other in the overall process.

Let’s take the PT sales campaign as an example. Here, AI + automation is great at doing the ground work, opening the door and beginning to build trust. But there is absolutely a human element to all of this too: it just comes a little later, when the member follows up and wants to know more, or perhaps comes in to request a chat with their prospective personal trainer.

Willows’ Morgan sums it up perfectly when he observes: “Within all areas of our gym marketing strategy – retention and sales – automation plays a key role in understanding the needs and wants of members and ideal prospects, and in turn what the marketing messages should be.

“The manual aspect then becomes how our staff deliver on the promise of our marketing.”

But even here, as the human touch comes to the fore, AI plays an important role, increasing the probability of a great delivery by your staff.

How so? By providing accurate insights and predictions around each individual gym member, AI hands your team unprecedented levels of knowledge that they can use to nuance their interactions and make each member feel valued (and in turn, in this PT example, boost their probability of completing the sale by telling your team member what they need to know/do to make that happen).

So, this really isn’t about gym automation and AI replacing your people. It’s about empowering your team and maximizing their opportunities to add value, handing them the time and the insight they need to deliver effective, personalized engagements that boost gym membership retention and increase gym revenue.

Look around your business, look at where your people can add genuine value, then let gym automation do all the rest.

To see first-hand how powerfully gym automation can transform your business, book a Keepme demo now.

Read more on the perfect blend of automation and manual processes in your gym marketing campaigns here.

NPS

How to maximize the impact of your fitness center’s NPS
December 2, 2021 •

If you’re looking to get the most out of NPS at your fitness center – your Net Promoter Score surveys – the first thing you need to know is this: NPS isn’t really about predicting gym membership retention. This is a common misperception and leads to important insights being missed.

In fact, fitness centers’ NPS data is most valuable when viewed as a window on what’s going on within your clubs. In turn, it can alert you to factors that may influence gym membership retention – and allow you to act on them as part of fine-tuned member retention strategies – but in themselves, your NPS won’t actually tell you who will stay and who will leave.

How NPS can shape your member retention strategies

Allow us to elaborate on the value that can be extracted when NPS is viewed as a window on your clubs – and how you best extract it.

Where data capture is concerned, an NPS fitness survey contains two distinct elements: the 1–10 score; and the free-form text where customers share the reasons why they gave the score they did.

In practice, it tends to be the 1–10 score that’s analyzed and followed by business leadership. Promoters are thanked and gently nudged towards gym referral programs. Detractors are contacted as part of gym member retention programs. (At least, they are when the processes work properly, which we’ll come back to shortly.)

Meanwhile, there’s arguably even more value to be extracted from the free-form text – yet all too often this lies untapped.

Providing context, detail and insights that wouldn’t have been attributed to the 1–10 score, this text is pure gold whether you look at it from a gym sales perspective (identifying issues that might be putting prospects off) or a retention management agenda (picking up on recurring problems that are stewing beneath the surface, or equally identifying positive themes the club can build on).

NPS: Fitness centers’ untapped seam of gold

So, why is this data rarely leveraged as much as it could – and arguably should – be?

Say you’re conducting NPS among your fitness center members throughout the year, with the possibility that around 30 per cent of them will respond. It quickly becomes an issue of volume: if you have 10,000 members, the easy part is collating the 3,000 scores – but what do you do with 3,000 free-form text submissions?

If you’re the unlucky intern, you may be asked to go through them all and pick out themes and points of note. In reality, however, this is rarely done; if it is, it’s done poorly and loaded with human bias to the desired outcome.

Of course, there is gym software that can help with this analysis, including specialist NPS software such as Listen360. Alternatively, gyms can harness the power of end-to-end AI gym software such as Keepme to ensure no one element is looked at in isolation. Keepme draws invaluable insights from NPS fitness surveys and places them into an AI-optimized jigsaw that spans everything from gym sales to member retention programs, ensuring every element of the prospect-to-member journey is firing on supercharged cylinders.

But that’s the big picture. Let’s step back to look specifically at the NPS from your fitness center and understand how AI can help you extract maximum value from it.

Why AI gym software is key to extracting NPS value

With AI, every free-form comment that comes back to you can be passed through language sentiment analysis. Regardless of what language is used (including Emoji which, go figure, is viewed as a language in itself), each comment is assessed and given a positive, negative or neutral score.

Easy enough, you say: the intern may not like it, but they could still do it. And yes, they could. But even if we ignore the fact that every person comes with a built-in bias around what they want to see, or how they feel on the day of the task, how would they deal with the following?

“Great staff, great location, but the changing rooms require restoration.”

Overall a positive? Does the negative mean it’s neutral?

We would argue that the value is actually in looking at this differently. By all means apply an overall sentiment, but ideally this feedback would be broken down and the comment also scored across three distinct areas: staff, location, and changing rooms. That way, you the club operator would be able to look up core aspects of the business, see how they’re perceived by members, and understand the overall sentiment of the feedback for that specific area of the business.

When you also apply age and gender filters, you can then paint a picture of what’s important to each group, how they perceive certain factors in the business, and how they describe them.

The simple NPS customer survey becomes a turbo-charged tool that not only gives you a headline score on how you’re doing with customers, but also goes beyond to show where you’re powerful and where not so strong, along with additional pointers on which parts of the business to emphasize to which target audiences.

And that, of course, makes for seriously powerful gym member retention programs, as well as optimized gym marketing campaigns to drive increased gym sales.

The vital role of gym automation

Let’s now go back to the point about “when the processes work properly” – because the problem with so many processes in gyms is that they rely heavily on humans to make them happen.

At best, it’s wonderful, bringing a rich human touch to the member experience at just the right time. But so often, the planned processes just don’t happen. It’s that little thing called human error, or else not having time, or simply forgetting. We humans are, sadly, fallible.

Gym automation can therefore improve the member journey in many cases, simply by ensuring the intended processes are correctly executed every single time. Your fitness center’s NPS is a great example of this.

With gym automation, you have the ability to set up your NPS process once, define what you would like the automation to do with each eventuality, and leave the process to occur. The only manpower investment after that comes when there’s an exception to be dealt with, or if you’ve added a non-automated step.

Say the automation is to send NPS fitness surveys to each member twice a year. You can set your criteria: they need to have visited the club in the last 60 days, they shouldn’t be high-risk (no point in waking the sleeping), plus any other criteria you wish – membership type or class participants, for example.

The AI will find every member who qualifies, validate that they meet the criteria, ensure their communication preferences allow the NPS to be sent, and check they haven’t already completed an NPS survey in the last 180 days. Your automation then sends the survey out to the relevant individuals.

You can then have additional rules in place. For example, once sent, if no response has been received in seven days, you can have the automation send a prompt. If after 30 days no response has been received, the automation can try again in a further 60 days. If a response is received, but not until 21 days from sending the request, the automation can not only process it but also note this date of receipt as the point from which that member’s next NPS date should be calculated.

Then let’s say it’s a member’s birthday, and a greeting engagement is set to be sent as part of your gym member retention program. Your gym automation knows this is the priority and sends that first, with the NPS following seven days later – a prioritization of messages that takes place automatically, 24/7, driving an increase in responses and engagement.

And if your automation sees a mail or message bounce, no problem: it automatically chooses another contact method to request updated details from the member – a simple, automated way to prevent the deterioration of member databases and, in turn, clubs’ ability to contact their members.

Automated workflows to drive gym membership retention

Automated workflows also ensure every NPS response is instantly routed to the correct person.

Let’s start with the Detractors – an important group. These are members who, while scoring you low, are still more likely to stay with you than a member who doesn’t reply at all. They’re feeding back to you because they want you to do better; engaging them is vital to your gym membership retention performance.

It’s therefore critically important that an automated workflow be put in place to ensure every Detractor is promptly routed to a manager – and that your gym automation also tracks whether action has been taken.

And how about the Promoters, those wonderful members who gave you 9s and 10s? Your automation sees them and, at the moment of your choosing, triggers a gym loyalty program initiative that sees them being sent a fantastic referral offer; any responses are routed to your gym’s sales team.

An entire process monitored, delivered and optimized 24/7, driving increased engagement, revenues and customer satisfaction. All without the need for intervention, unless that intervention adds value.

This is the power of AI to maximize the impact and value of your fitness center’s NPS.

Find out more: book a Keepme demo now.

ai gym

11 steps to successfully implement AI in your gym
July 22, 2021 •

So, you’re interested in the notion of an AI gym. You’ve heard a lot about the power of AI – how it can increase gym membership sales, shape your gym referral program, refine your fitness marketing strategies, increase gym revenue, and far more besides.

The thing is, you’re not sure where to start.

We get it. The idea of an AI gym is exciting, but it feels somehow futuristic.

The good news is that it’s actually very much of the here and now, with gyms around the world already implementing AI and seeing exceptional results.

And it all starts with the data that already exists in your business, if you know where to look.

This data will be the fuel for the insights, innovations and results that stem from AI, and you want to be harnessing as much of it as you possibly can. Believe us, there will be no business wishing it had less data in the coming years.

With that in mind, if you want to turn your gym into an AI gym, your first steps – and the first six steps in this blog – must focus on your data practices, ensuring you’re capturing the data that’s required to power AI.

Step #1: Conduct a comprehensive data audit

Asset evaluation is a great place to start, with an excellent exercise being to look at every area of your business – every system you use – to map where data is captured.

You might call it a data audit (we call it an asset audit due to our understanding of what can be done with it!), but list the data capture points in two columns: the online and offline.

Be comprehensive, as you won’t want to find out in 12 months’ time that you missed one of importance. Look at the tools used across the business – not just proactive collection such as membership applications and PT bookings, but also passive data sets such as entry systems.

For the offline, review what becomes digital, noting whether every item does indeed make the jump and what, if any, captured information gets left behind. Note any islands of offline data that are not digitised, so you can be aware of them later for evaluation of their value and relevance.

Finally, consider any automatic data collection carried out by gym software such as entry systems; often, these sources are missed as they do not have human involvement.

Read more about the valuable data that already exists in your business here.

Step #2: Ensure your gym reporting software catches everything

Give each data source a condition value: a score of 0-10, with 0 being ‘currently a mess’ and 10 being complete and perfect. Your focus here should be on the manual entry systems, as it will be the human element that lets you down.

However, even for automated systems, check what data capture level you’ve chosen. Have you set it at a default level, by which you’re only capturing the data you need right now? If so, is there an option to expand this?

A good policy is simply to collect everything, even if you don’t have any current defined requirement for all of it right now, just so you don’t later regret any omissions. After all, you never know what could be of value in the future; imagine finding out, a few years from now, that some incredible insight is possible courtesy of a new tool – but not to you, because you chose not to collect the relevant data. If there’s no additional cost associated with doing so, turn it all on!

Step #3: Fill the gaps in your data sources

Any data sources scoring below 7/10 should be identified, and a plan put in place to both rectify the historical gaps and educate on what’s required going forward.

There may be a lot of work here, but there are freelancers on sites such as Elance who have the skills to fix data issues such as these, and who are often able to supplement with expanded data too.

Step #4: Connect the islands within your gym CRM software

Ask yourself: Can automation play a role? Do you currently require fields to be filled manually where this could actually be done automatically?

For example, does the personal training sign-up form include gender or age, when this data is already held on the member record or other element of your gym CRM software?

In all likelihood, once you stop seeing your different data sources as isolated islands, you’ll realise much of the data you need to fill the gaps you’ve identified already exists in the business.

Step #5: Put someone in charge…

Establish responsibility. What gets measured gets managed, as they say, and this is no different. You would certainly have someone looking after the cash in the business; data should be no different.

A Chief Data Officer maybe a little too grand a title (though 25 per cent of Fortune 500 companies now have them), but you want someone who can own the business data performance, monitor your gym reporting software and report on data conditions.

In some businesses, the owner/principal would be best, at least until culturally it becomes an accepted behaviour. The senior marketer is also a good choice, as they are usually the current beneficiary of good data practices and will have cause to access most of the data sources within the business.

Step #6: … but also ensure everyone takes ownership

Implement a data policy. Do not get this confused with GDPR or customer confidentiality, though you can undoubtedly integrate these if you wish. Your data policy should describe the importance placed on data within the business, explain how diligent you expect staff members to be, and encourage them to report any data-related issues. 

Everyone in the organisation needs to understand the value of what’s being collected, and their role in ensuring it’s done correctly.

In our experience, the best way to do this is to make clear the benefit to the business of them doing so, rather than focusing on rules or reminding them that it’s part of their job. They probably all know they should be doing it, but it’s the difference in diligence around it that will determine whether or not you’re working with quality data in the future.

Step #7: Determine why you want to become an AI gym

Now you have your data in check, you’re getting close to the point of pressing ‘go’ on your plans to become an AI gym.

Before you dive straight in, though, there are some important questions to ask.

The first is: Do you have a problem to solve?

We see too many examples of AI solutions being asked to look for a problem. Likewise, we see operators enamoured of a concept (by which we mean the buzz around artificial intelligence) without ever being likely to see value from its implementation.

As we’ve discussed already, there are plenty of areas of potential, but you need to ask yourself some important questions before you take the leap, namely: “If I had this insight/value/prediction, would it be valuable?”

Step #8: Dedicate time to the project

Next ask yourself: Do you have the time for implementation?

The results from properly applied data + AI projects can be exceptional, but the initial pay-offs over the first six months are marginal. It’s normally 12 months before we see the true justification.

To get to that point, there must be a willingness not only to dedicate the time to implement the platform, but to then engage with it – and potentially change many of your workflows once armed with the new insight.

During the early days of Keepme, we found that after delivering a Keepme Score on every member – effectively giving our customers a window into who would leave and who would stay – fewer than 20 per cent would do anything with it.

Let’s consider that for a moment. These operators could now see, often with a runway of more than nine months, which of their members would not be with them when it came to renewal if they did not take action. Yet 80 per cent chose to do nothing with that information.

With retention a hot topic for every operator in the sector, we were perplexed, so we reached out to find out why. What became clear was that the insight didn’t fit their process. Meaning, being told that Member A would be gone in six months if they didn’t take action was valuable, but they didn’t have a workflow to do anything about it.

Step #9: Make a plan of action

So the next step, of course: What are you going to do with your results? How will you use the insights from your AI to increase gym revenue?

You may feel this is a simple question, but with the above scenario in mind, it’s clear the answer to the question ‘what are you going to do with your results?’ isn’t always obvious – not even once equipped with a valuable prediction.

The answer must be this: You must have (or if you don’t, then put) a process/workflow in place to take advantage of your new insights.

  • If I know I’m going to miss gym sales targets in three months because of poor performance in my social media campaigns or other gym marketing channel, what can I do to remedy that?
  • If I know which of the members who joined in the last three months have the highest probability of leaving, what will I do to change the likely outcome?

An AI implementation will give you access to a whole new level of transparency, but to gain value, you need to be very clear about what action will be taken as a result of it.

Put another way, the value is never in the insight. The value lies in the action that’s taken as a result of the insight.

And that value can be significant. Find out just how significant in our recent blog, How AI can increase gym membership sales at your club.

Step #10: Identify opportunities for gym automation

In the first white paper by our CEO Ian Mullane – The Fitness Future: Rules of Engagement – Ian mentions the power of AI and automation. He is clear in his view that processes fail mainly because they have a human element within them.

With this in mind, the next step in preparing for AI implementation is to ask yourself: Will I add automation, not just in the data collection (step #4) but in the use of that data?

“My advice,” confirms Ian, “is that AI + automation is where the real results are.”

When you decide to deploy AI, you’ll need to first understand what insights you’ll receive, then work out what actions you want to be taken with those insights.

Then pause and consider this: Can (any of) these be automatically actioned, rather than requiring a team member to be engaged?

This can be as simple as automatically generating a call list – all members who have become at risk in the last seven days, for example – and sending it to Member Services, who then call those members as part of your gym member retention program.

At the next level, it can be the automatic serving of digital engagements that present customised offers to those members most likely to purchase them.

We’ve seen these and many more implemented by fitness operators, as well as across other services industries.

Step #11: Find the right partner

If you have a strong technology department stacked with Python developers and data scientists, then availing yourselves of some of the Open Source AI tools available – such as TensorFlow from Google – will get you started.

For the 99.9 per cent of operators who don’t, the last big question before you take the leap into becoming an AI gym is: Who will you work with?

Before you go rushing off to find yourself a data scientist, may we suggest that you first take a look at what’s already available for the sector. The best solution will always be your data fed into fitness operator-specific applications.

This doesn’t mean you’ll end up with some cookie-cutter model similar to everyone else, as your data will drive the results. However, using a platform that’s designed for the sector will ensure the downstream effects – i.e. the value that flows from the model – will be relevant and usable in your current environment.

Right now, that means Keepme – the first to provide these services to the fitness industry in an AI platform that’s specifically designed for gyms. We’d be delighted to have a conversation with you to explore how you could become an AI gym.

To read more about implementing AI in your gym business, download our fantastic new white paper – Everything You Need to Know About Data & AI – for free, here.

gym-app

The secret to your gym’s survival in a digital world
May 20, 2021 •

Fitness operators still cling to their bricks and mortar facilities. This in spite of all the evidence, from numerous other industries, that shows how much of a millstone physical infrastructures can be. Not to mention the fact that, as admirably demonstrated throughout long stints of lockdown recently, fitness can survive and thrive with no bricks and mortar infrastructure whatsoever.

Already now, and even more so in the future, consumers will be able to build their own product from a smorgasbord of options – options that, uncoupled from physical buildings, are flexible enough to adapt to their evolving requirements.

That isn’t to say gyms will cease to exist: they represent a valuable part of the wellness ecosystem. But in this time of digital evolution, there’s a need to look at how clubs can benefit from these changes to not only secure their future, but positively prosper.

The thread that ties all of this together is data: it’s the fuel for enhanced service offerings, engagement, personalisation, product customisation and all-round improvement in meeting customer requirements.

You already have the data you need

Club operators are often berated for their data collection efforts. Admittedly, capture may not always be purposeful or intentional, done mainly through necessity and not always comprehensively. Nevertheless, know this: the data already exists in your business to improve and refine your offering.

Indeed, from our conversations with more than 100 club operators around the world over the last 18 months, without exception the data they needed to reposition for the new reality of fitness was already within their businesses.

If you’re still hesitating, concerned about the completeness or condition of your data, please be assured: you would be amazed at what can be done with incomplete datasets. It’s now entirely possible to clean and enhance them, filling gaps and making them fit for purpose.

Specifically, when combined with the latest tools – and particularly AI (artificial intelligence) – your existing customer data can provide a level of insight that, in many cases, makes it blindingly obvious where improvements can be made and opportunities taken. The insights are right there in the data. They always have been, but now it doesn’t require a staff of data scientists or business intelligence folk to get to them.

What’s more, the latest generation of tools pushes past the one-size-fits-all approach, paying no attention whatsoever to human opinion. Instead, they simply request you feed them data, tell them what you want to know, then leave them to do the rest.

With the massive leaps in processing power and the huge improvements in available tools, these capabilities can be deployed by any fitness operator in little time to uncover important new insights and revenue opportunities.

But above and beyond even these opportunities, there is a new product to be built – one that, by leveraging the existing asset gyms have in their mobile app, moves operators towards becoming the hub at the heart of consumers’ personal wellness ecosystems.

Turbo-charge your gym app

Most operators provide a mobile app, but evolution has been slow: many only started out on this journey because somebody else had one. Now, experiencing low levels of member use, clubs are trying to find ways to gain traction and engagement.

Note that forcing members’ hands, making certain actions only possible via the app, is not the answer; it is never smart to limit customer choice in this way. To drive use of your gym app, you must increase value and, at the same time, position your brand in a place of authority.

Let’s bring this to life and imagine a scenario in which, in addition to providing me with a place to train and a community to train with, my gym was also my guide when I wasn’t on-site. Let’s put aside whether I would pay for such a service (most people surely would) – can you imagine the increased depth to, and importance placed on, my relationship with my gym? It would be one big moat for a competitor to try and bridge, as the comparison would no longer be purely on the basis of facilities and cost. There would now be a whole new involvement – one I will be less likely to want to give up and migrate across from.

Some may think that’s too daunting to even consider, but bear this in mind before you dismiss it: this is a likely delivery by somebody in the not-too-distant future. If you want to build a competitive advantage, you need to look at what can be achieved.

Consider this option. Apple Health and Google Fit both provide users with access to their health data via Application Programming Interface (API). This means an app developer can request the user’s permission to access some or all of their data for the purpose of providing a service. Let’s leave ClassPass, mindfulness and nutritional integrations for a future discussion. Simply equipped with this health data, an operator would be able to engage with a member at a whole new level: suggested content, class recommendations, encouragement and achievement awards, increased personalisation of the personal training service, all integrated within its existing gym app.

Can you imagine the boost this would provide to member retention? No longer about class scheduling or virtual membership/club access cards, all of a sudden your gym app becomes a tool for the member journey – one that can be easily extended with calendar integrations, third-party content and so on.

Such a strategy would deliver for all parties: it would move your operation beyond pure bricks and mortar and, crucially, would do so in a way consumers will accept as being in keeping with their expectations of a gym.

On initial inspection an intimidating challenge, in reality this process boils down to three areas: permission to access data granted by customer; consolidation of data to produce insights; and interpretation and recommendations.

To explore these three points in detail – and to understand how your gym can deliver a customised service to the member via the tech they already have to hand almost 24/7 – download our white paper, The Fitness Future: Rules of Engagement.

mobile-phone

Turning competition into collaboration – how gyms can live with the mobile phone
April 8, 2021 •

As a gym operator, who is your biggest competitor? If Peloton comes to mind, or Apple Fitness+, or ClassPass, think again. Because the biggest threat of course comes from the mobile phone.

That isn’t new news: the mobile phone has been disrupting entrenched business models since the launch of the iPhone in 2007. But it is nevertheless this device – owned by the majority of the population – that provides the most options, the most flexibility and the most personal relationship with fitness consumers. And it isn’t going away. 

So what’s needed is a mindset shift – one that involves gyms looking beyond the threat of the phone to identify the channels it provides to actually fight back.

This isn’t just about the veritable gold of customer data captured by phones, either, or the opportunities to hyper-personalise based on this data. Mobiles can be harnessed to facilitate gyms’ own enhanced services, and new technology will boost these opportunities still further.

The transformative power of 5G 

With speeds 100 times that of 4G and network latency faster than human visual processing, 5G is a step change in capability that will bring many benefits. 

This always on, lightning-fast internet pipe will provide the capability for perfect streaming of ultra-high-definition content in 8k without the need for buffering, cabling or routers. It will mean consumers are guaranteed a high-quality experience wherever they choose to consume it – and this presents opportunities for operators both on- and off-site. 

On-site, a seamless digital experience will be possible, thanks in particular to the higher device density 5G will allow – essential when you consider that many customers now attend the gym with two devices: phone and smartwatch.

5G will allow for consistently-delivered services to the member off-site, too, with numerous options to further enhance the experience. Operators could, for example, draw in members’ instantly-available data using AI tools, generating hyper-personalised recommendations and guidance which, harnessing 5G’s real-time capability, could be delivered instantly and without the need for any human intervention: an app notification congratulating the member on an active day, for example, or suggesting they get more sleep that night. 

Whether 500 or 500,000 members, every day the club would be engaging these individuals with valuable content, extending and deepening the customer relationship.

Then there’s the fact that, through the confidence of delivery it brings, 5G will power new products and experiences including virtual reality (VR) and augmented reality (AR). 

Big brands have already begun to dip a toe in AR waters. You may have seen IKEA’s mobile solution, for example, which allows you to choose an item from its range and then, using AR, view how it would look in your home through your mobile phone. Then there was Manchester City’s AR stadium tour, which allowed visitors to ‘sit next to’ and ‘interact with’ manager Pep Guardiola at the top table of a press conference. And that’s before we even start on the numerous brands that allow you to ‘try on’ shoes and make-up through AR features in their apps.

And the momentum will gather over the coming year: Apple’s phones already feature native AR capabilities, while 5G will allow the shackles of hardware to be removed, the heavy processing to be handed off to remote high-end servers, and the service to be delivered to the customer in real-time.

AR’s double vision

Within the fitness sector specifically, AR offers an excellent example of how and where mobile phones can be leveraged to benefit the club – particularly on-site. Let’s bring these opportunities to life.

A member walks onto the gym floor, phone in hand and Spotify in ears. The phone knows the current physiological condition its owner is in: it is aware they have slept well and that they are therefore in a position to exert themselves. 

The member holds up their mobile phone and, on the screen, sees an overlay of the workout being suggested for them. They follow the arrows to the first piece of equipment and, on arrival, are given the option to watch an instructional video. They can also choose to follow suggested output and repetitions. From optimal use of time to ensuring correct equipment usage – and with it exerciser safety – this enhancement to the workout could even, for customers wearing a smartwatch, include the ability to modify, in real-time, the suggested programme based on their body’s responses.

While our member goes about their AR-assisted workout, the trainers on the floor are benefiting from new insights being presented to them by their AR glasses (these are less obvious than the first generation of Google glasses and significantly more practical than pointing a phone towards members). 

The overlay on their lenses shows them the attrition risk of each member in the gym, helping them decide who to engage with first; a quick touch to the side of the frame brings up additional information on the member, to ensure each engagement is based on current and relevant information.

Class instructors benefit from the same overlay for their sessions, allowing them to prioritise shout-outs and ensure every engagement is valuable and delivered with context. 

Back on the floor, our trainer is alerted by a red light over a piece of equipment: a potential equipment failure. On the other side of the gym, another alert suggests an intervention with a member who isn’t using the equipment correctly.

Discreet, not obstructive, the AR for team members ensures they’re always aware of who’s on the floor and how they can engage to add value rather than interrupt. Meanwhile, our member feels they’ve had an optimal workout, completed confidently and with some new experiences thrown in. Plus the whole thing has been automatically recorded for them, so they can review their progress whenever they wish.

Collaborate, don’t compete

What is clear, then, is that while the mobile phone is the nightmare competitor – enjoying a nearly unbreakable consumer relationship, constant evolution from literally thousands of collaborators, and few capital constraints or geographical limitations – it also presents gyms with huge opportunities.

The key is not to try and compete; this is an unwinnable battle. Instead, if gyms accept their role alongside mobiles in the overall wellness ecosystem, they will unleash powerful, value-adding technology that can transform the member experience.

Find out more in our white paper, The Fitness Future: Rules of Engagement.

download-your-free-copy-the-fitness-future-rules-of-engagement

Six essential rules for operators in new white paper, The Fitness Future: Rules of Engagement
February 1, 2021 •

The Fitness Future: Rules of Engagement

Keepme founder Ian Mullane has released his new white paper, The Fitness Future: Rules of Engagement, available now for free download. In the paper, Mullane breaks down the overarching trends that are reshaping the way modern consumers approach health and fitness, along with six essential rules that operators must abide by to not only survive, but thrive, in the fitness future. 

With the COVID-19 pandemic rapidly accelerating the digitisation of fitness, along with the advent of paradigm-shifting technologies like 5G, fitness operators must re-evaluate their role in their members’ daily health and fitness routines. But this is easier said than done. Doing so requires a full understanding of the underlying trends, and an acknowledgement that operators must lean into – not fight – the flow of technology and advancement. In The Fitness Future: Rules of Engagement, Mullane lays these truths bare and shares clear, actionable guidelines that operators can begin to implement immediately.

While it is tempting to believe that the industry will soon return to “normal”, it is the operators who act now who stand to flourish in the fitness future. And though the solutions may seem futuristic on the surface, everything outlined in the paper is, in fact, available today to those who choose to act.

The Fitness Future: Rules of Engagement, is now available for free download via Keepme. Follow this link to claim your free copy. 

Reviews for the white paper

Herman Rutger
Co-founder & ambassador, EuropeActive

“I recommend all operators take note of the six rules outlined in this thought-provoking, insightful document. The concept of customer-centricity is music to my ears, and I welcome the call to embrace the changes taking place within our sector from an ecosystem point of view, rather than hybrid. The future isn’t two-dimensional. It’s multi-dimensional.”

Humphrey Cobbold
CEO, PureGym

“This white paper includes some very important thoughts and ideas that should challenge us all. As such, it makes a valuable contribution to the debate around our sector’s evolution and will, I hope, stimulate progressive discussion.

“The reader might not agree with every example being highlighted, nor every implication drawn out. I myself do not. But let’s be clear, that is the specific intention of author Ian Mullane: to provoke a response, challenging the status quo in a way that almost forces the reader to engage in the conversation.”

Emma Barry
Global Fitness Authority & Chief Creative Soul at Good Soul Hunting

“Ian Mullane is a provocateur who opens the kilt on the future of digital. With online platforms, connected fitness and at-home solutions in triple-digit growth, The Fitness Future: Rules of Engagement is an industry call-to-arms. The future is here, and we are behind.

“We are schooled in scenarios that exist today and adjacent industry examples we should heed. This white paper implores us to find and defend our place in the wellness ecosystem, automate processes inadequately fulfilled now, and consider the plunge into the holy grail of business acceleration: artificial intelligence. So, lean in, apply the six rules, defend your ‘club is hub’ and unleash the latent data in your business.

“Your future depends on it.” 

Carrie Kepple
Co-founder, Styles Studios Fitness & chair, IHRSA

“Ian’s insights into our industry’s new landscape – an ecosystem in which clubs must be OK with not owning the entire wellness journey – are both thought-provoking and full of truth. We have to find a way to be part of people’s ecosystems, focusing on experiences rather than the technology that drives those experiences. We also have to know when to walk away from technologies that create friction and don’t belong in our own ecosystems. Experience is king.”

Colin Grant
CEO, The PURE Group

“A thought-provoking projection into the future of fitness, with some reality checks and great consumer-centric insights. The well-crafted points around building ecosystems rather than hybrids, and helping customers curate their journeys around data, are critical. These are the call to arms for our industry’s future, and highlight how bright that future can be if we get it right. Ian nailed it!”

Justin Tamsett
Chair, REX Roundtables

“This white paper poses and answers all the questions you’ve been pondering subconsciously, but never been game to ask out loud.  
 
“The way Ian unpacks the industry into six well-illustrated rules makes the journey simple to follow, but the reality he presents will make you squirm if you are set in your ways. Nevertheless, if you want to explore new ways of doing business – indeed, if you want to stay in business – this is a must-read. Open your mind, allow yourself to think differently and begin shaping a business that’s built for the consumer.”

Bryan O’Rourke
CEO, FITC & Vedere Ventures

“Ian does a great job of addressing the huge risks and opportunities that lie ahead for gym brands. Fitness facilities are simply not the sole guardians of consumer fitness any longer: the consumer is the centre, and ecosystems will be the delivery mechanisms now and into the future. I would heed his warnings and embrace his advice.”

About the author

Ian Mullane is the founder and CEO of Keepme, a business dedicated to increasing operator revenue through AI-powered insights and tools. With a career that has seen him work with some of the biggest players in FinTech including as Chief Operating Office at Sungard, Ian was also the owner/operator of the fitness business Vanda in Singapore for more than a decade. An economist by training, Ian also holds a Masters in marketing.

COVID-19 recovery plan

How data can underpin a robust COVID-19 recovery plan
January 15, 2021 •

Who knows what the next few months holds for the fitness industry? One thing’s certain; operators will need a vigorous COVID-19 recovery plan.

Only by having total transparency on everything, from where membership sales leads have come from and which source has the stronger conversion rates, to retention management and which members are most at risk of leaving, will operators be able to successfully reinvigorate their fitness marketing strategies, re-forecast spend and realign ROI accordingly.

Having access to Keepme during my time as a Director of Sales and Operations at Soho Gyms would have made a world of difference to my fitness marketing strategies, my retention management campaigns and my gym sales teams’ time management. Your team is your most valuable asset but can also be an expensive challenge. I managed a big sales team and had to log into three different platforms to track sales and membership data in order to present and share it. Keepme would have allowed me to do everything from one platform as well as better identify team training and development needs, and where support was needed.

Even before the challenges presented by the coronavirus pandemic, it was a well-known fact within our sector that it’s more expensive to attract new members than it is to retain loyal ones. Having the ability to view successful campaigns at a glance enables more effective sales and marketing planning, which for many right now is more crucial than ever.

Whether it’s a post-lockdown correspondence or a new year retention drive, the Keepme system can automatically reach out, engaging with every single member at club level, regionally or nationally – it’s quick, effective and built in within Keepme’s engagement suite Connect, making communications swift and accessible. From there, managers and leadership teams can track which members have opened the communication, see how many leads land within sales or visit frequency from existing members, then create automations based on how engaged the membership base is.

Fundamentally, Keepme’s Machine Learning offers operators clear, concise and real-time insights into prospect and member behaviours. It identifies where early intervention may be required to either close a sale or save a member.

The truly accurate 360˚ view afforded by Keepme will support fitness businesses building a COVID-19 recovery plan for a post-pandemic future. With a clear picture of leads > sales > conversions > membership plans > member engagements > retention > revenue projections and team performance, operators can inspect and streamline time management; whilst praising performance and addressing areas for development. Only with this level of insight can operators translate member actions into hyper-personalised engagements to reduce attrition, increase secondary spend and, ultimately, raise operational revenue. 

The operators who stay afloat as we look to rebuild will be those who use their data to its best advantage, and make every member count.

About the author

Amanda Hart is Director of Customer Success at Keepme and formerly Director of Sales and Operations at Soho Gyms.

360°-customer-record

Why operators need a 360˚ customer view now more than ever
December 16, 2020 •

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 a successful vaccine, and the return to normality this might bring, there will no doubt be ongoing fallout from COVID-19 for some time. 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.

Schedule a free demo of Keepme to see how you can implement a 360˚ customer view in your fitness club today.

About the author

Amanda Hart is Director of Customer Success at Keepme and formerly Director of Sales and Operations at Soho Gyms.

keepme-membership

Video: An overview of Keepme Membership
December 14, 2020 •

Learn how you can revolutionise your gym’s marketing and retention in our video overview of Keepme Membership. Keepme Membership is a powerful, AI-driven tool that helps fitness operators turbocharge their revenue through increased member retention, secondary spend, and ex-member winback. 

Keepme achieves this with its unique AI engine, which identifies your strongest members as well as those at risk, while also highlighting members who are likely to engage in referrals.

Keepme analyzes every single touch-point, transaction, and demographic data point about your members, resulting in the Keepme Score. The Keepme Score reflects the overall health of your membership – in other words, their overall likelihood of retention. Every member receives a score and is segmented into one of three risk profiles, allowing you to develop intelligent marketing and retention strategies. For example, leveraging low risk members to drive referrals and secondary spend, or targeting medium risk members with campaigns designed to improve retention. From there, the possibilities are endless.

In the video, you’ll get a close look at how Keepme Membership:

  • Helps you track and analyze your past, present and future performance in its powerful AI-driven Dashboard
  • Allows you to instantly engage with key member groups with its innovative Take Action feature
  • Send powerful and hyper-targeted campaigns and automations with the built-in communication tools in Keepme Connect
  • Collect and act on customer feedback with its integrated Net Promoter Score capabilities
  • Get a complete understanding of your customers with its 360° Member Record to drive better engagements and customer service

By providing you deep insights into your members’ behaviour, along with comprehensive engagement tools, Keepme Membership helps you maximize the value of each member and increase your revenue from day one. Find out more in our overview video below.

To see how Keepme can help you attract and retain more gym members, book a free demo today.

keepme customer troy morgan

“We’ve learned lessons from our data with Keepme”
December 1, 2020 •

Keepme customer Troy Morgan, CEO of Willows Health Group, based in Queensland, Australia, is using AI and data to shape his sales and retention strategy, alongside his COVID recovery plan…

Willows Health & Lifestyle Centre has been using Keepme’s Artificial Intelligence (AI) powered retention management tool for a little over 13 months ago, and, this month, CEO Troy Morgan also implemented Keepme Sales. 

Originally opened in the 1970’s, Morgan took over Willows 14 years ago and started the transformation to a fully functional lifestyle centre. The centre now hosts a fitness centre, plus a 500 square meter Allied Health practice with physiotherapists, occupational therapist, dietitians and psychologists.

“Put simply, fitness businesses sit on mountains of data that is largely unused. Harnessed and reported on, this data can not only create real insights for the business but also a hyper personalised experience for each member,” says Morgan. “Keepme allows us to leverage our mountains of data and make real differences to both our gym sales, our business and our members.”

“When we began working with Keepme, the team took 13 years of our data and cleaned it up – it was a real partnership right from the start. Almost immediately we learnt lessons from that data and began to implement changes, pretty much seamlessly.”

The member retention conundrum

“For me, Keepme’s value is in being able to navigate an increasingly difficult marketplace with certainty,” says Morgan. “I can take actions with confidence as they’re based on fact, not gut instinct. Clubs like Willows need confidence in our actions now more than ever, as with COVID we find ourselves in increasingly sensitive times.

“I check the retention management dashboard daily; it’s like a living, breathing system that shows me the members we need to invest resources in … those most likely to leave, to stay and to spend. Being a small, standalone facility we have finite resources; I need to be sure to direct them to what – and who – will give returns. 

“From the second the Keepme system went live I was able to risk stratify my membership base, see who was at risk of leaving and put a monetary value on those members, so we could build strategies on how to improve retention. It took just 30 days to see a reduction in cancellation rates.

“Rather than waiting for a 30-day report, we can now take daily action. So if a high frequency member is suddenly absent, my team gets in touch. Just this afternoon we made a call around a sudden absence, and the gratitude from that member was huge; it blew their mind.”

A COVID recovery plan

During lockdown, Morgan used Keepme to hyper-personalise Willows’ digital offer so that now, as the club works to find its footing again, the system can help him make decisions about the very real financial challenges he faces. “Now is not the time for guestimates on customer acquisition, retention, marketing strategies and cash flow,” he says. 

Willows is unusual in that it doesn’t operate contracts. As a community-based business, Morgan prefers to build trust within that community, so his members know if Willows is not delivering the wellbeing service that’s truly right for them, they’re free to leave. 

“We back our ability to provide customer-centric service, delivered through the personalisation of our offering,” he explains. “This means we have points throughout the entire life of our members and have created an ecosystem that incorporates both technology and face-to-face services. Keepme closes the loop, allowing us to learn from our members’ interactions with the business in a truly scaled way and continually improve our service offering.” 

Willows’ membership base was at 2,200 pre-COVID. The club has already built back up to 1,600 members, despite a number of social distancing restrictions remaining in place. “Keepme gave me a fine-tuned understanding of each customer’s probable return, which allowed me to rebuild the membership base very quickly,” says Morgan.

Improving membership sales

In November 2020, Morgan implemented Keepme Sales. “Now, for the first time, I’m able to get a 360˚ view of customers, from pre-sale all the way to post membership, should they choose leave,” he says. 

“The AI is constantly learning about our prospects and processes, allowing me to automate tasks and make sure we focus on the sales leads with the highest likelihood of conversion. I can make hyper personalised engagements with potential customers as I know where they came from and when, what their sales process was and what they’re most likely to want. 

“I’ve been blown away by how precise the whole Keepme system is, especially with regards to whether a member will leave or not; it’s scarily accurate! I couldn’t run my business without it now.”

About the author

Troy Morgan has been in the industry for a quarter of a century and as well as his role as CEO of Willows Health Group, he is a Head of Wellbeing Strategy at health technology platform MySpringDay , Director of Wellbeing Strategy at Well360, a national speaker and a business investor.

To find out what Keepme can do for your club’s sales and retention, book a free demo today. 

Video: Keepme Connect, the fitness industry’s leading engagement tool
November 4, 2020 •

When it comes to attracting, retaining, and engaging members, it’s hard to overstate the importance of targeted and personalized communications. That’s why we built Keepme Connect – the fitness industry’s leading suite of engagement tools.

With Connect, fitness operators can send laser-targeted and highly personalized communications via email, SMS, and more. When you add Connect’s ability to automate, you have a tool that is capable of everything from sending targeted sales campaigns to automating your entire new member journey. Sending the right communication, to the right member, at the right time has never been so effortless.

Watch the video below to see how Keepme Connect can revolutionise the way you approach membership sales, retention management, and more. 

Want to see firsthand why Keepme is the best software for gym sales and marketing? We invite you to book a demo today.

Manage your club’s inside sales with Keepme Sales
October 22, 2020 •

We’re pleased to introduce an exciting feature in Keepme Sales!

Inside sales – never lose an opportunity to sell added services in your fitness club again.

Keepme’s inside sales functionality captures, routes, and manages sales for services like personal training, massage, physical therapy, swim lessons and much more. Keepme allows any staff member to create a new lead. Once created, that lead is routed to the appropriate gym sales rep or department manager. It is then entered into an automated sales flow that alerts your staff to the new lead, sets your sales process, creates follow ups and reminders, and monitors your team’s progress from initiation to close. 

Beyond staff-generated leads, Keepme, using the power of our AI models, analyzes and identifies members who are most likely to engage in the services you offer. Our next level analysis ensures your team has the tools it needs to find every opportunity to drive additional revenue. 

With Keepme’s inside sales functionality, your team will never be relegated to sticky notes or IMs to capture and communicate new leads. The system will ensure that you capture 100% of your opportunities for added revenue, and that every lead is followed up with. 

Our robust inside sales management is just one reason why Keepme is the best gym sales CRM for the fitness industry. To learn more about how Keepme can revolutionize the way you manage gym membership sales, book a demo today.

Video: The future of digital in fitness with Ian Mullane and Simon Kemp
October 9, 2020 •

Check out the highlights from the UKActive Active Uprising session featuring Keepme’s founder and CEO, Ian Mullane, and global digital marketing thought leader and CEO of Kepios, Simon Kemp. 

In this insightful discussion, they reflect on how technological advances such as 5G are changing ways in which people consume fitness content, how member data will shape the offerings and services that operators provide, and much more. In short, it’s a conversation filled with forward-thinking statistics and trends for operators to be aware of.

To see how Keepme could help you uncover insights in your member data and drive revenue in your club, book a demo today.

Video: A conversation with Keepme customer Troy Morgan at Active Uprising
October 6, 2020 •

On August 25th, our founder and CEO Ian Mullane joined Keepme customer Troy Morgan (CEO, Willows Health Group) for a fascinating discussion on artificial intelligence and digital transformation as part of UKActive’s Active Uprising event.

During the session, Troy spoke about his journey implementing AI into his health club, and how the predictive insights in Keepme helped his team paint a more complete and nuanced picture of the member. He also went into detail about how, armed with these powerful insights, they were able to build hyper-personalized campaigns that generated significant revenue. 

Watch the highlights below! If you would like to learn how Keepme could help increase revenue in your club, book a demo today.

New Feature Announcement: Keepme Leads Manager

New Feature Announcement: Keepme Leads Manager (Video)
September 22, 2020 •

New feature announcement! 

Keepme Leads Manager – your sales team’s job just got a lot easier…

With the Leads Manager tool in Keepme Sales, your team can handle every element of the gym sales process all in one place. Rather than asking your team to jump from your CRM tool, to their phone, to their email platform and back to their CRM, losing critical information and time along the way, your team can execute every action directly from our Leads Manager tool. Keepme’s Leads Manager routes and prioritize leads, sets actions for your sales staff, and establishes next actions. Critically, Leads Manager allows your staff to send emails, text messages, and even make calls directly from the platform, eliminating confusion of using multiple tools to accomplish their work, increasing productivity and improving your close rate. 

Keepme Lead Manager keeps your team on target by mapping out the entire sales process, automatically sending thank you emails, follow ups, appointment reminders, and suggesting next actions. Our system takes the guesswork out of the process and creates multiple avenues for your team to take. Whether it’s a high value lead or a short term customer, our system will tailor the interactions, pace and level of automation to ensure you have the most efficient and effective sales process for your business. 

Keepme Leads Manager is just part of the picture. To learn more about how Keepme can revolutionize the way you manage your gym membership sales and drive retention, book a demo today.

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