Login

Gym Sales Archives - Keepme Blog

Home

increase gym membership sales

How AI can increase gym membership sales at your club
June 24, 2021 •

One of the questions we’re often asked, when beginning a conversation with an operator who’s new to artificial intelligence, is: where could AI add value to my business? How can it increase gym membership sales at my club, improve member retention, drive yield and boost my bottom line?

The simple answer to the question of ‘where’ is ‘everywhere’ – but before we elaborate on that, it might be useful to explain a little more about what AI is.

Predict the future with AI

AI is now everywhere, from suggesting what we might listen to (Spotify) and watch (Netflix), to providing navigation guidance (Waze) and diagnosing medical problems (Health Tensor) among thousands of other things. 

For the fitness sector specifically, the easiest way to think of AI is as a prediction machine, taking what we do have (data) and filling in the gaps we don’t (i.e. knowledge).

  • Will the member leave us?
  • Will they be interested in this offer?
  • Will this change to the schedule affect attendance?
  • What will my sales performance be three months from now?

How it gets there may be a little bit more involved, but think of it as a prediction machine and you won’t go far wrong.

  • Based on what they’ve listened to, I predict they will like…
  • Based on what they’ve watched, I predict they will like…
  • Based on my understanding of the road system and the reported traffic conditions, I predict an ETA of…
  • Based on the symptoms, I predict the condition is…

Look forward, not back

So now let’s come back to the question: ‘Where could AI add value to my business?’ – and let’s address it by painting a picture that will equip you to easily answer the question yourself. 

Take a look at the business metrics you currently work with, the vast majority of which will be looking at what’s happened in the past. Now ask yourself: “What could I do with this insight if it were predicting forward?” 

Feel free to take inspiration from just a handful of the ways we’ve already seen AI applied within fitness operations. How valuable would it be if you knew…

  • What your member retention would be for the coming six months?
  • Which specific members would leave you in six months’ time?
  • What your gym sales would be for the coming quarter?
  • If you’d increase gym membership sales enough to hit your sales goal for the year?
  • What your membership would be at the end of the year?
  • Which sales channels would decrease in performance over the next quarter?
  • Which members were most likely to purchase PT, and at what package level?
  • What impact on member retention a class schedule change would have?
  • What the optimal class schedule would be for member retention?
  • Which classes drive the highest member retention?
  • Which members were most likely to take part in a gym referral program and/or provide a review?
  • Who your optimal member is, so you could ask your AI to create a custom audience for your social ads, ensuring maximum impact of your gym marketing campaigns?

And, of course, the above are just a few examples; there are many, many more questions you could ask of your prediction machine. 

Make decisions with confidence

It’s clear that, armed with the above insights, a business would be able to take consistent, positive action to extract the value from those insights. For example…

  • If you knew a member was going to leave you six months prior to the end of their contract, what value would that have? What changes might you implement in your gym member retention strategies or your gym loyalty program?
  • What would you do differently in your gym sales tactics if you knew which lead would convert to membership and which would not? 
  • If you could predict with 90 per cent accuracy what your gym sales figures would be for the next six months, what could you do with that knowledge?
  • If you could send a commercial offer to a member, knowing it was highly likely to be of interest, what impact would that have on your bottom line?
  • If you knew which of your members to ask for referrals or testimonials, and be confident they would provide them, how would you use this to improve member acquisition and increase gym membership sales?

By asking yourself these questions, you’ll immediately appreciate how AI allows you to make business decisions with a far higher level of confidence, increasing transparency around business performance and reducing the guesswork in likely outcomes.

Results that speak for themselves

The good news is, if you’re currently reviewing historical performance metrics, the data needed for an AI prediction most likely exists in your business. And the results can be transformational. 

For examples of these results, really you have to look to our business – Keepme – as it’s the first to provide these services to the fitness industry. 

At two years old, with much of this time of course shaped by COVID-19 lockdown, we are only now starting to get customer report results. However, there have already been some extraordinary improvements reported by customers from around the world. These include:

  • A one-year average increase in length of membership – a huge boost to retention that’s resulted in a significantly improved member Lifetime Value (LTV). 
  • An 8 per cent increase in gym sales lead conversion in the space of just three weeks.
  • A 35 per cent increase in non-dues spend.
  • A 21 per cent rise in referrals (in hard terms, four in five members are now referring new members) leading to increased gym membership sales, lower member acquisition costs, and higher LTV. 
  • Plus a lot of little wins that make a difference: email open rates improving from 52 to 86 per cent, for example. 

Put all this together and you’ll appreciate it’s not just the value of the solo prediction. It’s the impact the combined predictions have on subsequent actions, outcomes, and future predictions. 

With every action taken, your AI can see the outcome of that action, so it continues to learn. Its predictions get better and better – more accurate, more insightful, more valuable. And in turn, your efforts to increase gym membership sales – among many other things – become more and more effective.

For practical examples of AI application in a gym operation, read here

Download our latest white paper – Everything You Need to Know About Data & AI – here.

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.

Presenting Keepme Sales, The Fitness Industry’s First AI-Powered Sales Tool

Presenting Keepme Sales, The Fitness Industry’s First AI-Powered Sales Tool
September 18, 2020 •

We’re delighted to introduce the latest addition to the Keepme platform – Keepme Sales. 

Representing diverse customers across 9 countries, our clients surprisingly have one truly consistent request over the last 18 months: for Keepme to solve their sales problem. While many of our clients were already using the most popular gym sales support tools, they felt like what they were getting was little more than a polished up spreadsheet. We knew they needed better and that we could create something special. 

Rather than provide a bandaid, we sought to bring the fitness industry something it has never had – a fully integrated, AI-powered gym sales CRM tool that allows users to capture, manage, close, and transition leads into members all in one place.  

Seamlessly blending new lead capture, routing and management, Keepme Sales provides our users with one stop shop to not only monitor and collect information, but to execute. Our AI is constantly evaluating your lead quality, quantity, and progress to identify, segment, and funnel them into tailored sales flows built to optimize your teams effort and reduce the cost of acquisition.

Keepme’s built in communication platform allows the customer to leverage the power of AI to maximize their team’s time through smart automations built to ensure every lead is followed up with and no lead is ever left unattended.

Finally, Keepme Sales reaches beyond new membership sales and drives non-dues revenue. It starts by evaluating current members who are likely to engage in anything from personal training to swim lessons, building specific lead lists for your teams to pursue.

With the addition of Keepme Sales, our customers have the power to manage members across the entire life cycle, from lead generation to winning back ex-members, all in one platform. To learn more about how Keepme can revolutionize the way you manage your gym membership sales and drive retention, book a demo today.

We’re Proud To Introduce Keepme V2, A Next-Generation CRM for Fitness Operators
September 1, 2020 •

There’s excitement in the air at Keepme HQ! After months of tireless work and thousands of development hours, our team is proud to bring you Keepme V2 – the fitness industry’s first comprehensive, AI-powered gym CRM.

A genuine step change in club technology, Keepme V2 enables operators to drive additional revenue and increase profitability at every stage of the membership lifecycle – from lead capture and sales, to membership retention and secondary spend, to ex-member win back. All of this is backed by proven Artificial Intelligence, allowing operators to uncover revenue opportunities that are hidden in their data and act on them with the click of a button. No more jumping between tools, no more guesswork. 

Our brand new Keepme Sales module is a true one-stop solution, empowering gym sales teams to capture, allocate, manage, communicate with, and close leads all in one place. Keepme’s AI evaluates each lead and funnels them into tailored sales flows, while our sales playbooks and automations ensure every single lead is followed up with. And Keepme Sales isn’t limited to gym membership sales – it allows your reps to effortlessly manage inside sales for services like PT, massage, swim lessons, and anything else your club offers. To sum it up, Keepme Sales was purpose-built to turbocharge your sales team’s productivity and help them shatter their sales targets. 

Once a lead becomes a member, Keepme Membership provides you with industry-leading tools to maximize their lifetime value. Building on our proven Keepme retention platform, Keepme Membership’s AI identifies at-risk members and other critical member groups with pinpoint accuracy, while our new ‘Take Action’ features allow you to engage them with a single click. Building campaigns and automations has never been easier with Keepme’s best-in-class communications suite, which now includes a library of pre-built automations so operators can build world class member journeys right out of the box. Whether it’s re-engaging members who are slipping away, sending offers to members who are likely to purchase class packs, or reaching out to ex-members to win them back, Keepme Membership helps you achieve maximum revenue for every member in your club. 

We firmly believe that no operator should settle for band-aid solutions. If you have any questions about Keepme V2, please reach out to us via our live chat in the corner below. And if you would like a personalized tour to see how Keepme V2 could help your club, we warmly invite you to book a demo today.

— Team Keepme

Video: Introducing Keepme V2

Video: Introducing Keepme V2
August 27, 2020 •

We’re proud to present Keepme V2! 

The first comprehensive, AI-driven CRM for the fitness industry.  

Based on conversations with hundreds of operators, we knew there was a need for an AI-powered gym CRM that could manage the whole member lifecycle — from lead capture and sales, to retention, secondary spend, and ex-member win back. Over the past few months, our team has been working tirelessly to bring this vision to life. 

With a brand new lead management system and industry-leading communications tools, Keepme V2 is quite simply the most advanced gym sales and retention tool built from the ground up for fitness operators. At its heart? An AI engine that helps operators make data-driven decisions to maximize revenue. 

For a personalized tour of Keepme V2, Book A Demo Today

How AI prediction can help you increase revenue for your gym
March 19, 2020 •

Artificial Intelligence (AI) is transforming the way your gym can get more revenue. AI can now make intelligent predictions about member behaviour that will help you make more money. Let’s take a look at how you can do this.

The fitness industry is growing exponentially. Fitness membership in the UK for example broke the 10 million mark in 2019, with the industry worth in excess of £5bn. Globally there are over 210,000 clubs with 183 million members, according to a report by IHRSA in the UK alone!

The importance of revenue growth

Growth isn’t just important for the fitness industry as a whole, it’s vital for the future of your gym. Yes, it’s important that your club is seeing profits in the here and now, but you need to deliver future growth to secure your gym stays in the game for the long term.

Growth is the best way to avoid other gyms eating into your share of the market. As they say, offense is the best form of defense.

Another reason growth is important is because the fitness industry is very susceptible to disruption. From the boom in boutique clubs to the rise of home workouts (Popsugar, we’re looking at you), and a growth in “experiential” exercise moments as offered by a phenomenon like Tough Mudder, how secure is your gym if you are not seeing growth?

Prediction powered by Artificial Intelligence

It’s all very well talking about the importance of growth for your gym, but how do you execute it? How do you get your membership to grow, your revenue streams to lift… how do you get enough leverage to reinvest in your business in a meaningful way?

One of the reasons it can be hard to deliver growth in the fitness industry is that this is a sector that’s all about human behaviour. Gym membership isn’t just a product that your customers consume like Netflix membership. It’s a service that doesn’t just require your members to hand over money, they also need to invest their own time and energy into the gym to get anything out of it. That’s a long value chain, one that involves more commitment from customers than perhaps any other industry.

Because of this fitness chains often try and make an educated guess as to what will appeal to their members, and this often falls way short of the mark.

If only you could understand what your gym members value, and what changes you can make to boost your revenue and ensure future growth. Well, AI prediction is a really powerful way to do this.

Let’s think through this a bit. If there was a 50% chance that introducing a new fitness class would lead to new members sticking around longer, would you do it? That’s the predictive power of flipping a coin. What if there was a 60% chance this investment would lead to greater revenue? That’s a bit more like it, but you still stand to potentially loose a lot of money.

If the predictability of future success was 70/80%, that would be more like it right? But what if you could make predictions with over 91% chance of success? This may sound like psychic levels of prediction, but it’s actually achievable using sophisticated artificial intelligence and machine learning.

How to use prediction to get more revenue

Keepme is a powerful AI tool that helps you harness the power of prediction to take actions that will deliver greater profitability and growth.

By analysing your membership data Keepme projects what your revenue streams are going to look like in the months ahead. 

It can work out which members are likely to leave your gym and which ones will be receptive to outreach. And it will tell you which factors influence attrition, so you can find out what members who are at risk of leaving have in common. 

It will also tell you how much revenue you stand to lose if you carry on as you are. This helps you to make more decisions that will boost revenue, and less decisions that will hurt revenue. It will even show you potential revenue streams you are not tapping into. 

By removing the guesswork from increasing gym revenue you are free to unlock the growth potential of your gym. The predictive power of AI has never been as powerful as it is today. Gyms that take advantage of this are the brands that will see major growth in 2020, and the ones that don’t will always remain on the back foot.

To find out how Keepme can bring in more revenue for your club book a free demo today.

-->