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