How data can underpin a robust COVID-19 recovery plan

Who knows what the next few months hold 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 behaviors. 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-personalized 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.