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Webinar: How Top Performing Fitness Operators Maximise Sales Revenues [Dubai Active Industry x Ian Mullane]
April 14, 2022 •

On March 30th, our founder and CEO Ian Mullane delivered a webinar for Dubai Active Industry entitled “How Top Performing Fitness Operators Maximise Sales Revenues”. As you might have gathered from the title, the session was focused around membership sales, with Ian sharing four essential rules that top performing operators follow to achieve industry-best sales performance.

We’ll touch on these rules below, but for a more detailed look, be sure to watch the full video, which clocks in at a concise 28 minutes. 

Rule #1: Define and document your sales process

This rule is all about standardising your sales process so you have a repeatable, scalable process that can be continuously improved. As Ian points out, this isn’t about restricting your sales staff’s individual talents – their interpersonal skills will still play a significant role. But by operating within a defined structure,  you can find opportunities for optimisation at every stage of the process, not to mention bringing new joiners up to speed more quickly.

Key takeaways:

  • Not all leads are equal. Understand your lead sources and which leads are the most valuable, with the highest probability to close.
  • Prescribe the action to be taken at every stage in your sales process.
  • Standardise the key points that you want to be relayed in phone calls, SMSes and emails.
  • Understand the reasons why leads did not move on to the next stage and track this data in a structured way.
  • Set up a process for consistent follow-up. Leads should not leave your sales process unless they explicitly ask to be excluded.

Rule #2: What gets measured gets managed

Or, as Ian puts it, “people do what you inspect not expect”.

This all ties back to the idea that you cannot improve what you do not measure. Within every sales funnel, you’ll find enormous opportunities to measure and improve. Record as much data as possible, and with a wealth of metrics at your disposal, you’ll be able to identify exactly where you can make adjustments to increase your sales performance. It will also make your projections of future performance far more accurate. 

Key takeaways:

  • Measure your cost-per-lead. Remember, not all leads are equal. 
  • Don’t discount the importance of Lifetime Value (LTV). LTV gives you a true understanding of whether the leads you’re converting, and the marketing channels you’re using to attract them, are contributing to your profitability.
  • Track the time it takes to execute each stage of the sales process. Time erodes momentum, and you want to engage with leads while they’re in the mindset of joining.

Rule #3: Use automation to manage scale and consistency

In our last takeaway for Rule #2, we mentioned that time erodes momentum. Even the most well built sales processes can fail if they rely on human intervention, which often serves as a weak link. Automation allows you to deliver sophisticated processes at scale, and with consistency, so every engagement happens at the prescribed time. 

Some areas where automation can drive instant improvements:

  • Lead capture; make sure every lead is captured across all your channels and automatically fed into your sales funnel.
  • NPS; generate referrals automatically when someone provides a high NPS score.
  • Email and SMS templates; use standardised templates to ensure you can engage consistently and at scale.

Key takeaways:

  • Certainty of action is key. The very best sales teams execute consistently
  • Don’t view automation as “impersonal”. It’s a tool to support your sales team, reducing human intervention where it isn’t required, increasing the certainty of action, and allowing them more time to focus on personal interaction where it counts.
  • A/B test constantly. You’re not guaranteed to find a winner in each test, but incremental improvements each month add up to massive improvements over the year.

Rule #4: Your data + AI = rocket fuel for sales performance

If you’ve been diligent about data capture and measurement, you’ll have a solid foundation to make AI predictions with. This has powerful implications for fitness operators. For instance, you can use AI’s predictions to accurately score leads based on their expected LTV and probability of closing, allowing you to prioritise these leads in your sales process. 

AI can also help you further down the membership lifecycle, from increasing retention (by identifying attrition risk) to increasing non-dues revenue (by spotting which members are likely to purchase added services). Why should sales teams care about this? Because high retention clubs generally have the most new member leads and highest referral traffic, and members that purchase added services are also more likely to be retained.

Key takeaways:

  • AI may seem intimidating to some operators, but it’s developed to the point where it’s accessible to virtually any business. 
  • By combining AI with automation, you can engage consistently with content that’s targeted to each lead or member. 
  • Sales teams should be concerned with retention and non-dues revenue; these are correlated with increased sales.

About Ian Mullane:

A respected thought leader, white paper author, regular industry event speaker and member of the ukactive Digital Futures Council, Ian has a singular ability to first understand the challenges faced by our sector, then demystify the ways in which technology can help neutralize them. Ian is a Fellow of the Institute of Sales and Marketing Management, holds a Msc. in Marketing and is a trained economist with a speciality is markets and competition.

social media amrketing for fitness centers

How to nail social media marketing for fitness centers
February 3, 2022 •

If you’re planning some paid social media marketing for your fitness center, you’ll want to be sure you’re getting the biggest possible bang for every buck of your investment, maximizing results and ROI for your business.

That’s harder to do than it was when social media marketing first entered the picture, but there are ways to ensure your gym’s Facebook ads – we’ll focus on Facebook here as it’s the largest and most universal platform – hit the mark. We’ll go into the detail of our five social media tips for gyms in a moment.

Before we do that, though, it’s well worth setting the scene, looking at why you might consider paid Facebook ads as part of your gym’s marketing campaign in the first place.

The ‘why’ of social media marketing for fitness centers

With a very grand total of 4.55 billion active users globally, the reach of the social media platforms is truly vast – and still growing. As at October 2021, Facebook alone had 2.90 billion users. 

Then think about how much time we all spend on social media… Be honest. How many hours a day are you scrolling through Instagram, Facebook, Tik Tok, Twitter? 

Globally, the average amount of time spent on social media each day – per internet user between the ages of 16 and 64 – is two hours and 27 minutes (compared to three hours 21 minutes watching broadcast or streamed TV, for example). And that’s the average. Just think what your kids’ daily usage is likely to be.

Indeed, data from We Are Social’s Digital 2021 report shows that social media is now the primary place younger generations look for information about the brands they’re interested in and the things they want to buy. Rather than doing a Google search, as older generations might do, young people go straight to their chosen social media platform(s) for a simultaneous hit of information and inspiration.

Even as an average across all global internet users aged 16–64, “finding inspiration for things to do and buy” and “finding products to purchase” come pretty high up the list of main reasons to use social media – as the chart below shows.

Meanwhile, 72 per cent of all global internet users aged 16–64 use social media to research brands. 

Quite simply, if you aren’t on social media, you aren’t on people’s radar.

Facebook marketing for gyms – the 5 things you need to know 

“But we are on social media,” we hear you say. 

What does that look like in practice, though? Because if social media marketing for your fitness center currently consists of a quick daily post on your Facebook and Instagram pages and a hope for the best… yeah, that isn’t going to work.  

Allow us to take you through five things you absolutely need to know when you’re planning social media campaigns for your gyms.

#1 – Organic reach is a thing of the past

Yes, we’re afraid it’s true. 

An organic approach used to work in the past: you were a brand with a good following, you’d post something on your Facebook page, your followers would see it. Simple.

Nowadays, however, the average organic reach is around 5 per cent for a Facebook page – i.e. if you post something on your page, only 5 per cent of your followers will actually see it. The figure is worse still for pages with large numbers of followers. 

This decline has been going on for a while, in fact, ever since Facebook started letting brands advertise on their platform in the noughties. People started to really notice in 2012, though, when the average reach for an organic post fell to 16 per cent. With that figure now at 5 per cent, it’s clearly only got worse since then as Facebook has continued to refine its algorithm, prioritising certain engagements over others, de-prioritising branded content so it doesn’t drown out posts by users’ friends and so on. It’s getting harder and harder for branded posts to be seen organically.

Facebook marketing is now, unavoidably, pay to play. 

In other words, you have to nail your social media ads, because that’s where customers are.

#2 – Even ‘pay to play’ is getting harder

So, you’ve now realized you have to put some money behind your gym’s Facebook ads. The first challenge is that the average Cost Per Impression has been rising over the past year, up 34 per cent between October 2020 and October 2021. (In the below slide, note that CPM is cost per 1,000 impressions.)

Yet in spite of the rising cost, your gym’s Facebook ad can still fail. Your ad might be shown to a lot of people, yet the click-through rate and/or conversion rate remains low. Perhaps the conversion rate is OK, but those who convert turn out to be poor quality members, leaving after a few months or after taking advantage of your limited time offer.

When this happens, people often assume there’s something wrong with their content. In reality, however, the greater issue tends to be targeting.

#3 – Targeting: The secret of successful gym Facebook ads 

Facebook allows any fitness business to specify the broad characteristics of its ideal customer – age, gender, interests and so on – to ensure the ads it’s paid for target the correct audience(s).

However, add AI and things immediately go up several gears in terms of accuracy. All of a sudden, your Facebook ads are targeted around an in-depth profile of your ideal customer, not merely a broad brushstroke description of ‘fitness enthusiasts aged 25–45’. 

Here’s how it works.

You introduce Keepme AI to your gym and from your database of existing members, it builds up a picture of your ideal customer: the customer who stays with you the longest, with the highest lifetime value. 

Underpinning this, Keepme will know the precise factors that characterise your ideal customer – everything from their demographics, to the classes they do, to the apparel they buy from you. It can then use this insight to create an avatar of that perfect customer, which forms the basis for your social media targeting. 

Let’s take Facebook ads as an example. You can use Keepme to export a list of every customer who matches your avatar and upload this to Facebook, to create what Facebook calls a Custom Audience. Facebook’s own highly advanced AI – Facebook knows a huge amount about every user based on what they do and the sort of things they interact with – can then generate ‘Lookalike’ audiences that contain Facebook users who fit the bill of your ‘ideal customer’ avatar. So when you target your Facebook ad to a Lookalike audience, you can ensure your ad is served only to those who look very similar to your best, highest LTV (lifetime value) customers. 

Your cost of acquisition will be reduced, too, because you only pay Facebook for a very specific type of person; in our experience, you might get fewer clicks, but your conversion rate will be higher and your conversion cost lower. In other words, you’ll sell more gym memberships per dollar invested – and your members will stick around for longer, too, driving higher LTV.

#4 – You still need to get the creative right

It’s important, in such a targeted campaign, that your ads are pitch perfect for your audience: at a very minimum, you should tailor them by age and gender. 

But you can go much, much further with the help of AI. Troy Morgan, managing director of Willows Health & Lifestyle Centre in Australia, explains: “With Keepme having established avatars of our ideal members, our advertising agency in New York can come to us for each new campaign and request we take specific photos that will resonate with our target audiences. That imagery is then used in our Facebook and Google ads, and the leads that come in are exactly the right demographics – exactly the right profile to give us high lifetime value members.”

Even then, you should regularly A/B test your creative, tweaking spend behind the different ads as needed. Our advice is to always go into your A/B testing with a clear hypothesis. Know exactly what you’re looking to test, and only test one variable at a time: a clear data point that you can learn from and apply to future Facebook marketing for your gym.

Use a large enough sample that the test is statistically significant: it’s easy for small data sets to be skewed by a few anomalous results, leading to conclusions you can’t actually rely on.

Finally, don’t feel you have to stop at one A/B test. Once you’ve determined whether your initial hypothesis is correct (or not), try testing another variable to refine your ads still further. 

#5 – Don’t forget remarketing

Few people convert on the first touchpoint you have with them, so it’s important to build ‘remarketing’ into any social media marketing you do for your fitness center. 

But why, and what even is remarketing?

Remarketing, also known as retargeting, is another tool to ensure your gym’s Facebook ads are served to a relevant, receptive audience – and it uses a tool called a pixel.

Facebook Pixel is a piece of code you install on your own website, where it sits quietly behind the scenes, capturing who has visited which pages in your website and what actions they have completed while there. 

Say, for example, you’re a health club and someone has come to your website and clicked the ‘Join Now’ button – but then they leave before entering their card details and completing the sign-up process. Facebook Pixel can see that. Next time this individual visits Facebook, your ad will be served to them, reminding them to take action on their half-completed sign-up.

Facebook Pixel is free, so it’s a no-brainer to install it on your key web pages – membership prices, for example – to continue to serve your targeted ads to those who have already shown an interest in your club.

Even if you don’t plan to do any paid social media marketing for your fitness center just yet, you should still install Facebook Pixel on your website now because it needs time to collect data. (N.B. it also works when running ads on Facebook’s sister platform, Instagram)

As we always say at Keepme, you’ll never wish you had less data. 

Find out more about using AI to cost-effectively attract more high-value customers. Book a Keepme demo now. 

Want to know more about social media usage around the world? Watch our video blog with Simon Kemp of Kepios and We Are Social, or check out the latest global stats and trends here.

Gym Automation

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.

increase gym revenue yield per member

Want to increase gym revenue? Focus on yield per member
November 11, 2021 •

As an operator, when you’re looking to increase gym revenue, where do you naturally turn? Chances are your gym sales team is often your first port of call, focusing on new member acquisition with targets designed to increase gym membership sales.

No doubt secondary revenue opportunities are on your radar too: F&B, apparel and so on. But are you really maximizing these opportunities? And when it comes to gym sales, are you selling the right gym memberships in the first place?

Increase gym revenue the member-centric way

Our view is this: that focusing on yield per member should sit at the heart of any strategy designed to sustainably increase gym revenue – and that the secret is to do it in a genuinely member-centric way.

This isn’t about squeezing every last buck out of your members without offering real value in return. Quite the opposite, in fact: it’s about creating a fantastic, customer-centric experience that engages members, adds value – and in turn commands a premium, whether through higher dues or additional secondary spend.

In short, focus on your members first and the money will come.

This is where AI gym software comes into its own. By automatically gathering and collating every conceivable data point on every member, this intelligent CRM software can tell you exactly what each individual wants and needs. You can then present exactly the right product at exactly the right time, in a way that genuinely resonates with people.

We’re talking optimized in-gym marketing campaigns: upsell and secondary spend initiatives that become so well-targeted your members don’t even feel like you’re selling to them.

We’re talking fine-tuned products that members are willing to pay more for – and feel good about in the process – as they represent an enhanced, value-added customer experience.

We’re talking retention management at the heart of your efforts to increase gym revenue, growing yield per member in a customer-centric way that goes far beyond a simple post-workout coffee or the occasional smoothie.

Enhanced experience, higher gym membership prices

Willows Health & Lifestyle Centre in Australia is a great case in point, having redesigned its entire product around its members to drive higher average yield.

Scanners around the club track the activities members are doing so that, as managing director Troy Morgan explains: “We know exactly which activities are popular among our high-value members. This allows us to better direct our investment to maximize engagement and ROI, reallocating space in the club to deliver more of what they want.”

He continues: “As an example, we now know group exercise is our biggest retention tool – members stay with us on average eight months longer if they do classes – so we’re building our studio and small group training offerings and have designed our gym induction around this.

“Off the back of this product evolution, we’ve also been using Keepme to restructure our memberships to drive higher yield per member. We now have a fitness membership – cardio, strength, group ex and pool – and a high-experience membership, maximum 20 people per class, that’s based around the four areas of mind, strength, intensity and fitness. Data is already showing the length of membership to be twice as long for this high-yield group – and they get better results, which is what we’re all about.”

Health club marketing that doesn’t feel like a sales pitch

In fact, this product reconfiguration began as a test: an upsell campaign, underpinned by AI, that generated A$35,000 of additional revenue for Willows in the space of just three weeks.

For this campaign, Keepme was asked to identify general fitness members who had done some yoga classes, and who might therefore benefit from a premium package that offered more strength-in-depth in this area. The AI factored in other variables too: length of membership, frequency, likes, age profile, risk profile and so on.

A couple of hundred people were then sent highly personalized offers in emails that – worded and designed in a way that made them feel the club genuinely knew them and what they wanted – enjoyed an incredible 85 per cent open rate. Around 60 per cent of those contacted went on to make some sort of upgrade, with A$35,000 the instant result.

“It made us think: we’d had all that data sitting there for decades, unused. It represented so much money left on the table,” observes Troy Morgan, managing director at Willows.

“Whether an existing member or a new lead, we’re now confident in our ability to connect the right person with the right product. It becomes less a sale and more a personalized offer.”

Get more gym members spending more with you

It’s easy to see how your gym marketing could also harness this approach to maximise secondary spend. Imagine a scenario in which AI has segmented your yoga enthusiasts to give you such a deep understanding of who they are that selling everything from yoga apparel to yoga retreats becomes almost effortless, because you’re offering them exactly what they want. You can even present different commercial offers based on different probability of purchase, which again your AI can tell you.

The following personal training example brings this to life perfectly. Say you offer PT as individual sessions, or as packs of five or 10. Your AI can first identify the individuals from your database who will purchase from you. It can then segment them further into those most likely to purchase each of the particular packs.

Andrew would buy a five-pack, but he’s just as likely to purchase a 10-pack, so serve him that offer. Cathy, meanwhile, is highly unlikely to want anything but a single session, so don’t scare her off with a five-pack offer. Banking the one-session sale is the best way to increase gym revenue in this scenario.

Add gym automation and you have AI working 24 hours a day, seven days a week to find customers who would be receptive to an offer, before serving them with the correct one in a piece of communication that at the very least is relevant to their age and gender, and delivered in the optimal engagement format for them. It ensures you aren’t leaving any potential revenue on the table, and it’s all achieved with no human intervention.

The outcome in this example: you sell more personal training and increase gym revenue. And the potential really is massive, with broad relevance and application: one customer adopted this approach for non-dues revenue among its membership and grew it by 43 per cent in the space of just six months.

How to get more high-yield gym members

Finally, it’s also a fact that gym sales and member retention are two sides of the same coin when it comes to increased gym revenue. Recruit the right members in the first place and they’ll be more likely to both stay and spend with you.

Here’s how this works. Once your AI has built up a picture of your ideal customer – the customer who buys a 10-pack of PT every month, who recommends their friends, who has a juice on most visits, but above all who stays with you the longest, with the highest lifetime value – it also knows the factors that underpin this: everything from their age to the classes they do to the source through which they first came to you.

This is invaluable when it comes to your gym marketing, allowing you to, for example, create a custom audience for your Facebook advertising. This ensures your gym membership sales pitch is served only to those who look very similar to your best customers, helping you attract high-value, high-yield customers.

Once again, Willows has done exactly this and, says Morgan: “We aren’t just signing members for the sake of it. We’re signing the right members – the ones our product is increasingly designed around.”

And those members, of course, also happen to be the ones who stay longest and spend the most.

It’s why we believe harnessing member insight to drive average yield has to sit at the heart of any strategy to increase gym revenue.

Keepme can help you increase gym revenue in all these ways, and more besides. Book a free demo today.

how to increase gym revenue

How to increase gym revenue: Dive in to your data!
August 12, 2021 •

If you’re looking at how to increase gym revenue, look no further than the mass of data that already exists in your business.

Even now, this combined data is the lifeblood of your company, flowing through tools and people to produce insights, engagements and value. Within it is the history of every decision, every outcome and volumes of behavioural information. As such, your data holds intricate lessons for improvement, as well as detailed forecasts of your future. 

Quite simply, data is business gold, and the insights and opportunities that can already be gleaned from unlocking it are exceptional. 

For proof, look no further than Willows Health & Lifestyle in Australia. In the space of just 18 months (an 18-month period that notably included COVID-19 lockdown), AI helped Willows add a year to its average length of membership – and that’s just the headline, with other impressive results being reported all the time. The case study makes for fascinating reading and can be downloaded here.

Your gym software: Join the dots

To get to this point, however, we first need a mind-shift in how we view our data. 

If we only view our different data sources as separate entities, separate ‘islands’ of data, we will dramatically limit the value we can extract from it. We can of course understand the data sources’ independent values to the business, which are embedded in the reasons why the data was collected in the first place. But that’s where the story will end.

If, on the other hand, we can expand our thinking beyond this – joining the dots between our data sources, connecting the islands of our various gym software solutions – we can maximise the value we’re extracting from our data.

When this happens – when one set of data is connected with other data sets or tools (combining the member list from your gym CRM software with your customer surveys, for example) – the value of the data multiplies. It may have been collected for one purpose, but when combined, it can be used for other purposes and its enhanced value leveraged. The insights that can be extracted from it then multiply and the opportunities to increase gym revenue grow.

Fill the gaps, tell a consistent story

It’s also the case that bringing sources together can make each data set more complete; there may be holes in the data from one application, but those same holes can be filled using the data that already exists in another system. 

One interesting example would be missing class attendance data from the CMS. Armed with the CMS data, plus the site attendance data from the entry system, in most cases it can be determined whether or not the member attended a class based on time of entry, time of exit and any other ‘evidence’ within the data. 

When all data sources come together, then, it can create transparency, eliminate doubt, increase confidence and understanding, and provide better foundations for business decisions. 

Bottom line, it is this powerful bringing together of data – in new combinations that unlock new insights – that will show you how to increase gym revenue.

Know your toolkit

But to extract this value from your data, it needs to flow through the right tools; in fact, the application or tool is where the value actually lies. That’s because, while the data powers the tool, without the right tools in the first place you simply can’t turn your data into knowledge and insight.

The number of tools available to your business is growing rapidly, along with the volume of available data. Already well established in the fitness sector are tools that bring together the collection and usage of data, so one system performs multiple tasks: CMS setting up a member record, charging information and sending out newsletters based on communication preferences, for example. 

Other common scenarios you’ll see involve operators extracting data from one tool to use in another – a task that’s become infinitely easier thanks to data exchange standards (think .CSV files). An example of this would be the extraction of data from a CMS system for use in Mailchimp. 

Tools that set data free

But even when extracted from one application via .CSV and placed into another – out of CMS and into Mailchimp, for example – your islands of data are still like separate nations. The ability to understand each other through common language is sufficient, but there’s no collaboration across national borders. 

The good news is, this collaboration – this joining together of separate nations into a single country with a common language – is now possible thanks to the latest generation of tools. 

At the top of that list is AI, which sets our data free to move beyond the boundaries of where it was formed. In doing so, it is capable of combining and evolving data to deliver a new level of value.

In fact, as a fitness operator, we have the opportunity to revolutionise our business approach (this use of ‘revolutionise’ no hyberbole). More specifically, the operators that capture value in their data, deploying it through AI, will be the ones with the highest retention rates, lowest acquisition costs and happiest customers. They will be the ones with the strongest insights into how to increase gym revenue. 

How so? Because the understanding they have derived from the data – courtesy of their AI – will allow them to speak to their customers in an increasingly personal way, and each engagement will be more meaningful. 

A new super-highway   

But to maximise the impact of AI – or any application, for that matter – what you need is a structured, efficient method to get the data you require in the correct format, and at the right frequency. Generally, that’s far more frequently than is possible using a .CSV, for example.

This is where an API (Application Programming Interface) comes in – a term that’s used with such frequency these days that you no doubt already have a fair understanding of what it’s all about. For the sake of being thorough, though, we’ll offer a quick overview here.

Before APIs were invented, we were all limited in terms of the data we could extract from an application. We’d have to download all the data in a .CSV or use a report writer to export it (always assuming the data was even available, which all too often it was not). The process was very labour intensive and the data extracted would be out-of-date within minutes. 

Custom interfaces could alternatively be built, but these were clunky, not to mention expensive and time-consuming to build. 

The advent of the API solved all of this. 

Picture an API as a doorway into an application – one that’s been created specifically to allow you access to the data within that application. When provided with an API key, you can open this door and be presented with a map (aka the API Documentation) that will show you where in the application you need to go to retrieve the information you require. 

Armed with this knowledge, you can build a direct integration (picture it as connecting your ‘pipe’ to the correct parts of the third-party application) to ensure a timely, consistent delivery of the data you require directly into your own application – all without the need for further human intervention. 

Let’s say you had an application that needed attendance data to do its magic. Without an API, this would require a staff member to run a report and then upload that report (assuming this was possible) to get the attendance data into your application. The next challenge: you would then be working with data that represented a snapshot from the moment in time when the report was run. Meanwhile, the live data would be changing every hour of every day; you would never be working off the most accurate, up-to-date data. 

With an API integration, on the other hand, your new application is able to call for the attendance data automatically, at whatever frequency it needs to achieve its task. All without human involvement.

And that’s not all. Thanks to API technology, which makes data totally free to move, it’s now also possible to seamlessly send results back to the original application. 

Just as one example, let’s say we use a CMS API to extract member data into an application like Keepme. Keepme then uses this member data to provide a score on the likelihood of a member staying or leaving; when calculated, this information is sent back to the CMS so it’s visible on the member record. 

This is a huge value-add of the API: a two-way flow that allows all sources of data to be kept up-to-date – with all connected apps continually updating each other – and, indeed, enhanced as each new combination of data sources drives new insights.

To visualise how all this works, think of the API as a beautifully engineered, wide, two-way bridge that joins data and applications together. Then compare this to the rickety, one-way rope bridges we’ve had to deal with in the past (and often the present), whereby getting data out was enough of an effort that the idea of sending data back was never even considered.

Insist on an API  

Ideally, then, every one of the applications you use within your business should have an API, so a quick audit of your current tools’ data capabilities is a useful undertaking. 

List your core business tools, such as your gym CRM software, club management and entry systems. Do they have APIs available for them? If so, request a link to the API Developers’ Documentation, which you will be able to review/share when discussing new tools/AI projects in the future. This documentation should include a list of endpoints that indicate what parts of the application are accessible. A limited set of endpoints will limit use.

No API? Ask the provider when this will be available. (And don’t be fobbed off by proprietary data extraction/integration tools. These may be a possible stopgap until an API is available, but they’re very old-school, far from optimal, and most definitely still a short-term solution.)

Believe it or not, there are industry tools out there that have neither an API nor the ability to export your data via a .CSV. We’re not talking fringe providers, either; some of the biggest providers have tools that lack this capability. They may suggest they are legacy platforms, but if you find yourself owning one of these, it’s time to move on. Do not let your data be held prisoner, as the value lost could become significantly limiting over time.

Certainly, for future application purchases, we cannot recommend strongly enough that you insist on there being an API. If the answer is “it’s in the pipeline”, it’s a red flag. Push for more certainty, as without an API, you could find yourself severely limited in the new data age.

AI can tell you what to do. But you need to do it.

We’ve covered a lot of ground already, so let’s recap where we’ve got to so far.

  • You’re looking at how to increase gym revenue, and we’ve established that the answer lies in your data.
  • That data is, however, only valuable if you can get it out of wherever it’s stored.
  • An API is the perfect answer: a structured, efficient method to get the data you require in the correct format, and at the right frequency.
  • Once you have the data flowing, it’s time to unleash its power, bringing it together in new combinations that unlock new insights.
  • AI is the tool that makes this possible, combining and evolving data sets to deliver new levels of value.
  • Arguably, it is in the tool – the AI – that the real value lies. Your data powers the tool, but without the right tools in the first place, you simply can’t turn your data into knowledge and insight.

However, simply having AI in place isn’t, on its own, going to increase gym revenue for you. To extract that – or indeed any other – value, there must be a willingness on your part not only to dedicate the time to implement the platform, but to then engage with it. That includes potentially changing many of your workflows once armed with the new insights. 

Do so and the results can be exceptional. However, only by acting on the insights your AI presents to you – whether they’re insights that could shape a new strategy to increase gym membership sales, that could help you design a new gym referral program, that throw a spotlight on how you might refine your fitness marketing strategies – will you move forward.

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

You will need to play your part in achieving your business goals.

Read more about how to increase gym revenue using AI

Find out more about the power of data to increase gym revenue at your club: download our new white paper – Everything You Need to Know About Data & AI – for free.

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.

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