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LA Fitness has launched ‘Kickstart’, a
major new initiative aimed at promoting regular exercise and
increasing retention, with particular attention paid to the
first eight weeks of membership. From August 1, new members
joining a LA Fitness club will be able to sign up and
benefit from the scheme. Legend Club Management Systems has
worked in close partnership with the company to automate
processes which allow online registration and targeted
communication emails to be sent to participants, as well as
implementing monitoring and tracking procedures. |
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LA Fitness has carried out a
thorough monitoring and evaluation process in order
to develop the programme. It incorporates member
profile information, usage statistics and
behavioural patterns, as well as the findings of
research carried out by the Fitness Industry
Association. This concluded that those that use a
club regularly, at least twice per week, every week
during the initial six weeks of joining are more
likely to form an exercise habit and therefore
remain as a long term member. Kickstart is designed
to provide a substantially better service through a
carefully structured club induction process and
regular, personalised communication. |
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Sean Maguire, Managing Director of
Legend, adds: "The Kickstart solution adds value by ensuring
that members have a better experience at LA Fitness clubs
than they would have at another facility. That’s a very
simple, yet powerful proposition. Through Kickstart, LA
Fitness enjoys a competitive advantage over competitors. Our
aim is to work in strategic partnership with our clients to
help them achieve the maximum potential from their business.
Kickstart is a great example of this, and LA Fitness can
testify to our responsiveness and ability to deliver quality
on time."
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Having worked with LA Fitness for
over five years, Legend is well placed to understand and
meet the fast paced and evolving needs of the business.
Kickstart utilises the extensive capabilities of Legend
Club Management’s package to track usage, key stages and
member interactions. For the first eight weeks,
participants on the programme receive a weekly email,
the contents of which is personalised to the individual
based on their own fitness goals. By also providing
instructors with the tools to monitor and analyse data
throughout the course, they can identify less responsive
members and offer additional support and encouragement,
thereby catching ‘orphans’ before they drop out. |
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Andy Lelean, Business Systems
Manager for LA Fitness, explains: "Implementing a
structured induction system of this kind will
dramatically increase member retention and improve
revenue. By investing in such a comprehensive and easy
to use programme we are confident that there will be
better interaction between staff and members. Usage
and member satisfaction will grow as a result of
enhanced service levels and ultimately those joining
LA Fitness will want to remain with us." |
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The Kickstart pack consists
of a LA health check, including various medical
tests, free one-to-one personal programme
sessions, exercise clinics, ten minute
workshops, ongoing re-assessments and ‘goody
bags’ for regular participation. Although aimed
primarily at new users, existing members can
also register to take part. |
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