Legend Kickstarts the NEW LA Fitness Member Relationship Strategy ~ Sept 2007
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.
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.
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."
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.
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."
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.
Iain HayesCustomer Service Manager
Halo LeisureLegend is impressive. Being designed from a user’s perspective, as opposed to competitor products that lack such an intuitive layout.
Debbie AstleyIT Director
LA FitnessAs a multisite operator of 80 clubs, Legend brings consistency to our business. The centralised platform offers reduced cost of ownership & improved customer service.
Keith ThomasManaging Director
Serco LeisureThe streamlining of our business processes has seen time and cost savings, modernising the way our 70 local leisure centres are run.
Malcolm McPhailChief Executive
Life LeisureWith rapid growth the small inconveniences became intolerable. Legend is the partner who can best support our impressive growth.
Steve BradleyManaging Director
TopnotchI can monitor in real-time everything important to my business as can my managers. Legend keeps us one step ahead of the competition.
Mike TaitAssistant Chief Executive
OCLRollout was completed in a short time scale, within ten weeks. Legend has allowed us to improve the quality of our data & business processes.
Peter DysonManaging Director
Whitehouse HotelsSelection was easy for us... Legend had the technology to suit our long term needs and could be deployed with minimal impact on operations.