THE GYM GROUP
a high quality , at-home digital experience . Additionally , they leveraged the expertise within their staff to deliver free content on social media .
" While we were closed , we were able to tell members we had content going out on all our social channels that was free for them to access and share with friends and family . If they wanted a more rounded , comprehensive digital package they could try the free trial with our collaboration with Fiit . That really got the ball rolling ."
They adapted their offering for the new post-Covid world by freezing membership fees until members were ready to return and implementing a monitoring tool for people to determine when the least busy time of day to visit was . While many public places - such as museums - reopened with a booking system , The Gym Group took this novel approach to ensure members had complete flexibility and a safe exercise environment .
" We built a tool that provides real time information on how busy the gym is , relative to its maximum capacity " McIntosh says . It also has a graph showing how busy it is at different times of day and on different days of the week . We put this information into the hands of members both through the website and the app , giving them the maximum amount of flexibility .
" What we ' ve seen , amazingly , is that the usage patterns in our gyms have changed quite fundamentally . Before , we had evening peaks or morning peaks in some sites , now we ' re seeing members choose to use gyms at different times of day . This gives them the best possible experience because it fits in with their new lifestyle and enables them to choose times when the gyms are less busy ."
Data has been crucial to making these adaptations , however McIntosh explains this focus began some 18 months ago , prior to
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