THE GYM GROUP
The
Gym group : Jasper McIntosh shares an insight into gym groups new technology
Covid-19 . " Our business model lends itself particularly well to modern data methods , because we generate a lot of data . We ' re a contract-free subscription model so pricing , tenure and churn are fundamental metrics .
" With an automated access control system , we have something that most people in retail would really value because we know exactly who is in our gym . We can build a detailed picture of member engagement by combining this data with usage data from our digital products . We can understand when people visit , how often , for how long and how their visit patterns are changing .
" As part of our wider digital transformation programme , we created a roadmap to develop a first class data environment , in terms of both the infrastructure we use to capture and process data , and the team we build to create value with it ."
This has been hugely valuable to help deal with the challenges of the pandemic . " All of a sudden the business started asking more questions about things we hadn ’ t previously prioritised , like the maximum capacity of gyms , how many members used to visit but are no longer visiting , and how can we design communications and products to support members in this challenging new environment ."
Along with technology , this access to data is helping the company move into new areas and make the business more efficient . They recently implemented Okta to streamline their operations , as McIntosh explains that their growth over the last five years led to an increase in the number of systems that are
230 March 2021