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Jose Teixeira: analysing data is 'key to understanding club members'
25 Oct 2019 . BY Tom Walker
SC Fitness tracks entries and exits of group exercise classes and use sensor cameras to get further usage data
Our company no longer has to make assumptions, we can work out the reason and support it with numbers
– Jose Teixeira
Collecting and analysing data is paramount for any health club wanting to its improve service quality and retention, according to José Teixeira, head of customer experience at Portuguese fitness group SC Fitness.

Speaking to HCM, Teixeira explained how SC Fitness – which operates 35 health clubs across three separate brands – has used data to take the guess-work out of customer relationship management (CRM).

"We have a business intelligence department with two business analysts and a psychologist," Teixeira said.

"Our company no longer has to make assumptions, we can work out the reason and support it with numbers.

"We have a lot of data about members: not only information like age, gender, height, weight and health, but their length of stay, and their usage. We track entries and exits of group exercise classes and use sensor cameras to get further usage data, we profile clients, as well as monitor who is coming and who is leaving."

Teixeira adds that analysing data has allowed the company to dispel some previously held assumptions about customer behaviours.

"For example, we have found that overcrowding is much more important than both cleaning and maintenance in terms of its role in causing a member to leave," he added.

"If there isn’t space to work out, because there aren’t enough treadmills or room in the class, they leave.

"An instructor missing a class hurts the club a lot more than some hair in the showers. Cleaning and maintenance in the gym is important, but it is not as important as many would assume.

"We also found that older people stay as members for longer: they have more stable lives, are more stable financially and move less. And people with a contract also stay longer.

"People often assume that those who pay more stay longer, but we don’t see this. What we see is that if you have PT you stay longer because you use more, not because you pay more."

He also revealed that, for SC Fitness, the most important factor for improving member retention was increasing individual usage.

"People who use the club more, stay as a member for longer," Teixeira said.

"For each incremental visit per month, people stay 1.26 months longer as members.

"As soon as we sell a membership, we think about retention: our sales consultants book the assessment when closing the membership and then our fitness instructors help people to build a routine.

"New members are more likely to drop out, so it is important to get the first 30 days going well: we aim to get new members to come 12 times in the first 30 days."

• To read the full interview with Teixeira, click here for the October issue of HCM magazine.
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PRODUCT NEWS
Jose Teixeira: analysing data is 'key to understanding club members'
25 Oct 2019 . BY Tom Walker
SC Fitness tracks entries and exits of group exercise classes and use sensor cameras to get further usage data
Our company no longer has to make assumptions, we can work out the reason and support it with numbers
– Jose Teixeira
Collecting and analysing data is paramount for any health club wanting to its improve service quality and retention, according to José Teixeira, head of customer experience at Portuguese fitness group SC Fitness.

Speaking to HCM, Teixeira explained how SC Fitness – which operates 35 health clubs across three separate brands – has used data to take the guess-work out of customer relationship management (CRM).

"We have a business intelligence department with two business analysts and a psychologist," Teixeira said.

"Our company no longer has to make assumptions, we can work out the reason and support it with numbers.

"We have a lot of data about members: not only information like age, gender, height, weight and health, but their length of stay, and their usage. We track entries and exits of group exercise classes and use sensor cameras to get further usage data, we profile clients, as well as monitor who is coming and who is leaving."

Teixeira adds that analysing data has allowed the company to dispel some previously held assumptions about customer behaviours.

"For example, we have found that overcrowding is much more important than both cleaning and maintenance in terms of its role in causing a member to leave," he added.

"If there isn’t space to work out, because there aren’t enough treadmills or room in the class, they leave.

"An instructor missing a class hurts the club a lot more than some hair in the showers. Cleaning and maintenance in the gym is important, but it is not as important as many would assume.

"We also found that older people stay as members for longer: they have more stable lives, are more stable financially and move less. And people with a contract also stay longer.

"People often assume that those who pay more stay longer, but we don’t see this. What we see is that if you have PT you stay longer because you use more, not because you pay more."

He also revealed that, for SC Fitness, the most important factor for improving member retention was increasing individual usage.

"People who use the club more, stay as a member for longer," Teixeira said.

"For each incremental visit per month, people stay 1.26 months longer as members.

"As soon as we sell a membership, we think about retention: our sales consultants book the assessment when closing the membership and then our fitness instructors help people to build a routine.

"New members are more likely to drop out, so it is important to get the first 30 days going well: we aim to get new members to come 12 times in the first 30 days."

• To read the full interview with Teixeira, click here for the October issue of HCM magazine.
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Finally, the time has come: fitness and health facilities around the globe are gradually resuming operations.
Bicester hotel opens purpose-built performance facilities to attract new target audience
The Bicester Hotel and Spa has launched purpose-built fitness and performance facilities to create a standalone, unique offering to attract a new demographic to the site.
EGYM launches digital functionality to help gyms adjust to a post lockdown world
As Governments turn attention to a lockdown exit strategy, the world is bracing itself for a ‘new norm’ where social distancing and heightened hygiene requirements become a part of daily life.
Adidas calls on BLK BOX for flooring solutions at new World of Sports complex
Adidas believes that creators, just like athletes, need an environment that inspires their employees to perform and believe that through sport, we have the power to change lives.
Gympass partners with Wexer to launch on-demand workouts for operators
Gympass has launched Gympass Plus - including an on-demand platform powered by Wexer - for its 2,200+ operator partners. The platform comprises more than 500 workouts from 18 content providers including Zumba and Gaiam.
What’s your Covid-19 exit strategy? How will you use this time to relaunch your business to thrive, not just survive
There is no escaping the fact that we are operating in extraordinary times. Our physical health clubs, gyms and studios are closed and we’re trying to keep our membership engaged, fit and healthy via online and digital training.
Incorpore and MoveGB ink groundbreaking partnership to transform corporate wellness offering
Incorpore and MoveGB have entered into a landmark partnership, combining the UK’s largest provider of corporate gym memberships with the nation’s biggest network of classes.
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COMPANY PROFILES
Physical Company Ltd

Physical Company supply over 1,900 product lines including some of the most pioneering pieces of k [more...]
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+ More catalogues  

DIRECTORY
+ More directory  
DIARY

 

06 Jun 2020

Welsh Fitness Expo

Cardiff City Stadium, Cardiff,
09 Jun 2020

ISA Summer Business Forum

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+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2020

ABOUT LEISURE MEDIA
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PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS