businesschief.eu 227THE 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