Location intelligence tells you much more than just where to position your gyms; you can even create a personalised training programme for individual members using these insights.
In this article, we’ll give you an overview of some of the factors you should calculate to create a personalised training programme for customers and ramp up retention.
Factors to calculate to create a personalised training programme
These are just some of the factors you can conveniently log and compare using location intelligence software:
1) Personal attributes
Record a host of personal attributes relating to individual customers, including:
- Exercise goals
- Medical considerations
Using this information, you could identify relevant classes, exercise types and exercise criteria, then talk to customers about using these as the basis for their fitness regime.
2) Sign-up date
The post-Christmas peak followed by the spring exodus is just one example of seasonal cycles for gyms.
You can use location intelligence software to log the precise date or time of year that each customer originally signed up, then use this to identify customer trends.
If you find a high proportion of customers leave after a certain amount of time, you know when to focus your resources/advance their fitness regime in order to encourage them to stick with it.
3) Frequency of visits
How frequently customers visit and the duration of each visit are strong indicators of customer loyalty, and can be used to create a personalised training programme.
If a customer is working and can only dedicate half an hour after work two days a week in addition to a couple of hours over the weekend, you can work with them to help them make the most of this time.
For instance, you might recommend a high-intensity workout for the former, and more of a cardio-based session for the latter.
Also, if they start to visit less, you can contact them, help them re-assess their fitness goals, then adapt their exercise plan accordingly.
Your customers’ professional attributes and diets are also vital factors for personalising their workout programme.
Combine local socio-economic information with questionnaire results to better understand their diets. Use this to assess whether they’re eating healthily overall, and whether the foods they’re consuming support their fitness regimes.
Using this insight, you could do something that adds value to their subscription, like creating bespoke meal plans. These should contain relevant recipes, and could even signpost them towards the nearest approved retailer.
You can also use their employment/family status and type to determine the duration and intensity of the workout they’ll require.
5) Home/work locations
Achieving a macro-perspective of where customers live/work gives you scope to recommend bespoke routes for jogging/cycling to supplement their gym visits.
You can take this one step further and set up geofences/record regular journey times to reach out to them with encouragement when it’s likely to be most effective.
For example, you could send out a workout reminder when customers are on their commute home, or dispatch an encouraging message when they’re likely to be in need of a little lift.
There are so many ways that you can use location intelligence to enhance your gym or fitness brand services; this article merely scratches the surface. With location intelligence, the possibilities are truly endless.
Make your gym services smarter and create personalised training programmes for customers using Periscope® from Newgrove; sign up for a free, 10-minute demo today.