CONTENT BROUGHT TO YOU BY: EZFacility
Nostradamus predicted mobile apps will save the world.
Okay, we might have made that up.
Fully branded mobile apps may not save the world, exactly, but they can do wonders for your business. In a world where smartphones reign supreme—offering, high-speed internet and immediate access to information, anytime and anywhere—consumers now make more educated decisions and purchases than ever before. With the easy accessibility of apps to perform various functions and fulfill everyday needs, clients expect businesses to be just, if not more, accessible. The fact is that having a website alone just doesn’t cut it anymore.
As more and more fitness enthusiasts navigate toward using apps to complement their workouts and help achieve their fitness goals, it’s become exceedingly clear that health clubs need to have a fully branded, customized app to optimize the overall client experience and establish themselves as a trusted source of reliable information and support. Health clubs can add value and convenience for members, increase revenue and boost retention with a fully branded app.
How can a mobile app add value and convenience for customers?
A mobile app brings almost the entire customer experience into the palm of a client’s hand. With just a tap, a client is connected to your club and can easily navigate through your various offerings and services. Most apps encompass features such as club card check-in, registration, schedule tracking, session purchases and bill pay. A client also can make club purchases, refer friends, receive push notifications and keep up-to-date on club news and event information anytime and anywhere. Clients should be able to view your schedule and book a class while grocery shopping, walking the dog or during any other day-to-day activity. The easier you make connectivity between your club and members, the more value your members will place on your products and services.
How can a mobile app increase retention levels?
Clients don’t want an app; they need it. With so many more fitness-minded people searching for and using fitness apps, having an app specific to your gym will establish your facility as a reliable source of information and support.
There are many ways that an app can boost retention. The first thing members will see every time they look at their phones is your logo—keeping your brand top of mind. Additionally, an app can allow the ability to track specific fitness goals so members will continue to feel a sense of accomplishment as they meet them.
An app will bolster more social interactions between staff and members, creating a sense of community both online and at your facility. It’s important to make sure clients feel valued rather than just a number. Creating a community accomplishes this by cultivating personal relationships and establishing a place that people look forward to visiting. The more meaningful, memorable and positive you make the customer experience, the higher member satisfaction and loyalty will be. An app will help deliver an experience competitors cannot match.
How can a mobile app increase revenue?
Aside from boosting retention levels and the number of referrals—resulting in a steady influx of new members—a mobile app can affect your bottom line through various revenue streams. These streams include but are not limited to personal training offers, member referral programs, class packages, day passes, drop-ins and more.
Another important cost benefit of an app is that it eliminates the need for physical membership cards. A high-quality app acts as a membership card itself by creating a barcode unique to the client that can be scanned at the front desk. This is a great incentive for clients to download the app straight from the get-go as it simplifies the check-in process for both parties. Furthermore, the client will have immediate access to all of a club’s news, events and social media platforms, creating an even easier way to stay connected to all parts of the club experience. Clubs can send push notifications to keep clients up-to-date on the latest promotions and discounts. For example, a club could promote a flash sale and indicate that it will only be available for three hours from the time the notification was posted.
Recent studies show that prospects who download a facility’s app are much more likely to become members—thus making the gym app a crucial recruitment tool. Make sure to start by keeping it simple. Build an app that reflects the core values of your brand and is easy for your clients to navigate. Once clients are used to the functionality of the app, you can monitor what works and what does not to build additional features. Top-of-the-line apps will include robust reporting to track app use, new users and views of specific services and offerings. The fact of the matter is that your business app must address client needs and solve their problems.
As new technologies are developed and adapted for consumer behavior, more possibilities to increase revenue and client engagement will arise. To set your business apart from the competition, start with a customized, mobile app that can be updated and optimized for the most successful client engagement and connectivity between your club and your members
Danielle Comeau is marketing coordinator for EZFacility—a gym management software company based in Long Island, New York. After graduating from Monmouth University with a degree in public relations and journalism, Comeau discovered her love for health and fitness. When she is not working on brand-building campaigns and strategies for businesses big and small, she can be found hanging upside down in aerial yoga class or crying over the latest character killed off in HBO’s "Game of Thrones" (her favorite TV show).