How to encourage your customers to download and use your App

Unfortunately, just having an App is not enough to get people to download and use it. You will need to work on increasing downloads and ensuring your members are consistently using it.

We’ve put together some top tips on how to increase customer App usage…

1. Promote your App on your website

Members that are visiting your website, should be visiting the App instead. It’s important to educate customers that your App is a more convenient and easy way to access all information and services that are relevant for members and prospects. Here are a few ideas on how you can utilise your website to successfully promote your App:

• Create a page with a call-to-action to download the App – this can then be shared across multiple channels.
• Don’t make the page too long or complicated, your goal is to send the user to the App Store.
• Make the App a prominent feature on your website homepage. You could do this by creating a banner on your home page that links through to the App page. 
• Remind your customers that anything they do on your website e.g. class booking, finding the latest news and information or looking for opening times, can be done on your App. The more they’re pointed to your App, the more likely they are to use it as their first point of call in future.

You can use our Promote App feature to make it easy for members to get your App from an online channel. Simply click the ‘Promote App’ button in the cockpit and select the link option.

2. Create email marketing campaigns

If you already have a base of customers that subscribe to receive emails from you, email marketing can help influence App downloads.

Consider sending an email to your existing customer base notifying them about your App and all its benefits!

Don’t just stop at one email though – why not include a banner with a link to your App download in all further email communications with your customers. Make it easy to spot, with a clear call-to-action.

You can also encourage App usage by linking to sections of your App in your emails. For example, when sharing news and information – give them the option to check it out in-App.

3. Use social media

In 2020, over 3.6 billion people were using social media worldwide! This means that the chances your customers are on social media, are very high! Most of them access social media using a mobile device, which means it will be easier for them to download an App that catches their attention in their newsfeed. You can find a social link within the Promote App feature in our cockpit, making it quick and easy to share across your channels.

Using social media channels is always effective for brand promotion, including mobile App promotion.

The social media platform(s) you choose to be present on will depend on your target audience and marketing strategy, but the main concept for App promotion, however, is the same for all platforms. You need to create engaging content to spread the word about your App. Try varying the content – blogs, App screenshots and short screen-recording videos – you’ll soon learn what works and what doesn’t!

In order for social promotion to be effective, it needs to be ongoing. Promoting your App sporadically on your social channels may lead to a spike in downloads for a short amount of time, but the impact will taper off. Having an ongoing social promotion strategy for your App is the best way to steadily increase awareness and downloads. Plan regular posts and updates so that your customers understand that the mobile App is an essential part of your business. 

4. Create offline campaigns

With QR codes, it’s easy to create a smooth journey for a user from printed material to a website or directly to the App Store.

Again, you can use our Promote App feature to generate a QR code, quickly and easily from the cockpit.

There are lots of different printed materials you can use to promote your App:

• Leaflets
• Posters
• Banners
• Stickers
• Magazines or newspapers

Place these materials around your gym, leisure centre or health centre where you know members are likely to see them – for example, at reception, in the changing rooms or even a sticker in each locker.

Make sure the printed collateral informs your members not only about the App, by more importantly, why they need it. Remind them of the benefits of using your App:

• News and information at their fingertips, just a few clicks away
• Smooth user experience
• Quick and easy to book classes
• Watch livestreams or re-streams 
• Ask questions
• Access membership information

5. Convert current App users into brand ambassadors

One of the most effective App promotions is word-of-mouth from current users. Getting your members talking to other members about how good your App is and why they need it is invaluable.

You could even give them the extra motivation they need to spread the word through incentives. Encourage current App users to promote your App to their peers by offering a reward for their efforts. This could be a months free membership, or a free item from the in-club cafe. This is the perfect way to gain new users while at the same time rewarding loyal ones.

In addition to word-of-mouth promotion, one feature unique to myFitApp is the ability to use your members as brand ambassadors online. When your members share articles, from your App, via messenger or social channels, a link to download your App is automatically added to each share – brand awareness and lead generation all in once place!

6. Internal competition

Why not incentivise your staff members to get as many members downloading the App as they can – those with the most downloads can win a prize!

QR codes are really handy for staff, like trainers and class instructors, to keep on them at all times – when they speak to customers they can tell them to scan the code and download the App.

7. Ask new members to download the App when they join

It is inevitable that your App is a part of your sales chat with new prospects, so what better time to get someone to download the App, than when a new joiner is signing their contract! An induction is also  a great time for the team member talking the new member through the benefits and explain how to use the App.

Want to know more?

Five tips to keep your members motivated during the winter months

As we approach the colder, winter months, weather conditions like rain, wind and snow may mean your members lose motivation or struggle to make it into your gym or leisure centre.

We’ve put together some top tips to help you encourage your members to keep on top of their exercise routines and motivate them to stay fit and healthy during this time of the year…

1. Keep on top of, or create a digital offering

When your member looks out the window at the grey, windy or wet weather, their first thought will be “I just want to stay indoors!”. What better way to encourage them to keep exercising than by offering at home workouts? This way, they can have the best of both worlds – staying indoors without feeling guilty about skipping a workout. 

Check out our @home platform features for some more inspiration here.

2. Create some healthy winter recipes

Winter warming recipes don’t have to be unhealthy. And we know good food and exercise go hand in hand, so why not share some healthy winter recipes with your members? They will get the feel good factor from cosy winter food, without any guilt. It’s important that your members stay on top of their health during this time of year – especially with Christmas fast approaching!

3. Shout about holiday season in your club

Christmas is the time of year for families to spend quality time together. This doesn’t have to be at home – why not encourage families to come into your centre and enjoy each other’s company during a swim, sauna or an indoor tennis match.

You may even want to set up some Christmas events for your members so they can socialise with friends or family whilst celebrating the holiday season. 

4. Share motivational, automated messages

Use marketing automation to keep communicating with your customers during the darker mornings and evenings. Motivational messages of support, or encouraging members to sign up to a class to let of some steam are great ways to keep in touch with members that might be less likely to use your facilities during this time of year.

Find out more about our Marketing Automation module here.

5. Utilise re-streams

With bad weather months fast approaching, it’s not just your members that might not be able to make it into the club. Your trainers that travel to work, may not be able to get in if, like most years, we have a few snowy weeks. You can keep your workout classes going, for members at home, by sharing re-streams as on-demand classes. Your members wont know any different and will be pleased that they can still workout whilst not being able to get into the club.

We can help with all of the above!

From our @home platform, to marketing automation, if you want to know more about how myFitApp can transform your gym and its digital offering, we are here to help.

GLL Better UK App passes 1 million downloads

Can you tell us a little bit about GLL?

GLL is the largest public-sector fitness provider in the UK, managing 280 leisure centres in partnership with more than 50 local councils and sporting bodies.

We host a huge range of facilities and activities and with more than 13,000 staff and 58 million visitors a year, GLL really makes a difference to fitness in the UK. We exist to make community services and spaces better for everyone and to improve the health and wellbeing of local communities.

What lead you to bring myFitApp onboard as your App partner?

Before working with myFitApp, we developed an app from scratch using a low-code/no-code platform. We wanted a unique solution specific to our requirements, but this solution did not provide us with the quality and maturity that was required for our brand. We wanted a solution that could keep up with the accelerating pace of innovation and changing technology trends, but this wasn’t possible with this platform.

We scanned the market for a partner that would be able to provide us with fast and continuous innovation with a solution that focusses on a great user experience for our members. We also needed a ‘toolbox approach’ allowing us to change anything in the app ourselves.

So, how did the switch to the new App go?

We had only four weeks left on the contract with our prior solution, so asked the Innovatise team if they could achieve the rollout in this time. They committed to it and dedicated key resources to getting our 280 sites onto a new Better UK App.

Our management board were sceptical it could be done, but Innovatise proved us wrong and successfully launched the new Better UK within the deadline. Thanks to their efforts and the flexibility & architecture of the myFitApp platform, our new App went live within three weeks, fully integrated with our Leisure Management System.

Your new App launched just before the pandemic hit, how did this affect GLL?

When the pandemic struck, we realised our new App could play a critical part in keeping members engaged and healthy when they couldn’t attend our centres in person.

With myFitApp we were able to add new functionality and content including nutrition and @home fitness workouts. The flexibility of the App meant we could do this ourselves, under our control and on our schedule.

How did the App perform during lockdown?

The App assumed a critical role in our ability to deliver services to members during the pandemic and beyond. It transformed how we interact with our customers.

With the built-in @home video platform, members were able to work out from home, via both on-demand workouts and livestreams from their favourite trainers. They could also easily stay up to date with the latest COVID-related club news. The App helped us keep our members engaged and healthy whilst they couldn’t come into physical GLL centres.

And, with the new digital world we now live in, what position did the App take post lockdown?

The uptake of the App continued to grow after lockdown and when gyms re-opened, GLL made all activities including swimming and gym sessions bookable. We also used the App to keep members informed on the changing COVID guidelines and entry requirements. Reaching over 1 million downloads is a testament to the usability and strength of the platform.

Congratulations on passing 1 million App downloads! How does this make you, and the GLL team, feel?

To get to 1 million downloads in the last 18 months is a terrific achievement, showing how valuable the App is. A core part of GLL’s services, App downloads are running at over 100,000 downloads per month as our customers get back into fitness post lockdown.

It’s great to know that our members love the App as much as we do. Moreover, myFitApp allows us to serve our members both inside and outside our facilities, adapting to the hybrid fitness world.

What is the most important thing with your App now?

Our App has transformed how we interact with our customers, allowing us to react quickly to changing circumstances. Before, we couldn’t change anything on our App – with the myFitApp platform we are in full control, and we can change everything ourselves.

The platform is easy to use and adaptable, meaning we can update navigation and content in real-time, ensure our App design is consistent with our branding and open to integrate anything at any time. 

Looking back, did you get what you wanted?

We got exactly what we wanted – an off the shelf, innovative solution paired with the flexibility that you could normally only achieve with your own inhouse development. Innovatise is more than a vendor, they are always there and care about our success.

Transform your gym today

If you want to know more about how myFitApp can transform your gym and its digital offering, we are here to help!

How to perfect your pricing strategy

Are you looking to, or have recently digitised your gym? You might be wondering where to start when it comes to pricing your new or upcoming offering?

Digitisation isn’t just about the technology, it’s about how your fitness business makes money. With this being said, your pricing strategy is extremely important – if you get it right, you have the potential to generate sustainable profits.

You might be asking yourself “is my pricing competitive?” or “how many members do I need to make a profit?”. We’ve put together some top tips to help you perfect your digital offering pricing strategy.

1. Member demographics

Who are your customers? And where are they coming from? Your customer demographics are important – appealing to the right ones will help them utilise their own membership as well as recommending your offering to others, too.

You should consider:

• Income level – what level of income do your members earn? 
• Disposable income –  what are your members spending money on? What other health, entertainment or fitness products and services are they paying for?
• Age – can you offer packages that cater to both young and old? You may want to consider family deals etc.

2. What is your competition’s price point?

Have a look at the market and what other gyms are offering. You should consider what makes you different from your competitor and keep this in mind when pricing your offering.

Your customers are going to know what is being offered by other, nearby gyms and you need to understand this too. They will have a clear idea on what they expect to pay, and what they want in return for their membership fee.

You can either offer a similar style of pricing – one that is familiar and easy for customers to compare, or offer something a bit more different and stand out, highlighting the unique features and benefits of your gym compared to competitors. 

3. Position yourself in the market

Positioning looks at your brand in comparison to your competitors. Are you a high-end gym with the best digital offering or a low-end gym with a smaller digital offering? Where you position yourself will help determine your price point.

4. Consider incentives

There are a few things you might want to consider at the initial stage of your pricing, to maximise sign ups and increase retention:

• Free trial – Some customers will want to try before they commit. At this point you can make a good impression and prove the worth of your digital offering.
• Lower introductory rate – You might want to offer a percentage off for the first couple of months, this convinces members to come on board and gives you the chance to make a good impression and ensure they stay signed up. 
• Discounts – Make the most of lead generation or family and friend discounts. Because who can recommend your club as convincingly as your own members?

5. Bundle pricing vs optional pricing

Decide the pricing strategy that suits both your offering and your members.

Bundle pricing is where a member pays one rate, whether that is weekly, monthly or annually and it is all inclusive of everyday services a member may require from your facility. This is a more traditional membership pricing approach, and one that some will argue is no longer fit for the digital world we find ourselves in post-pandemic.

Optional pricing is where you can offer a lower rate for the customer to have flexibility to select what is included in their membership. This is a good place to start for a hybrid fitness offering as members can scale their membership up or down depending on what they want. For example, some members may want a digital only membership whereas some may want to use both in-centre facilities and have a digital membership. You can then offer different prices according to what they are using. 

Need more information?

Want to find out more about how you can price your digital offering? We’re here to help!

7 ways to make your new digital offering a success

Whilst lockdown restrictions have been lifted across the UK, there is still a requirement to provide your members with a digital offering.

With uncertainties surrounding the spread of Covid-19, and as we enter the winter months, you need to be prepared for changes to how your gym is to operate, to be enforced at any time. The best way to future proof your business is with a hybrid fitness offering.

Things to consider for a hybrid fitness offering:

• A branded member App – gym, swim & class bookings. News and club updates. Marketing automation & push notifcations to keep your members informed.
• At home – on demand workouts. Livestreams, re-streams & third party content.
• Access control – an easier way for members to access your club and register attendance.
• Lead generation – using your own current members as a sales tool to generate new members.
• Monetisation – new revenue opportunities through digital memberships.

We understand the new digital world can be daunting, so we have provided you with some tips to help you make your gym, leisure centre or health club thrive with a digital offering. Take these steps when going hybrid…

1. Why?

Ask yourself why do you need to go digital? There may be certain problems you’re trying to solve, or member needs you are trying to meet.

We know the ‘why’ at this point in time is to ensure your business will succeed in a new, post-lockdown, digital world and to keep up with the ever-changing restrictions that have been in force and may continue to be faced in the future. Not only this, but the new hybrid fitness model gives you the opportunity to generate more revenue with a new, digital offering.

Your offering needs to be member-centric, so it’s important you understand your customers needs and wants to help you prioritise the solutions to offer.

2. Choose your digital partner

Your partner should reflect not only your brand but also your business model. Any technology you implement needs to compliment your future plan and goals.

Make sure the tech does everything you need, from livestreams and re-streams to marketing and commerce, there’s a lot out there to get your head around. Use your answers to ‘why you need a digital offering’ to guide your decisions.

You also need to ensure you trust your provider to be there to give you the support and guidance you need to make your digital offering a success. Our Customer Success Team will be happy to support you before, during and after you have gone live.

3. Consider your pricing strategy

It’s important to get the price tag for your digital offering correct, take some time to consider this – talk to your partner for advice and guidance if this is something that is new to you.

Things to consider:

• Are you looking to make a profit?
• Do you want to enhance the current customer experience or bring on new members, or both?
• Will you have a ‘digital only’ membership offering?

Need further support with this? Read our pricing strategy blog here.

4. Communicate

Spread the word about your new offering. You need to be considering the communication for both current members and potential new customers. Whatever digital solutions you decide to implement, you need to get creative and excite your audience! Ask your digital provider for marketing ideas and support if you require it -they’re the experts after all.

Things to consider:

• Social media campaigns
• In-centre campaigns
• Launch day promo
• Competitions to get members and prospects engaged

5. Plan your launch

It’s really important to get your launch right. Make some noise about launch day to build up the excitement amongst staff and members. Make sure your team are prepared for questions from customers, and confident in talking about your new offering. Give them a brief in advance and make sure they are trained adequately – remember your staff members can be your biggest brand advocates.

You could even run induction sessions, either virtually or in-centre, to share your exciting new offering with members and potential customers.

6. Keep the momentum going

Make sure you have a content plan in place to make sure you are talking about your new digital offering frequently, across all channels. It’s important to keep the momentum going to really maximise the potential of your new digital offering.

7. Monitor success

The joy of a digital solution is the data that comes with it! It’s important to report on and track the progress of your new solutions. This will allow you to see what’s working and what may need a little more love to get it off the ground.

You should work with your digital partner to optimise your offering. Testing and learning is all part of the process with a new digital solution – so look at what is working and do more of it! 

What are you waiting for?

If you want to know more about how myFitApp can transform your gym and its digital offering, we are here to help!

How Generation Z are changing your gym

The ‘digital natives’

Generation Z, born between 1997 and 2010, are the age group becoming more and more dominant in your gym. Certain characteristics are attributed to each generation and Generation Z are known as the generation of ‘digital natives’. They were born into a society with the Internet, cell phones, and modern technology, and of course grew up with it.

They don’t know a world without digital media and for them, the transition between virtual and reality is fluid. They mainly shop online, stay in touch via apps and social media and their smartphone is an essential everyday item.

Your future customer wants a hybrid offering

Statistics show that Gen Z first seek information about places online rather than through face-to-face contact and 70% of them already use apps or other digital offers to track their health.

Since this generation is your current and future customer, you should turn to a hybrid fitness offer to keep them engaged . Hybrid means both in gym and online at the same time. This not only includes hybrid classes, i.e. workouts that you broadcast live to members at home during a class in the studio, it also means creating a smooth experience between on-site in your gym and at home on the sofa.

Strengthen brand loyalty

You don’t need to worry that your on-site studio will soon be obsolete. Although Generation Z has a little difficulty with brand loyalty, as they are aware of the variety of offers offered by the Internet, they will continue to come to your gym if you adapt to their needs through appealing online offerings. 

Therefore, the main thing is to strengthen their trust and bond with your fitness club. With an online offering, they will see the added value and remain loyal.

Digital customer loyalty – how to implement it

Our hybrid business platform helps you to keep this generation onboard as members. We help you design and create your unique branded App, thus creating a digital gym. This allows you to offer hybrid workouts, contact your members at any time and provide them with the latest information.

They can also use your App to view the range of classes, find out more and make bookings. Even more important, your members can refer friends digitally in return for a reward, something they’re extremely used to. 

Above all, our platform offers new sales opportunities for your gym. With in-App purchase, you can also reach non-members who want to test your digital offering. These may stick with the digital membership for the time being but could also come to appreciate your physical centre further down the line.

Questions?

If you want to know more about how myFitApp can transform your gym, we are here to help!

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