Steve Scales / photo: Gladstone
Our member management solutions have been GDPR-compliant since the introduction of the regulation in 2016.
It puts the member in control of their communication preferences and gives them the option to give explicit consent, so the operator can continue to communicate with them after their membership has ended.
Even with things such as lifetime membership contracts, operators must obtain explicit consent from members to continue communicating with them after their membership has ended.
A lifetime membership contract could potentially include a clause that explicitly states that the health club operator will continue to communicate with the member for marketing purposes, even after their membership has ended, however, this clause must comply with GDPR regulations and the member must have the right to easily opt-out.
Operators typically have a range of strategies in place to manage their sleepers. It’s up to the operator to determine their individual approach. Common practices include sending reminder emails and offering incentives to return.
Our system captures a variety of data-points to enable operators to determine behaviour- and usage-patterns. This can then be used to tailor marketing and retention efforts for these members.
We work with operators to identify targeted activities, as these can have a significant impact on membership retention rates and revenue.
Gladstone Software offers a number of functionalities to enable health club operators to keep in touch with members effectively and creatively.
For example, the Member Engagement Portal allows members to view their membership details, book classes, make payments and interact with the club, while automated emails and SMS messages enable operators to create and send automated communications to members that are triggered by specific events.
Reporting and analytics enable operators to track member engagement and behaviour, while also identifying trends and opportunities to improve member retention and satisfaction.
Where has this worked well?
We supported South Dublin County Council in reimagining how to use data for its leisure centres, so the organisation could make more informed decisions that enhanced the customer journey and improved their operations.
A big part of this was transforming the reporting function, because the team found the collation of information challenging, repetitive and time-consuming, so it was done on an ad hoc basis and was offering very limited insight into operations.
Through our reporting and analytics suite, we helped the team create insightful reports by way of powerful visuals, to better harness untapped leisure data, and to better get to know their members.
• www.gladstonesoftware.com
A lifetime membership contract
could include a clause that
states that the operator will
continue to communicate with
the member, even after their
membership has ended