Job search
Job Search

Cyclopark : Cyclopark partners with Legend Leisure Service to redesign its website and improve online experience

Kent-based operator of world-class cycling facilities teams up with Legend Leisure Services to transform its online customer journey, resulting in a dramatic increase in visitors, page visits and online bookings since July 2016

Published in Sports Management Nov Dec 2016 issue 128
Read on turning pages | Download PDF of this issue
Cyclopark operates cycling facilities and fitness services / maxpro / shutterstock
Cyclopark operates cycling facilities and fitness services/ maxpro / shutterstock

In early 2016, recognising the increasing popularity of cycling as a great British sport and wanting to capitalise on the busiest period in its calendar year – a summer holiday which coincided with the 2016 Olympic Games – Cyclopark decided to undertake some work to revitalise its online customer journey.

Cyclopark offers a diverse range of cycling tracks and cycling-based fitness programmes, from a world-class BMX track, road track and mountain bike trails, to a skate park, cycling, and other fitness classes.

However, its website at the time poorly demonstrated the extent of the offering. Customers had difficulty finding information and booking activities online. In addition, Cyclopark wanted to increase return visitors and transform repeat visitors into long-term members through more defined customer marketing.

The Challenge
Lenette Howard, marketing manager, Cyclopark, comments: “As our main customer facing presence, we knew that our website could work far more effectively for us. We wanted to be able to give visitors a true feel for the depth and breadth of our offering, and make the online customer journey slick and easy – from finding information, asking for help, to booking and making payments online. In addition, we wanted to have a single system that brought everything customer-focused under one umbrella.”

As an existing user of Legend Club Management Systems, the move to Legend as its website developer was a logical one. “Legend has great industry knowledge,” Howard says. “They understand how our customers behave and know what they need from a website. Plus they offered us the ability to fully integrate bookings, membership and our website for a seamless customer experience.”

The Solution
The first phase of the project was to identify key objectives and model the various customer journeys. Legend developed a fully device-responsive website optimised to include best practice guidelines. These included live timetables and membership options; a chat function for those visitors seeking additional, immediate support; the option to subscribe to a newsletter that integrated with Cyclopark’s Mailchimp marketing automation tool; and a fully bookable online system.

In addition, employing data driven strategies using the wealth of customer relationship management (CRM) data, online sources and behavioural insights, Legend implemented a range of customer journeys, aimed at increasing customer retention and cross- and up-sell opportunities.

Different communication channels such as email and text messaging were also considered to boost engagement. Not only are the journeys automated as much as possible, saving time, but they can also be adapted to respond to customer engagement.

Capturing prospect data from the website also allows opportunities for retargeting customers with abandoned baskets to ensure that no customer goes unnoticed.

“Legend’s engagement has been second to none,” Howard says. “The solution they have developed looks and feels fresh. The website offers everything we – and more importantly our customers – wanted, and we are now making the best use of the data we have for everyone’s benefit. Moreover, with timescales to get the new website live looming, we trusted that Legend had our best interests at heart – and the support they have offered us throughout this project has proven that to be the case.”

Conclusion
Cyclopark’s new website and customer journeys went live in July 2016. Since then, website traffic has increased substantially. Users are up 28% compared to the same time last year, sessions are up 33% and page views are up 57%. Online bookings have increased by 40%, demonstrating that customers can now much more easily view live activity timetables and book online.

“Although it’s too early to measure the impact on customer retention and average usage, automated data driven customer journeys, using email, text and the website, all support our overall customer strategies - improving service, improving retention and increasing usage. And it’s largely due to Legend that we have been able to achieve this,” Howard concludes.

Ingrid Hay, director for Legend Leisure Services, adds: “In order to truly engage prospects and customers, a website needs to tell a story from first view. Moreover, customer journeys need to be seamlessly woven together so that each touchpoint and message is relevant and consistent. We are very pleased to have been able to work in such close collaboration with Cyclopark to deliver these solutions, and are delighted with the business benefits already being achieved.”

If you would like to learn more about Legend and how these ideas could work for your health club or leisure centre, contact us for a chat.

Ingrid.Hay@legendware.co.uk or 01904 529560.

Sign up for FREE ezines & magazines
Sports jobs
Swimming Nature
featured job

Swimming Instructors

Swimming Nature
Salary: Competitive
Job location: Various, United Kingdom
The Gym Group
featured job

General Manager

The Gym Group
Salary: Highly competitive salary + c20% bonus + optional PT income
Job location: Nationwide, United Kingdom

Swimming Teacher

Wiltshire Council
Salary: £11.74 - £12.94 per hour (plus 10% market supplement)
Location: Tidworth, United Kingdom

Swimming Instructors

Swimming Nature
Salary: Up to £21 per hour
Location: London, United Kingdom

Swimming Instructors

Swimming Nature
Salary: Up to £18 per hour
Location: Hampshire, United Kingdom

Team leaders (Wet)

Everyone Active
Salary: Competitive salary, excellent benefits
Location: Staines-upon-Thames, United Kingdom

Lifeguards

Everyone Active
Salary: Competitive salary
Location: Staines-upon-Thames, United Kingdom

Duty Manager (Wet)

Everyone Active
Salary: Competitive salary
Location: Staines-upon-Thames, United Kingdom

Duty Manager

Parkwood Leisure
Salary: £18,000 - £20,000
Location: Bexleyheath, United Kingdom

Centre Assistants

Vibrant Partnerships
Salary: Competitive hourly rates of pay
Location: Stratford, London, United Kingdom

Food and Beverage Assistant

Legacy Leisure
Salary: Competitive
Location: Windsor, United Kingdom
recruiting with sports management

Leisure Assistant (Lifeguard)

GLL
Salary: Up to £9.30 per hour
Location: Horley, Surrey

Recreation Assistant (Lifeguard)

GLL
Salary: Up to £17,133 per annum
Location: Cambridge, United Kingdom

Multi-Skilled Sport & Recreation Apprentice

GLL
Salary: Up to £17,133 per annum
Location: Reading, Berkshire

Recreation Assistant Apprentice

GLL
Salary: Up to £18,782 per annum (39 hours a weeks pro rata)
Location: Swiss Cottage, North West London

Recreation Assistant (Lifeguard)

Legacy Leisure
Salary: £4.20 - £7.50 per hour
Location: Exeter, United Kingdom

Duty Manager

Coventry Sports Foundation
Salary: £9.00 per hour
Location: Coventry, United Kingdom

Active Sports Officer

The Royal Parks
Salary: £20,580 - £23,860
Location: London, United Kingdom
recruiting with sports management

Duty Manager

Jump Arena
Salary: Competitive
Location: Luton, United Kingdom

Table Tennis Head Coaches

Greenhouse Sports
Salary: c£25,000 pa (depending on qualifications, skills and experience)
Location: Southwark, United Kingdom

Accommodation and Golf Manager

Vibrant Partnerships
Salary: £39-43k per annum plus excellent benefits
Location: Enfield, United Kingdom

SwimStars Development Manager

Becky Adlington's Swim Stars
Salary: Up to 25-28.5K and PRP dependent on experience
Location: Manchester, United Kingdom

SwimStars Impact Manager

Becky Adlington's Swim Stars
Salary: Up to 25-28.5K and PRP dependent on experience
Location: Manchester, United Kingdom

Become a Gym Instructor

Focus Training
Salary: -
Location: Nationwide, United Kingdom

Become an Exercise to Music Instructor

Focus Training
Salary: -
Location: Nationwide, United Kingdom
training with sports management

GP Exercise Referral

Focus Training
Salary: -
Location: Nationwide, United Kingdom

Recreation Assistant (Lifeguard) Apprentice

GLL
Salary: Up to £18,782 per annum (40 hours a week pro rata)
Location: Mitcham, South West London

Recreation Assistant (Lifeguard) Apprentice

GLL
Salary: Up to £18,782 per annum (40 hours a week pro rata)
Location: Redhill, Surrey

Recreation / Leisure (Lifeguard) Apprentice

GLL
Salary: Up to £18,782 per annum (40 hours a week pro rata)
Location: Lower Clapton, East London

Climbing Wall Instructor Level 2

Wiltshire Council
Salary: £11.74 - £12.94 per hour (plus 10% market supplement)
Location: Corsham, United Kingdom

Sports Operations Assistant

University of Warwick
Salary: £16,983 to £20,989 pa
Location: Coventry, United Kingdom

Membership Officer

University of Warwick
Salary: £21,585 to £24,983 pa
Location: Coventry, United Kingdom
apprenticeships jobs  lifeguard jobs  Swimming Teacher jobs  Swimming instructor jobs  personal trainer jobs  Swim instructor - Level 2 Qualified jobs  duty manager jobs  recreation assistant jobs  Aquatics, Fitness and Venue manager x 3 jobs  membership consultant jobs  general manager jobs  Team Leaders jobs 
More jobs

Company profile

Company profile: FieldTurf Tarkett
FieldTurf is a world leader in artificial turf innovation with more than 7,000 sports field customers across the globe. The inventor of the 3G artificial turf systems is part of Tarkett Sports, the sports division of the Tarkett Group.
View full profile >
More company profiles

Featured Supplier

Running down running costs: how to put your portfolio on a low-energy diet
Running down running costs: how to put your portfolio on a low-energy diet
View full details >
More featured suppliers

Property & Tenders

Location: Cambridgeshire
Company: East Cambridgeshire District Council
Location: Rosliston, South Derbyshire
Company: South Derbyshire District Council
More properties & tenders

Diary dates

23 Sep 2017
Bucks New University, High Wycombe, United Kingdom
26 Sep 2017
Le Meridien, Piccadilly, London , United Kingdom
26-28 Sep 2017
Makuhari Event Hall, Chiba, Japan
07-07 Oct 2017
Pitsea Mount Community Hall, Basildon, United Kingdom
More diary dates