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
Everyone Active
featured job

Swimming Teachers

Everyone Active
Salary: Competitive hourly rate
Job location: Nationwide

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Dunstable, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Blaby, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Bordon, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Slough, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Ealing, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Chichester, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Stowmarket, United Kingdom

Assistant General Manager

The Gym Group
Salary: Competitive salary plus benefits
Location: Blackpool, UK

General Manager

The Gym Group
Salary: Competitive salary plus benefits
Location: Greater Manchester, UK
recruiting with sports management

Gymnastics Coach

Wiltshire Council
Salary: £13.84 - £15.00 per hour (inclusive of 10% market supplement)
Location: Tisbury, Salisbury, UK

Receptionists

Wiltshire Council
Salary: £20,269 - £21,088 pro rata (incl. of 10% unsocial hours plussage)
Location: Calne, UK

Gymnastics Assistant

Wiltshire Council
Salary: £10.54 - £11.19 per hour
Location: Salisbury, UK

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Ealing, United Kingdom

Healthy Me Sports Coach

Wiltshire Council
Salary: £13.86 - £15.00 per hour (inclusive of 10% market supplement)
Location: Wiltshire, UK

Group Cycling Instructors

Everyone Active
Salary: Competitive
Location: Maida Vale, London, UK

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Cotswold, United Kingdom
recruiting with sports management

Senior Recreation Assistant (Lifeguard)

GLL
Salary: Up to £23,894 per annum
Location: Lower Clapton, London, UK

Recreation Assistant (Lifeguard)

GLL
Salary: Up to £22,008 per annum
Location: Tadworth, Surrey, UK

Catering Assistant

Legacy Leisure
Salary: Competitive
Location: Nailsea, UK

Smoking Cessation Lead

Thrive Tribe Ltd
Salary: £29,000 - £31,000
Location: Lincoln, UK

Health Development Officer (Exercise on Referral)

Eastleigh Borough Council
Salary: £30,435 pro rata
Location: Eastleigh, UK

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Ashfield, United Kingdom

Catering Assistant

Legacy Leisure
Salary:
Location: Nailsea, UK
training with sports management

Senior Recreation Assistant (Lifeguard)

GLL
Salary: Up to £23,894 per annum
Location: Tadworth, Surrey, UK

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Sutton, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Stroud, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Poole, United Kingdom

Senior Recreation Assistant (Lifeguard)

GLL
Salary: Up to £19,775 per annum
Location: Cambridge, Cambridgeshire, UK

Duty Manager

Legacy Leisure
Salary: Competitive
Location: Backwell, Bristol, UK

Duty Manager

Legacy Leisure
Salary: £18,250 to £19,000 per annum
Location: Bicester, UK
lifeguard jobs  personal trainer jobs  swimming teacher jobs  recreation assistant jobs  Gymnastics Coach jobs  apprenticeships jobs  duty manager jobs  Swimming instructor jobs  general manager jobs  Regional Sales Manager jobs  assistant manager jobs  Swim Teacher jobs  assistant general manager jobs  fitness instructor jobs  Customer Services Advisor jobs 
More jobs

Catalogue Gallery

BSW: BSW is a manufacturer of sports floorings, sports mats, gym flooring, elastomer products for impact sound insulation and vibration isolation, anti-slip mats for securing loads as well as protective and separating layers.
BSW
More catalogues

Video Gallery

TVS Sports Surfaces
Established in 2009 as a specialist supplier of noise and vibration solutions, The TVS Group has successfully evolved into four key strategic divisions; TVS Sports Surfaces, TVS Gym Flooring, TVS Play Surfaces and TVS Acoustics.
Visit website
More videos

Company profile

Company profile: EZ-Runner Systems Ltd
With over 600 clients worldwide in Spa, Golf, Health Club, Hotel and Kids Play Leisure, we have a proven track record endorsed by a diverse range of industry leaders.
View full profile >
More company profiles

Featured Supplier

Solent University’s brand new Sports Centre receives high performance flooring and functional rig solutions from EXF
Leading bespoke fitness equipment manufacturer, EXF Fitness has recently completed an installation project at Solent University in Southampton.
View full details >
More featured suppliers

Diary dates

23-25 Jul 2019
Melbourne Convention and Exhibition Centre, Melbourne, Australia
05-06 Sep 2019
TagusPark, Oeiras, Portugal
21-22 Sep 2019
Locations worldwide,
23-26 Sep 2019
JW Marriott Turnberry Resort & Spa, Miami, United States
More diary dates