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
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.

[email protected] or 01904 529560.

Sign up for FREE ezines
Sports jobs
Edinburgh Leisure
featured job

Water Quality Engineer

Edinburgh Leisure
Salary: £33,513 - £37,236pa
Job location: Edinburgh, UK

Active Communities Coach

Everyone Active
Salary: £10.00 - £15.00 per hour
Location: Rickmansworth, UK

Aquafit Instructor

Wiltshire Council
Salary: £13.18 0 £14.26 per hour + 10% market supplement
Location: Melksham, UK

Operations Assistant (NPLQ required)

Everyone Active
Salary: Competitive
Location: Staines-upon-Thames, UK

Leisure Assistant/Lifeguard

Stevenage Leisure Limited
Salary:
Location: Flitwick, Bedford, UK

Duty Manager

Wiltshire Council
Salary: £23,023 - £24,920 pro rata
Location: Marlborough, UK

Swimming Teachers

Wiltshire Council
Salary: £14.45 - £15.69 per hour
Location: Wiltshire, UK

Duty Manager

Leisure Focus
Salary: £22,000 - £27,000pa + pension + benefits
Location: Berkshire, UK

Duty Manager

Stevenage Leisure Limited
Salary:
Location: Arlesey Road, Stotfold, Hitchin, UK

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Staines-upon-Thames, UK
recruiting with sports management

Duty/Operations Manager

Everyone Active
Salary: Competitive salary
Location: Stowmarket

Operations Manager

RockReef Ltd
Salary: Competitive DOE
Location: Bournemouth, UK

General Manager

énergie group
Salary: £27,000 - £30,000pa OTE £30k-£33k
Location: Bow, London, UK

Swimming Teacher

Everyone Active
Salary: Competitive hourly rate
Location: Middlesbrough

Lifeguards: full-time and part-time

Wiltshire Council
Salary: £19,264 - £20,043 pro rata
Location: Melksham, UK

Fitness Consultants: full-time and part-time

Wiltshire Council
Salary: £20,043 - £20,852 pro rata
Location: Melksham, UK

Swimming Teachers

Wiltshire Council
Salary: £13.18 0 £14.26 per hour + 10% market supplement
Location: Melksham, UK
recruiting with sports management

Duty Manager

Wiltshire Council
Salary: £23,023 - £24,920 pro rata
Location: Melksham, UK

Sports Centre Manager

Dauntsey's School
Salary:
Location: Devizes, UK

Duty Manager

Everyone Active
Salary: Full time position - Competitive Salary
Location: Slough Station, Slough, UK

Operations Assistant (Lifeguard)

Everyone Active
Salary: Competitive salary
Location: Slough, UK

Team Leader

Everyone Active
Salary: Competitive salary, excellent benefits
Location: Slough, UK

Swimming Teacher

Everyone Active
Salary: Competitive hourly rate
Location: Slough, UK

Swimming Teacher

Everyone Active
Salary: Competitive hourly rate
Location: Hucknall, Nottingham, UK
training with sports management

Duty Manager (Dry)

Everyone Active
Salary: Competitive salary
Location: Wallington, UK

Lifeguards

Wiltshire Council
Salary: £19,264 - £20,043 pro rata
Location: Wiltshire, UK

Operations Manager

Highgate School
Salary: £28,000pa
Location: Highgate, London, UK

Kingston Wheels for All Co-ordinator

Wheels for All
Salary: £20,020 FTE - £8,080pa for 14 hrs per week
Location: Kingston upon Thames, UK

Sports Development Officer

New Collaborative Learning
Salary: £24,100 - £26,264 FTE
Location: Pontefract, UK

Facilities and Sustainability Manager

Halo Leisure
Salary: £49,298.88pa + pension+ benefits
Location: Leominster, UK

Director of Sport

Aston University
Salary: Competitive Salary
Location: Aston, Birmingham, UK
Swimming Teacher jobs  Team Leader jobs  personal trainer jobs  duty manager jobs  School Cycling Instructor jobs 
More jobs

Catalogue Gallery

Video Gallery

Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
A short time-lapse video showing our installation of the Robbins MVP timber flooring system, completed in Sept 2021 at The University of Kent Sport Centre in Canterbury
Visit website
More videos

Company profile

Company profile: Serco Leisure
Serco Leisure Operating Limited is one of the UK’s leading national operators of leisure centres, destination venues and elite sporting facilities.
View full profile >
More company profiles

Featured Supplier

How can sports facilities combat ever-increasing energy prices?
Gas and electricity prices have increased substantially over the last five months, and, unlike households, businesses aren't protected by a price cap.
View full details >
More featured suppliers

Property & Tenders

Location: Pendine Sands, Carmarthenshire
Company: Carmarthenshire County Council
Location: Runcorn
Company: Halton Borough Council
Location: City Centre Location - North of England
Company: Walker Singleton
Location: Bilborough, Nottingham
Company: Bilborough College
More properties & tenders

Diary dates

15-16 Jun 2022
ExCeL London, London, United Kingdom
30-30 Jun 2022
The ICC, Birmingham, Birmingham , United Kingdom
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
25-28 Oct 2022
Messe Stuttgart, Germany
More diary dates