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Sponsored: Technogym: It's streaming your way

Technogym’s Live and On-Demand solution is transformational for its clients

Published in Health Club Management 2021 issue 2
Increase the training options available to your customers:
Increase the training options available to your customers:

Mywellness Live and On-Demand offers all health and fitness operators the flexibility to add value to existing customers and connect with their community anywhere, anytime.

The aim is to provide unparalleled training experiences and create a sustainable pathway for customers to engage, as a key benefit.

Here we reveal case studies from three operators who have adopted the solution during the lockdowns and examine how Live and On-Demand has supported their businesses.

About Live classes
Engage your community by connecting your customers and instructors through live classes and create a social environment before and after classes, to build loyalty and community. Deliver consistent class experiences in the facility and on the go.

About On-Demand classes
Provide your community with variety and flexibility: they can perform their favourite classes, with instructors they already know – anywhere. It’s seamless: just drag and drop the videos created by your instructors and make them available in the Mywellness app.

The Technogym Training Library
Increase the training options available to your customers: in addition to your own classes, you have a library of ready-to-use, high-quality virtual classes at your fingertips.

Created by Technogym and its partners, there is content for the entire family, from Pilates to yoga, cardio to dance-based workouts and so much more.

To discover more visit: technogym.com/hcm2

Top tips for adopting live and on-demand
Target

Think about your target markets and audience profile to ensure all content and communication matches their needs

Variety

Provide lots of choices and offerings to keep the interest high and attraction ongoing

Marketing

Devise a communication plan to include social media and email comms to promote and engage members

Promotion

Provide teaser sessions to customers to increase engagement, interest and up-take when charging a fee

Monetise your class experiences

• Introduce new membership options

• Add value to existing ones

• Promote to new prospects and communities directly from the Mywellness app

• Use the app to sell the experiences that can be enjoyed at your facility and also on the go with Technogym’s Live and On-Demand streaming

CASE STUDY 1: Stevenage Leisure
LAUNCHING ACROSS 19 FACILITIES

“March 2020 was the month everything changed,” says Paula Sinfield, corporate fitness manager at SLL.

“After the first lockdown, we realised we needed to develop our offering, so my task was to look for a platform that could support and engage members.

“Mywellness was the perfect choice, as it works seamlessly with our equipment. It runs our entire member journey, delivering effortless, effective communication with members – it ticks all the boxes.

“With the launch of Mywellness Live and On-Demand, it was exciting to have a solution that represents a quick and compelling way to get our members back engaged with us. The On-Demand content is fantastic and being readily available, we can connect with members across all our 19 sites.

"It’s exciting to have a quick and compelling way to get our members back and engaged with us" –  Paula Sinfield, Stevenage Leisure Ltd

“We’re developing a Live offering; our members are enjoying this personalised content, which strengthens our brand by bringing people together virtually.

“We’ve built a strong relationship with the Technogym team in developing the member journey and been given training and marketing tools to use – we feel we have their full support.”

CASE STUDY 2: PLM Health and Fitness
ADOPTING A HYBRID MODEL

PLM is a 24/7 health club and introduced a hybrid gym model by offering a digital online membership which started during the lockdown. The company will continue with the option when the facility reopens.

“Technogym Live and On-Demand has allowed us to create an online membership which has been invaluable through the lockdown,” says owner, Phil Moss. “The solution is fantastic with excellent content, flexibility to add our workouts and best of all was quick to deploy.”

A new online membership is priced at £5.99 and is payable through the Mywellness app. Online membership includes over 100+ Technogym On-Demand Workouts, as well as live classes created by PLM’s in-house team.

“We’ve created a fantastic range of marketing and promotional assets around Mywellness,” says Moss. “This, along with Live and On-Demand marketing materials, is demonstrating how we support our members.

“The feedback has been fantastic, with members keeping motivated to exercise and recommending the app to friends to help maintain fitness goals”.

PLM Health and Fitness has used Technogym Live and On-Demand to engage members
CASE STUDY 3: Newcastle University
LAUNCHING A DIGITAL OFFERING

In 2020, Newcastle University saw the necessity to pivot to digital to keep its student population active as the pandemic changed the landscape for physical activity.

“Before lockdown, we had nothing in the way of digital, everything we offered was in-person training experiences centred around the gym,” says Denis Murphy, participation and events manager at Newcastle University.

“We’d always planned to incorporate a digital journey in the future and these plans were accelerated by launching a digital platform, offering an enhanced service to our students, with a channel to interact and exercise.

“As the landscape of fitness has changed in the past 12 months, we’ve learned that fitness demands more of a hybrid model. In the past, we thought by providing an on-demand service, we would be devaluing our gym membership, as students would no longer need to come to the gym. We’ve since realised this really isn’t the case, and what people want now is a combination of experiences.

"We’ve seen fantastic engagement, with 20% of our members downloading and using the Mywellness App. These figures are incredibly positive, as they reflects the percentage of members who attended our classes pre-lockdown" – Denis Murphy, Newcastle University

“The strategy and launch of Technogym Live and On-Demand have worked for us and we’ve seen fantastic engagement. Since we launched to members just before lockdown 2.0, we’ve already seen 20 per cent of our existing member base actively download and start using the Mywellness App. These figures are incredibly positive, as this reflects the percentage of members who attended our classes pre-lockdown.”

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