Job search
Job Search
Latest news
More news: (showing 1 - 20 of 12971)           
UK only International
Opinion
promotion

Collaboration vs aggregation - what’s the difference?

By Alister Rollins    25 Jun 2019
MoveGB drives loyalty and retention
As an industry, we still underestimate the power of a truly varied fitness regime - and the growing appetite for it, especially among emerging customer segments.
– Alister Rollins, CEO of MoveGB

As an industry, we still underestimate the power of a truly varied fitness regime. We also probably still underestimate the growing appetite for it, especially among emerging customer segments.

True variety doesn’t just make the fitness regime more effective, it makes the customer more active for longer.

To get customers active in the first place, building a routine with them or enabling them to build one themselves, is critical. We all recognise and value this insight.

However, at Move we passionately believe equal focus should be given to enabling real variety of activity within that routine.

Exercise scientists at the University of Florida observed individuals who modified their workouts every two weeks over an eight-week period. Those individuals enjoyed their workouts more and were more inclined to stick with their exercise programs when compared to individuals who followed the same workout regimens week after week.

Move partners see exactly the same pattern, only in our context we see it created by a variety of class or activity attendance. And if anything, the effect is even bigger.

I recognise that Move is sometimes mentioned in the same breath as aggregators. And, no, I don’t think aggregation per se is inherently problematic, especially if focused on one-off passes for lead generation. It can drive higher penetration across the market as a whole.

The existence of aggregators in adjacent categories only serves to shape customer expectations, behaviours and habits across all industries including our own. To stick our heads in the sand on this front is just self-defeating, especially with regard to younger audiences.

But while pure aggregation might deliver choice and potential value for the customer, it only engenders promiscuity. It does not engender loyalty. And this is where Move is different.

A recent study comparing single-venue users (ie non-MoveGB) with multi-venue users (ie MoveGB members) showed that the multi-venue customers stay 7.5 months longer on average.

So, clearly, there is a different dynamic at work, and collaboration is central to it.

Activity variety keeps customers physically challenged but, crucially, more mentally stimulated too. Add in the social benefits of group exercise and you have a perfect recipe to keep customers coming back *and* make them more active.

By enabling collaboration between our partners, we’re unlocking this possibility.

In that previous study I mentioned, this then translates into 7.5 months of real extra value to share with our partners.

The key is to deliver value for both customer - through the right pricing where variety and convenience is valued more, and for operator through tapping into this demand and unlocking higher retention rates, new customer segments and increased lifetime value.

Do both, and the whole market grows.

And that’s what we call the Move effect.

MoveGB  loyalty  retention 
Sign up for FREE ezines & magazines
Related news
Related features
Sports jobs
Everyone Active
featured job

Swimming Teachers

Everyone Active
Salary: Competitive hourly rate
Job location: Nationwide

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Ashfield, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Stroud, United Kingdom

Duty Manager

Lex Leisure
Salary:
Location: Thetford, UK

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Poole, United Kingdom

Head Attendant

Flintshire County Council
Salary: From £17,594 to £19,048 per annum
Location: Flint, UK

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Chichester, United Kingdom

Catering Supervisor

GLL
Salary: Up To £19,775 PA
Location: York, UK

Cleaner

Everyone Active
Salary: Competitive rate of pay
Location: Scarborough, UK

Gymnastics Coach

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

Duty Manager

GLL
Salary: Up to £22,930 PA
Location: Henley-on-Thames, UK

Duty Manager

GLL
Salary: Up To £25,655 PA
Location: Streatham, London, UK

Duty Managers

GLL
Salary: Competitive
Location: Manchester, UK

Recreation Assistant

GLL
Salary: Up to £8.21 per hour
Location: Bodmin, Cornwall, UK

Assistant Manager

GLL
Salary: Up To £34,966 PA
Location: Morden, UK

Recreation Assistant

GLL
Salary: Up to £16,696 per annum
Location: Truro, Cornwall, UK

Customer Services Advisor

Circadian Leisure Trust
Salary: £8.21 - £8.70
Location: Bradley Stoke, Bristol, UK
recruiting with sports management

Duty Manager

Lex Leisure
Salary: Competitive
Location: Erith, UK

Leisure Assistant

Circadian Leisure Trust
Salary: £8.21 - £8.70
Location: Bradley Stoke, Bristol, UK

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Cotswold, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Ealing, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Stowmarket, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Ealing, United Kingdom

Leisure Assistant

Circadian Leisure Trust
Salary: 8.21 - £8.70
Location: Bradley Stoke, Bristol, UK
training with sports management

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Yateley, United Kingdom

Swimming Teacher

GLL
Salary: Up to £14.34 per hour
Location: Winscombe, Somerset, UK

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Ashfield, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Bournemouth, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Fareham, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Bristol, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Bristol, United Kingdom
lifeguard jobs  swimming teacher jobs  recreation assistant jobs  apprenticeships jobs  personal trainer jobs  Gymnastics Coach jobs  duty manager jobs  assistant manager jobs  general manager jobs  assistant general manager jobs  Catering Assistant jobs  Customer Services Advisor jobs 
More jobs

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: Pavigym
PAVIGYM is the premier innovator of flooring and interactive solutions for the global fitness industry.
View full profile >
More company profiles

Featured Supplier

Join FitNation - the new fitness congress about innovation
FitNation, the new premier event about innovation in the fitness industry, will kick-off in Amsterdam on 4 October.
View full details >
More featured suppliers

Diary dates

21-22 Sep 2019
Locations worldwide,
23-26 Sep 2019
JW Marriott Turnberry Resort & Spa, Miami, United States
25 Sep 2019
Coca-Cola Arena, Dubai, United Arab Emirates
15 Oct 2019
Loughborough University, Loughborough, United Kingdom
More diary dates