In September 2016, Pure Fitness introduced virtual fitness classes to Hong Kong, and then later to Singapore in January 2017, through a partnership with Fitness On Demand.
Here, Meech Aspden, the director of group fitness at Pure Fitness, discusses the benefits the partnership with Fitness On Demand has offered the business, including retention, member engagement and more.
CS: What prompted you to invest in virtual group fitness through Fitness On Demand?
MA: Fitness On Demand is responsive with their customer service and the flexibility of the system allowed us to implement virtual fitness in a way that best suits the Pure Fitness environment.
CS: What are the benefits to your business as a result of this investment?
MA: The benefits are three-fold:
- Increased studio utilization during studio downtime.
- Ability to test out new program formats and new timeslots.
- Provides comparative data against live classes.
CS: What are the benefits to your members as a result of this partnership?
MA: Benefits to membership include:
- Greater flexibility to members for when they would like to workout, especially if they have not been able to attend a live class.
- Members can try different program formats at their pace and at their level of intensity.
- Members can play their favorite workout when it suits them and as often as they like.
CS: Have you been pleasantly surprised by working with Fitness On Demand in any way?
MA: Fitness On Demand has a relatively flat hierarchy and so far they have been agile and flexible, which has resulted in decisions being made quickly.
CS: How are you leveraging Fitness On Demand in your facility to engage more members?
MA: Pure Fitness now includes offering of virtual fitness in the sales and marketing collaterals to potential new members. Other ways we leverage Fitness On Demand include:
- Continual education to existing members on how easy it is to use the system.
- Promoting to members the plethora of content they can choose from (helps drive retention),
- Utilizing the technology for other added-value services such as live streaming of classes between different clubs in different countries.
For more information on Fitness On Demand and how it can benefit your business, visit https://www.fitnessondemand247.com/.
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
