Member management software (MMS) solutions help operators run their gyms and organize members — but if integration isn’t done right, it can be a nightmare.
That’s because many brands use several MMS solutions within their organization — and those systems often don’t talk to each other. Separate solutions for booking, billing and staff scheduling can wreak havoc on your business.
The best advice: streamline them as soon as possible.
But before you start shopping around, map out all the functions your dream MMS should have. These can include control of booking and payments, marketing automation, IT security, campaign management and performance insights. Make sure you consider all aspects of your business, from HR to finance to member journeys and staff permissions.
Then, ask yourself three questions:
1. How should the solution treat members?
Members today expect to be able to serve themselves at their clubs. Look for a system that gives them the power of self-service by letting them book, reschedule and cancel classes from their phones and computers. Billing processes should be easy for them, allowing them to pay for, pause, or cancel their membership at any time.
2. How should the solution treat staff?
Just like members, your staff craves the ability to manage their own time and interact with members on their terms. Let them take their office to the gym floor with an MMS that helps them go mobile with their class schedules, shifts and communication.
3. How should the solution treat the organization?
There is no one-size-fits-all approach when it comes to MMS. Look for a system that is flexible and can grow with your business. This system will be at the center of your digital journey, so it’s important that it’s scalable, automated and secure.
Particularly, think of your MMS as the heartbeat of your business — the core that is connected to everything else. A streamlined MMS is complex on the technical side, but on the staff, member and operator side, it can serve to simplify your operation in countless ways.
When you invest in a solid, central IT system, you’re investing in something that will help keep all the other aspects of your business healthy.
Karl Koutroupas is the vice president of strategy and consumer insights at Exerp, a global IT specialist in member management software for the fitness and leisure industry. He can be reached at sales@exerp.com.
