MOTUS Consumer Insights (MOTUS CI), a leading analytics and marketing company, is leveraging its proprietary analytics platform to help clubs understand and address the shifts to their businesses caused by the pandemic. MOTUS CI’s COVID-19 Market Trend Report combines club membership and sales information with over 10,000 data points to map emerging sales and attrition trends.
“With over a collective century of health club operations experience, the MOTUS CI team knows fitness sales strategy is often dictated by past on-the-job experience and intuition,” said Chris Finch, the vice president of analytics for MOTUS CI. “However, this is an unprecedented time in the industry. In the post-COVID market, creating a winning sales and marketing strategy will require in-depth data insights.”
MOTUS CI believes the COVID-19 Market Trend Report can help clubs restart and refresh their marketing efforts as they reopen from temporary closures. “We found many of our fitness clients were seeing diminishing returns from their promotional campaigns, or worse, that their marketing had completely stalled after reopening,” said Finch. “This new service is designed to give fitness teams concrete and actionable data to build a marketing plan around.”
With the data, clubs can identify high-cancellation-risk member segments to proactively retain their business, as well as discover new sales opportunities they can target.
The COVID-19 Market Trend Report is another way MOTUS CI partners with fitness businesses. “As both an analytics and marketing company, we work with clubs at every step in the process, from initial analysis to deploying their promotions,” said Finch. “That partnership extends to the COVID-19 Market Trend Report. It isn’t a one-time analysis. We revisit your data monthly to ensure you have the most up-to-date and accurate picture of your marketplace.”
Through ongoing analysis, MOTUS CI can proactively track emerging sales trends, potential downturns, and new revenue opportunities as they develop in the fitness space.
To learn more, contact MOTUS Consumer Insights at motusci.com/contact.
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Bobby is the former assistant editor of Club Solutions Magazine.
