New Year, New Start. New Year, New You. New Year, New Challenge. I’m sure you’ve read them all in the last couple of weeks! You can’t beat a good cliché at this time of year. And if you can’t beat them, join them (they keep coming!). So, seeing as it’s January, there was only one thing for me to do… join a Gym.
All the introductory offers are out there at this time of year, making the most of that desire everyone has for a new start. Low joining fees or reduced monthly fees designed to tempt you away from the competition whilst you’re in market and keen to part with your money.
In making my choice of which Gym to join up to, however, I simply opted for the closest one to home. That way, it’s convenient to nip to before work or even at lunchtime. The closest to me happens to be an Everyone Active - SLM which handily fits with our ethos here at We Are Acuity as it’s the local community’s Leisure Centre. The brand’s owner, SPORTS AND LEISURE MANAGEMENT LTD, manages leisure centres on behalf of local authorities and trusts up and down the country, but it still feels like a local ‘asset’.
Everyone Active did indeed have an introductory offer of a £1 Joining fee so it was certainly worth signing up at this time of year. I made an inquiry via the website shortly before Christmas and since then, I’ve been really impressed with the whole customer journey. Communication was great, from replying to my initial query via email, to calling me to arrange a tour. And when it came to the tour, I found it very useful and was pleasantly surprised to find that there were no hard sell tactics either, the staff seem keen to ensure you sign up to the membership level that is right for you, so you get the most out of being a member.
Since signing up, the process has also been very slick, again, making sure the customer gets the most value from the membership. One way they do this is by including free introductory sessions that take you through how to properly use the various fitness machines. This is then followed up with an email detailing what was covered in the sessions to remind you of what you learnt. They also offer a free one to one personal trainer session which is great.
The personalised email customer journey in general has been very impressive so far. Beginning with the ‘Welcome’ email through to the latest ‘Congratulations on completing your first week’ email, it really feels like I’m a valued member. So, great job Everyone Active!
At We Are Acuity we’ve worked on many personalised email campaigns for our clients over the years, so we love it when we see them done well.
Or alternatively read more about Local Marketing on our blog page "Local Thinking': https://www.weareacuity.com/local-thinking-our-blog