OPERATOR NAME: BLACKBURN WITH DARWEN LEISURE (ALSO KNOWN AS REGENCY FITNESS)
SECTOR: LOCAL AUTHORITY
Ever-growing local authority operator Blackburn with Darwen Leisure has created 3 trial positions within their teams specifically designed to drive face-to-face interactions on the gym floor using the TRP Interact system. Named after their member journey, the FLYT Plan (Feel Like Yourself Training), these interaction specialists are known within their centres as ‘FLYT Support’.
“We made the decision at one of TRP’s educational events in September 2016. It was something that Heath Brandwood, our Commercial Leisure Manager, and I had been talking about for a while and the event reassured us that it was the right move to make based on research and other clubs’ experiences. We started the trial in the November and haven’t looked back since! The role has become essential to the business and we are planning to increase the size of the ‘FLYT Support’ team in the coming weeks.” (Richard Brown, Health Partnerships & Commercial Manager)
The ‘FLYT Support’ team use TRP’s Interact software, with its Who’s In Page showing who is in your facility right now, their interaction history, membership type and risk of cancellation, to target specific member groups for engagement.
“The ‘FLYT Support’ role couldn’t exist without TRP’s software. It allows the team to quickly and easily identify a member, remind themselves of their name and then approach them for a genuine, personalised conversation. From a management point of view, we can see from within Interact all the interactions the team have logged and more importantly use the reporting tool to gauge the quality and effectiveness of their actions.” (Richard Brown, Health Partnerships & Commercial Manager)
With an 8% increase in month-to-month Net Promoter Score® for the trial period, taking their customer loyalty score to 64 (more than twice the industry average), the operator is very pleased with the results and are looking to invest in the recruitment of more ‘FLYT Support’ positions in the near future.