Workout + 1
Goodlife Health Clubs
Gyms have one of the highest customer churn rates of any industry. So all brands have a constant need for lead generation – as members leave through the back door, they have to bring in new ones through the front.
When we looked at Goodlife’s traditional member get member programme, we say a big problem and an equally large opportunity. The thing is, people hate giving customer referrals. Being financially rewarded for dobbing in a mate is considered pretty poor form. So we had to find a more compelling reason for members to recommend giving Goodlife a go.
Meanwhile, we undertook a little research into why gym goers lose interest and cancel membership. It revealed that working out alone made it easy to slack off and become de-motivated. What if we could find a way to tackle both challenges at once – encouraging members to stay with the programme and to bring friends and family on board at the same time?
And so Workout +1 was born. This mobile marketing platform invites Goodlife members to bring a friend along for free. When they nominate someone they’d like to work out with, the friend receives a trial membership that they can use whenever they’re with the member.
The result? Members not only feel comfortable about introducing a friend to Goodlife – they feel more motivated by having someone to share their workout with. So both acquisitions and retention are getting stronger than ever.
Research into fading memberships revealed that working out alone causes loss of motivation. What if we could tackle both challenges at once – encouraging members to stay with the programme while bring new people on board?
Workout +1 invites Goodlife members to bring a friend along to workout with them for a freetrail.
Acquisition and retention has never been in better shape.