Gyms routinely collect large volumes of customer data relating to member activity and gym usage. Aware of the unlocked potential of this vast data resource and recognizing a need to improve knowledge of the membership base, a comprehensive data mining analysis was required. This dashboard is specifically designed to track gym subscriptions, average membership periods (months, years, or more), professional demographics that dominate, and other important metrics. It helps in improving marketing campaigns by knowing the right customers to target and correct time-slots to pitch for. 

 

Challenges  

Some major challenges encountered by Gyms : 

  • Delayed generation of memberships data  triggers resource mismanagement 
  • Decentralized systems for storing & retrieving membership data impedes quick decision-making 
  • Lack of comprehensive analysis of the performance of Gym with respect to membership data 

 

Solution  

 Our solution enabled the following capabilities to address customer challenges : 

  • The identification of member types and their likely behavior 
  • An insight into factors influencing the duration of membership and customer churn 
  • The development of a coherent narrative around member behavior and value to better inform future CRM strategies 
  • The solution was successfully able to distill information held in many millions of customer records into a suite of key performance indicators providing actionable intelligence
-92x

Reduced time to Insight

+53%

Increase in Memberships

+92.7%

Increase in informed decision making

-27.3%

Attrition Rate