Using data effectively

Thursday 10th May - 15:00-16:00

Gyms generate huge amounts of data every day – data that can, if properly mined and analysed, provide invaluable knowledge and insight into customer behaviours, and used to fine-tune business strategy and day-to-day operational decisions.

Yet so often that data is left dormant and untapped: a wasted resource.

This session will explore how data can be better managed, interpreted and used to enhance both the customer experience – via improved services and a deeper understanding of their needs – and the business’ bottom line.

Guy Griffiths, Managing Director at GG Fit

Day 2: 15:00-16:00 Business

Guy Griffiths describes himself as a Fitness Industry Revolution Consultant. He questions the status quo, helps facilitate change, and spreads the word on member-retention initiatives that work.

Guy’s systems background means he can help people understand complex processes and programmes. He knows what makes people tick, having trained as a life coach.

Guy spends his time defining retention policy and processes, running interaction coaching workshops, configuring member communications, and analysing membership data. A regular speaker at industry events, his book Stick Around has 4.9 stars on Amazon. His goal is to help more people be fitter and healthier by getting them to stick around at your club.

Customer segmentation: using data to really understand customers

Jon Winkle, Marketing Trainer at Leisure Marketing Forum

Unleashing the potential of customised data-based programming

Kerstin Obenauer, Country Director UK at eGym

Making the right offer to the right customer

Utku Toprakseven, Director of Sport Intelligence at 4Global and Datahub