GLL Better UK App doubles downloads to 2 million in one year

GLL and their App partner, Innovatise (myFitApp), today announced the Better UK app has been downloaded over 2 million times since it was launched three years ago, in November 2019.

We took some time to speak to Steve Ward, Associate Director of Marketing, Digital & Technology Director at GLL, to reflect on his experience with Innovatise’s myFitApp platform.

Steve Ward, GLL

Can you tell us a bit about GLL?

GLL is the largest public-sector fitness provider in the UK, managing over 250 leisure centres in partnership with more than 50 local councils and sporting bodies.

We host a huge range of facilities and activities and with more than 10,000 staff and 40 million visitors a year, GLL really makes a difference to fitness in the UK. We exist to make community services and spaces better for everyone and to improve the health and wellbeing of local communities.

Congratulations on passing 2 million App downloads! How does this make you, and the GLL team feel?

To get to 2 million downloads in less than three years since launch is a terrific achievement, showing how valuable the app is. The Better UK app is a core part of our services and app downloads are averaging at 2,000 downloads per day. Our members love the app as much as we do, it provides them with everything they need in one place, from class and gym bookings to membership management and partner offers.

Moreover, myFitApp allows us to serve our members both inside and outside our facilities, adapting to a now hybrid fitness world. ‘Better at home’, is our digital fitness offering that members can use to access virtual classes and workout routines on demand, whenever they want and wherever they are. Our members want more than an in centre offering and this gives them flexibility and adds value to their membership.

Just one year ago, your App downloads reached 1 million, a huge milestone which you’ve now beaten! How has the App progressed over the last year?

In the last year we have made some major changes, that wouldn’t be possible without myFitApp. We migrated to a new leisure management software (LMS) and during the transition we needed members to be connected to two different LMS’s in one App. This process was made seamless by the team at Innovatise with minimal disruption to members. We have also installed ‘tap or scan’ access control via the App in the majority of sites which is making a big difference.

Can you tell us more about the App tap or scan entry – how has this transformed your business?

The Access Control solution, where members can enter our centres or register at classes and activities using the App makes life easier for our members. Many people don’t carry a wallet or cards these days, everything they need for their day is on their phone and now our app gives them easy access to our centres. It’s good for GLL also as it encourages members to use the App, it saves GLL money on producing new cards and replacing lost ones and the app is more secure than cards – also ditching the plastic is great for the environment, supporting our mission to be carbon neutral by 2030. 

Access Control in the App streamlines the gym entry process, making a better experience for both members and our staff members. Our reception team deal with less queries at the desk, where members would usually need to be granted access manually because they have forgotten or lost their membership cards – everyone has their phone on them! In some centres this has freed up staff members from the front desk so they can spend more time helping members achieve their fitness goals.

The Leisure sector is experiencing huge increases in spend with costs, like energy, on the up. Has Access Control helped reduce cost in other areas of the business?

With reception staff freed up, we can now utilise their skills in other areas of the business – for example supporting the sales team with phone calls and the fitness team with bookings or admin.

Also, members might lend a plastic card to a friend or family member, but no-one will lend their phone! Fraudulent entries to clubs are therefore significantly reduced thanks to Access Control.

What is the most important thing with your App now and in the future?

Our App has transformed our digital offering to customers. The myFitApp platform is easy to use and adaptable, meaning we can update navigation and content in real-time, ensuring our App design is consistent with our branding and open to integrate additional functionality. Our goal is for members to have access to all our facilities and services through our App and with myFitApp we’re realising that goal.

Ways to communicate important information this winter

The winter months can present all sorts of challenges for businesses. The weather can take a turn for the worst, and you need to be prepared for club closures, or changes to your timetable due to staff members not being able to travel. In this digital age, it’s possible for you to communicate with members ahead of time so they can stay up to date, in real-time and plan accordingly.

Things to plan for

In our experience, some of the things you might need to think about planning ahead for, are:

• Club closures due to weather – this could be because there are floods and your centre isn’t safe to attend, or maybe you are short staffed due to team members not being able to travel to work.

• Changes to timetable – you might have to make slight tweaks to timings or cancel a class, maybe it’s outdoors and the weather conditions aren’t safe, or your trainer isn’t able to make it into the centre on time.

• Festive opening hours – it’s important to communicate these ahead of time, to ensure members can have a plan in place for their training schedule – plus, if you inform customers early, it will stop the flurry of members asking your reception staff the question!

Here are some tips on communicating with your customers…

1. Be proactive about communicating this winter

Take a proactive approach to communicating with your members. By using a promo screen, anyone that opens your app can see your message. From club closures to a change in opening times – you design the screen and message, all on brand plus it’s quick and easy to do.

Here’s an example from one of our customers who informed their customers of a booking systems downtime:

2. Use push notifications

For instant communication with a much higher open rate than email (around 20% vs 2%), look no further than push notifications. Your message will go straight to your customers’ phone, and they can open and read all the information you need them to, in one click.

You can target the right audience, for example you can send a message to members booked on to a specific fitness class to let them know that their class has been cancelled, or send a message to anyone booked in to a tennis court that day, that the courts have been closed for safety.

3. Offer an alternative

If your members are unable to get into your centre, why not offer them an alternative, at home option? Digital fitness is an important extension of your membership, and in the winter months it becomes much more popular – not just in times of club closures but for customers to stay motivated and fit in their workouts around their busy, festive period, schedule.  

Here’s an example from a customer who needed to close their club due to flooding but gave members the ability to not miss a training day!

4. Plan where possible

Plan your communication ahead with scheduled messages. Maybe you’re looking to communicate festive events or offers with your members, you can use all the above methods to do this too.

You could even keep an eye on weather forecasts and start preparing messages, in case of closures. It’s best to be as prepared as possible so you can give your members notice of changes.

Winter is a busy time, with lots of adverse weather conditions and changes to your usual schedule due to the holiday seasons. The last thing you want to do is get caught off-guard when bad weather hits. Use your app to communicate important information so your members are always kept up to date.

Reduce gymtimidation with your App

A recent OnePoll survey on behalf of The Gym Group has found one in three Brits (33%) suffer from gymtimidation and fear feeling out of place in the gym.

We’ve got some ideas on how you can target your members who might have gymtimidation, and support them on their journey to becoming more confident in your gym or leisure centre.  

1. Share a gym tour

Why not introduce your members to your facilities with a gym walk around – this can be a quick video of a team member walking through the centre, to the gym and showing them where each piece of equipment is. You can host this on your App.

If members are familiar with the gym space when they walk in, they won’t feel overwhelmed or anxious about where go. This could also double up as marketing material on your website or social media.

2. Create ‘how to’ videos

The OnePoll survey of 3,000 UK non-gym-going adults aged 18-60 highlighted that nearly a quarter of respondents said not knowing where to start in the gym put them off, with over 29% saying not knowing how to use equipment had made them uncomfortable.

You can combat this issue by putting together a series of ‘how to’ videos for your members to use when they get into the gym and need to familiarise themselves with a piece of equipment or machinery.

Not only will your members be motivated by performing the exercise or movement correctly, they’ll also see results quicker this in turn will strengthen customer loyalty and longevity. You can use our myFitApp@home to host these videos on your App. 

3. Introduce a member hub

You can use our sub-navigation feature to create a homescreen on your App for first timers, or new gym members. Here is where you can keep all of your videos mentioned above, as well as hints and tips, FAQs, nutrition advice etc for new gym goers.

It’s really important you keep new members motivated, to ensure they can make the most of their membership and remain as customers. You could even link off to a Facebook group, or similar, for gym members, to really make them feel like part of a community. 

4. Meet the team campaign

Why not run a meet the team campaign where you can introduce staff members to your members. Familiar faces will help those with gymtimidation and give them the opportunity to learn who is there to help them when they are in the gym, or who their trainer will be when they’re trying out a new class.

7 reasons you need a digital fitness offering

If you don’t already offer an at home digital fitness option to your members, you should. The world of fitness is always changing, with more and more people opting for a combination of at home workouts and in-club training.

We’ve put together 7 reasons why it is so important:

1. Create flexibility for members

Members can get frustrated if they can’t come to classes at a time that suits them. They may have other commitments, such as school runs or late afternoon shifts. In addition, there may be occasions where they are’t able to make it into the gym due to travel issues or other commitments.

In those cases, it’s ideal if they can stream their favourite classes from anywhere at any time, on their phone, laptop, desktop or TV screen.

2. Increase member motivation

One of the main reasons people choose to workout online is because they can do their own thing at their own pace. Many people who don’t want to, or can’t always make it to the gym will use your app instead. It also gives them the opportunity to try new classes without feeling embarrassed about doing something different in front of new people.

3. Create a more premium membership

It gives members a reason to feel more important and increases the perceived value of their membership, which in turn gives them a reason to stay longer and utilise their membership more.

With a digital fitness offering you can give additional benefits that go beyond just giving your members access to the latest technology, you can also offer third party content from the world renowned trainers from the likes of Wexer or Les Mills. 

4. Attract new customers, creating a new revenue stream

You need a digital fitness offering to attract new customers. There’s a lot of people who will want a ‘digital only’ membership, and without this offering, you’re going to miss out on their custom.

Providing digital memberships also gives people the chance to try out your classes without commitment. Offering free trials will increase sales once customers know what they’re missing out on!

5. Marketing for your trainers and in-club classes

Promoting online classes is also a great way to promote your trainers. Members may get used to, or enjoy a certain trainer’s style, or a particular class, and want to train further with them in your centre.

6. Increase customer retention

Customers will be more likely to renew and keep their membership when it is more valuable to them. Having more to offer and adapting to your clients’ lifestyle, will help retain your clients longer.

7. Increase App usage

A digital fitness offering will drive increased app usage and retention by keeping your members engaged with their workout routines and improving member experience. It also gives you an opportunity to collect feedback from your members on how you can improve their experience further in future updates.

Higher app usage will improve your overall communication with members, through the app, and strengthen their customer loyalty which will lead to higher revenues over time.

These are just a few reasons why you should invest in a digital fitness offering. Not only will it increase your customer base, but it will also keep members engaged with your brand and coming back for more!