GET FIT TECH
Sign up for the free digital edition of Fit Tech magazine and the free weekly Fit Tech ezine
Not right now, thanksclose this window
MyZone
MyZone
MyZone
Get Fit Tech
digital magazine
features

HCM People: José Teixeira

SC Fitness, Portugal: head of customer experience

People often assume that those who pay more stay longer, but we don’t see this. What we see is that if you have PT you stay longer because you use more, not because you pay more

Published in Health Club Management 2019 issue 10

What’s your back story?
I was a professional athlete in beach volleyball and studied a degree in Sports and Physical Education, before joining Sonae Capital in 2004. Starting as a sales consultant, I went on to be club manager, area manager, operations director and now head of customer experience for the group, overseeing projects, innovation and data.

What does your role as head of customer experience involve?
My role is to improve service quality and length of stay of our clients. Data is the key to this: we have a business intelligence department with two business analysts and a psychologist. Our company no longer has to make assumptions, we can work out the reason and support it with numbers.

We have a lot of data about members: not only information like age, gender, height, weight and health, but their length of stay, and their usage. We track entries and exits of group exercise classes and use sensor cameras to get further usage data, we profile clients, as well as monitor who is coming and who is leaving.

Has this data dispelled some previously held assumptions?
A lot of them. For example, we have found that overcrowding is much more important than both cleaning and maintenance in terms of its role in causing a member to leave. If there isn’t space to work out, because there aren’t enough treadmills or room in the class, they leave.

An instructor missing a class hurts the club a lot more than some hair in the showers. Cleaning and maintenance in the gym is important, but it is not as important as many would assume.

We also found that older people stay as members for longer: they have more stable lives, are more stable financially and move less. And people with a contract also stay longer.

People often assume that those who pay more stay longer, but we don’t see this. What we see is that if you have PT you stay longer because you use more, not because you pay more.

What is the most important factor for improving member retention?
Increasing usage. People who use the club more, stay longer. For each incremental visit per month, people stay 1.26 months longer as members. As soon as we sell a membership, we think about retention: our sales consultants book the assessment when closing the membership and then our fitness instructors help people to build a routine. New members are more likely to drop out, so it is important to get the first 30 days going well: we aim to get new members to come 12 times in the first 30 days.

We used to sell memberships and 20 per cent of the people never even came to the facility, because we didn’t make an appointment for an induction. Now 85 per cent or our new members attend assessments.

Are you using any other tools to build retention?
Group fitness classes are really good at building commitment, because the instructor can say at the end of the class to come back again next week. We are trying to create this similar interaction on the fitness floor, maybe by giving them a challenge, but also to keep developing our group exercise programme.

Our average length of stay is 20 to 24 months, but this can rise to three or four years for those who do fitness classes: people like it because the workout is measured in time, you know what you do, it’s social and you get results.

How can other operators improve their business intelligence?
Just an Excel spreadsheet does miracles. Many clubs don’t know simple information, such as how many males and females they have, how many of their members are boomers, or millennials, or their average usage in the first 30 days. This is all very easy information to find out.

Clubs need to track their own reality, finding out their member profile and who is joining and leaving. Every club is different – even within our clubs we see differences.

What’s the benefit of having a psychologist on the team?
Ninety nine per cent of the communication our fitness instructors have with members is about creating a routine and changing behaviour, which are all psychological questions. So, our psychologist is working on ways to improve the quality of communication with members, as well as informing our zero to 500 customer lifecycle, which is focused on keeping members engaged throughout the lifecycle.

Any future plans for the brand?
One of the things we’re looking at is how to integrate fitness and activity into everyday lives. All operators need to be looking to be multi-channel operators, so we can engage with our members 24/7, so that when they are not in the club they can still stream our classes, or do exercises set by instructors at the gym.

SC Fitness owns 35 clubs across three brands in Portugal

Solinca is a mid-market offering with pool and fitness, catering for every age from babies to seniors, with the most popular demographic being 40 year olds. Priced at €40-€50 per month, there are currently 20 clubs, with two more opening this year.

Purchased two years ago, Pump is a low cost chain of 14 clubs, which offer gym and group exercise classes, but no pool. Popular among younger people in their 20s and 30s, membership is €20-€35 a month. Three more will open this year.

SC Fitness owns one premium club, which was acquired last year and rebranded to One. It is similar to Solinca, but with higher quality equipment and materials, less members and higher retention. It costs €60-€65 a month and appeals mainly to an older demographic.

Pump is a low cost chain of 14 clubs, owned by SC Fitness
More features
people

Jean-Michel Fournier

CEO, Les Mills Media
In the long term, the fitness industry will utilise technological advances in augmented reality and holographic telepresence

Artificial intelligence

When you hear the words ‘artificial intelligence’, do you think of talking computers and helpful androids? Think again. We find out how AI can be used in fitness

Sight & sound

The audio visual aspect of your club is one of the biggest factors in keeping members motivated and engaged with your offering. So how can you optimise this? We asked four of the top audio visual suppliers in the industry for their tips
interview

Paul Juris

Director of sports science, Brooklyn Boulders
people are together on the climbing walls, cheering each other on, coaching each other, interacting, laughing and enjoying each other’s company. It’s a completely different environment from anything I’ve ever seen
people

Rachael Blumberg

Platefit: creator and founder
People know yoga, Pilates, HIIT and Barry’s Bootcamp, but many don’t know vibration training and it’s my intention, passion and purpose to make it available and bring it to the world
people

José Teixeira

SC Fitness, Portugal: head of customer experience
People often assume that those who pay more stay longer, but we don’t see this. What we see is that if you have PT you stay longer because you use more, not because you pay more
people

Andrew Grill

Practical Futurist
Your marketing department will have to start writing ad copy for robots, not for humans. These digital agents will be gatekeepers, a bit like a PA. It’s already happening, so get ahead and start using it

Body image

Will the body image debate define the future of fit-tech? Becca Douglas looks at the evidence

The middle man

Many industries have aggregators so it makes sense for the health and fitness industry to have them too. Are they a force for the good, or could it become a case of the tail wagging the dog? Kath Hudson reports
people

Ben Keenan

SUF Cycling: commercial director
This isn’t a spin around the park: SUF Cycling requires participants to dig deep, which can push some people not used to HIIT out of their comfort zone

Activelab 2019

Following the ActiveLab Live! finale at the recent Active Uprising conference, we take a look at startups that are using technology to help people become healthier and more active
celebs

Chris Hemsworth

I believe we all have untapped potential. And we all need support to achieve our goals. Centr puts the world’s best in the palm of your hand, to help you develop a healthier body, stronger mind, and a happier life - CHRIS HEMSWORTH

Bio Hacking

Silicon Valley hacker Dave Asprey used his tech skills to gather the latest fitness kit to create a bio hacking boutique. Kath Hudson investigates

Tech upgrade

New technology is transforming the way the health and fitness industry functions and interacts with customers. Liz Terry catches up with operators around the industry for an update

Body Insights

Want to know your biological age or your bone density, or maybe get a 3D model printed showing your hard-won new biceps? The latest tech enables this and much more. HCM does a roundup of the new kit on the market for fitness testing and body scanning

Get upgraded

HCM asks the industry’s leading software suppliers about the new tech and software features you can look forward to getting your hands on in 2019

In-club Tech

What’s happening in the world of health club management software? We get the inside view from some of the best-known tech companies in the sector

How can clubs get the most out of virtual?

HCM’s Steph Eaves gets tips from our panel of experts
interview

Matthew Allison, Space Cycle

I want to build a social lifestyle brand that combines music and wellness to create something that inspires people. I want to change the way people think of working out, so it’s like going to a club or a concert

Body composition analysers

Body composition analysers are an excellent way to differentiate your club, as well as help your members get results. Kath Hudson reports

Cycle revolution

A new age of indoor cycling is upon us, characterised by a more diverse range of bikes and consumers. Steph Eaves breaks down the options in this two-part series

ActiveLab 2018: Meet the startups in fit-tech

Following the ActiveLab Live! finale at the recent Active Uprising conference, we take a look at startups seeking to solve some of society’s biggest challenges through technology designed to get people active

Health club management software

We asked some of the biggest names in health club management software to share their predictions for the future

Smart and flexible member payments

Providing customers with the best member experience, while maximising revenue, is vital. We look at the latest in customer centric payment solutions
Video Gallery
How to use the MZ-Bodyscan
MyZone
The Best Product for the Best Clubs Read more
Company profiles
Company profile: ResortSuite
ResortSuite offers a uniquely integrated solution. Destination spas running multiple solutions across various amenities (spa, ...
Company profiles
Company profile: Technogym
Founded in 1983, Technogym is a world-leading international supplier of technology and design-driven products and ...
Directory
Software
Book4Time Inc: Software
Direct debit solutions
Harlands Group: Direct debit solutions
Fitness equipment
TRX Training: Fitness equipment
Locking solutions
Monster Padlocks: Locking solutions
Spa software
ResortSuite: Spa software
Diary dates
03-05 Aug 2020
Raffles City Convention Centre, Singapore
30 Sep 2020
Exhibition Centre Cologne, Cologne, Germany
01-04 Oct 2020
Exhibition Centre, Cologne, Germany
07 Oct 2020
Palais Brongniart, Paris, France
features

HCM People: José Teixeira

SC Fitness, Portugal: head of customer experience

People often assume that those who pay more stay longer, but we don’t see this. What we see is that if you have PT you stay longer because you use more, not because you pay more

Published in Health Club Management 2019 issue 10

What’s your back story?
I was a professional athlete in beach volleyball and studied a degree in Sports and Physical Education, before joining Sonae Capital in 2004. Starting as a sales consultant, I went on to be club manager, area manager, operations director and now head of customer experience for the group, overseeing projects, innovation and data.

What does your role as head of customer experience involve?
My role is to improve service quality and length of stay of our clients. Data is the key to this: we have a business intelligence department with two business analysts and a psychologist. Our company no longer has to make assumptions, we can work out the reason and support it with numbers.

We have a lot of data about members: not only information like age, gender, height, weight and health, but their length of stay, and their usage. We track entries and exits of group exercise classes and use sensor cameras to get further usage data, we profile clients, as well as monitor who is coming and who is leaving.

Has this data dispelled some previously held assumptions?
A lot of them. For example, we have found that overcrowding is much more important than both cleaning and maintenance in terms of its role in causing a member to leave. If there isn’t space to work out, because there aren’t enough treadmills or room in the class, they leave.

An instructor missing a class hurts the club a lot more than some hair in the showers. Cleaning and maintenance in the gym is important, but it is not as important as many would assume.

We also found that older people stay as members for longer: they have more stable lives, are more stable financially and move less. And people with a contract also stay longer.

People often assume that those who pay more stay longer, but we don’t see this. What we see is that if you have PT you stay longer because you use more, not because you pay more.

What is the most important factor for improving member retention?
Increasing usage. People who use the club more, stay longer. For each incremental visit per month, people stay 1.26 months longer as members. As soon as we sell a membership, we think about retention: our sales consultants book the assessment when closing the membership and then our fitness instructors help people to build a routine. New members are more likely to drop out, so it is important to get the first 30 days going well: we aim to get new members to come 12 times in the first 30 days.

We used to sell memberships and 20 per cent of the people never even came to the facility, because we didn’t make an appointment for an induction. Now 85 per cent or our new members attend assessments.

Are you using any other tools to build retention?
Group fitness classes are really good at building commitment, because the instructor can say at the end of the class to come back again next week. We are trying to create this similar interaction on the fitness floor, maybe by giving them a challenge, but also to keep developing our group exercise programme.

Our average length of stay is 20 to 24 months, but this can rise to three or four years for those who do fitness classes: people like it because the workout is measured in time, you know what you do, it’s social and you get results.

How can other operators improve their business intelligence?
Just an Excel spreadsheet does miracles. Many clubs don’t know simple information, such as how many males and females they have, how many of their members are boomers, or millennials, or their average usage in the first 30 days. This is all very easy information to find out.

Clubs need to track their own reality, finding out their member profile and who is joining and leaving. Every club is different – even within our clubs we see differences.

What’s the benefit of having a psychologist on the team?
Ninety nine per cent of the communication our fitness instructors have with members is about creating a routine and changing behaviour, which are all psychological questions. So, our psychologist is working on ways to improve the quality of communication with members, as well as informing our zero to 500 customer lifecycle, which is focused on keeping members engaged throughout the lifecycle.

Any future plans for the brand?
One of the things we’re looking at is how to integrate fitness and activity into everyday lives. All operators need to be looking to be multi-channel operators, so we can engage with our members 24/7, so that when they are not in the club they can still stream our classes, or do exercises set by instructors at the gym.

SC Fitness owns 35 clubs across three brands in Portugal

Solinca is a mid-market offering with pool and fitness, catering for every age from babies to seniors, with the most popular demographic being 40 year olds. Priced at €40-€50 per month, there are currently 20 clubs, with two more opening this year.

Purchased two years ago, Pump is a low cost chain of 14 clubs, which offer gym and group exercise classes, but no pool. Popular among younger people in their 20s and 30s, membership is €20-€35 a month. Three more will open this year.

SC Fitness owns one premium club, which was acquired last year and rebranded to One. It is similar to Solinca, but with higher quality equipment and materials, less members and higher retention. It costs €60-€65 a month and appeals mainly to an older demographic.

Pump is a low cost chain of 14 clubs, owned by SC Fitness
More features
people

Jean-Michel Fournier

CEO, Les Mills Media
In the long term, the fitness industry will utilise technological advances in augmented reality and holographic telepresence

Artificial intelligence

When you hear the words ‘artificial intelligence’, do you think of talking computers and helpful androids? Think again. We find out how AI can be used in fitness

Sight & sound

The audio visual aspect of your club is one of the biggest factors in keeping members motivated and engaged with your offering. So how can you optimise this? We asked four of the top audio visual suppliers in the industry for their tips
interview

Paul Juris

Director of sports science, Brooklyn Boulders
people are together on the climbing walls, cheering each other on, coaching each other, interacting, laughing and enjoying each other’s company. It’s a completely different environment from anything I’ve ever seen
people

Rachael Blumberg

Platefit: creator and founder
People know yoga, Pilates, HIIT and Barry’s Bootcamp, but many don’t know vibration training and it’s my intention, passion and purpose to make it available and bring it to the world
people

José Teixeira

SC Fitness, Portugal: head of customer experience
People often assume that those who pay more stay longer, but we don’t see this. What we see is that if you have PT you stay longer because you use more, not because you pay more
people

Andrew Grill

Practical Futurist
Your marketing department will have to start writing ad copy for robots, not for humans. These digital agents will be gatekeepers, a bit like a PA. It’s already happening, so get ahead and start using it

Body image

Will the body image debate define the future of fit-tech? Becca Douglas looks at the evidence

The middle man

Many industries have aggregators so it makes sense for the health and fitness industry to have them too. Are they a force for the good, or could it become a case of the tail wagging the dog? Kath Hudson reports
people

Ben Keenan

SUF Cycling: commercial director
This isn’t a spin around the park: SUF Cycling requires participants to dig deep, which can push some people not used to HIIT out of their comfort zone

Activelab 2019

Following the ActiveLab Live! finale at the recent Active Uprising conference, we take a look at startups that are using technology to help people become healthier and more active
celebs

Chris Hemsworth

I believe we all have untapped potential. And we all need support to achieve our goals. Centr puts the world’s best in the palm of your hand, to help you develop a healthier body, stronger mind, and a happier life - CHRIS HEMSWORTH

Bio Hacking

Silicon Valley hacker Dave Asprey used his tech skills to gather the latest fitness kit to create a bio hacking boutique. Kath Hudson investigates

Tech upgrade

New technology is transforming the way the health and fitness industry functions and interacts with customers. Liz Terry catches up with operators around the industry for an update

Body Insights

Want to know your biological age or your bone density, or maybe get a 3D model printed showing your hard-won new biceps? The latest tech enables this and much more. HCM does a roundup of the new kit on the market for fitness testing and body scanning

Get upgraded

HCM asks the industry’s leading software suppliers about the new tech and software features you can look forward to getting your hands on in 2019

In-club Tech

What’s happening in the world of health club management software? We get the inside view from some of the best-known tech companies in the sector

How can clubs get the most out of virtual?

HCM’s Steph Eaves gets tips from our panel of experts
interview

Matthew Allison, Space Cycle

I want to build a social lifestyle brand that combines music and wellness to create something that inspires people. I want to change the way people think of working out, so it’s like going to a club or a concert

Body composition analysers

Body composition analysers are an excellent way to differentiate your club, as well as help your members get results. Kath Hudson reports

Cycle revolution

A new age of indoor cycling is upon us, characterised by a more diverse range of bikes and consumers. Steph Eaves breaks down the options in this two-part series

ActiveLab 2018: Meet the startups in fit-tech

Following the ActiveLab Live! finale at the recent Active Uprising conference, we take a look at startups seeking to solve some of society’s biggest challenges through technology designed to get people active

Health club management software

We asked some of the biggest names in health club management software to share their predictions for the future

Smart and flexible member payments

Providing customers with the best member experience, while maximising revenue, is vital. We look at the latest in customer centric payment solutions

latest news

Hollywood star Chris Hemsworth is making his online fitness programme Centrfit available for free for the next six weeks. The ...
iFit, an interactive fitness streaming platform from Freemotion Fitness, has received significant capital investment, worth US$200m (£164m, €181m), from Pamplona ...
Gym operators are pivoting to digital in a stampede to engage with members during the coronavirus shutdown, with David Lloyd ...
Fitness giant Technogym will enable club operators to offer at-home training and coaching services to members remotely via its Mywellness ...
Fitness tech firm Motosumo has launched a new service, allowing gym operators to deliver HIIT group workouts and indoor cycling ...
A personalised sexual wellness app has been launched with the aim of improving people’s sex lives. Called Lover, the San ...
Life Fitness has launched a series of at-home on-demand workouts to keep users active in the wake of the COVID-19 ...
A live workout streamed on YouTube, which looks to help keep families active during the coronavirus outbreak, has gone global. ...
GymAware, a fitness equipment company based in Australia, has created Flex, a tracking device that collects performance data from weight ...
Life Fitness has launched a series at-home on-demand workouts to keep users active in the wake of the coronavirus. The ...
Technology firm Purple WiFi has launched a live data website, offering a real-time, visual representation of the effects of the ...
Unlimitech, a tech startup linked to University of Cambridge, is looking to bring to market a face mask capable of ...
More news
Company profiles
Company profile: ResortSuite
ResortSuite offers a uniquely integrated solution. Destination spas running multiple solutions across various amenities (spa, ...
Company profiles
Company profile: Technogym
Founded in 1983, Technogym is a world-leading international supplier of technology and design-driven products and ...
Video Gallery
How to use the MZ-Bodyscan
MyZone
The Best Product for the Best Clubs Read more
Get Fit Tech
Sign up for the free digital edition of Fit Tech magazine and the free weekly Fit Tech ezine
Sign up
Directory
Software
Book4Time Inc: Software
Direct debit solutions
Harlands Group: Direct debit solutions
Fitness equipment
TRX Training: Fitness equipment
Locking solutions
Monster Padlocks: Locking solutions
Spa software
ResortSuite: Spa software
Diary dates
03-05 Aug 2020
Raffles City Convention Centre, Singapore
30 Sep 2020
Exhibition Centre Cologne, Cologne, Germany
01-04 Oct 2020
Exhibition Centre, Cologne, Germany
07 Oct 2020
Palais Brongniart, Paris, France
MyZone
MyZone