Until recently, the ability to capture reliable data on exactly what customers do once they go through the reception turnstiles has been limited – especially for operators that mainly offer all-inclusive memberships. But now a number of suppliers have developed multi-sector solutions that control access and collect customer data, not just at reception but at entrances throughout the facility, from the gym and studio to the pool.
There are clear operational benefits to this kind of solution, from preventing fraudulent use of facilities or services that are not within a customer’s entitlement, to limiting access to set times for specific groups or clubs.
Just as crucially, being able to collect data on specific facility usage within a club or centre has huge advantages for both marketing and development decisions, as well as being popular with local authorities and private investors who want to know what kind of bang they’re getting for their buck.
We speak to three suppliers to understand what the latest product innovations mean for operators.
