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Fit Tech People: Ian Mullane

Founder, Keepme

Using predictive and machine learning models, operators can hyper-personalise engagement

Published in Fit Tech 2020 issue 2

Tell us about Keepme
Keepme is a software solution for the fitness industry, designed to help increase membership, reduce attrition and increase secondary revenue spend.

All fitness operators can benefit from Keepme. The tool provides transparency on the actions of members. It translates these actions into insight about the business and how it’s performing and functioning.

Using predictive and machine learning models, operators can hyper-personalise engagements with a commercial and operational perspective and increase response levels to benefit the business.

What tech is Keepme built on?
Keepme is a software as a service (SaaS) platform, available globally. It was custom-built for health and fitness operators. It uses machine learning models that use the client’s everyday data to build highly accurate and predictable models that are then utilised to increase revenue for operational efficiency.

What gave you the idea?
I was the owner of a fitness business in Singapore called Vanda.fit. I became increasingly aware of the importance of retaining more members in an environment that was getting more competitive, while the cost of acquiring new members was increasing between two- and three-fold on an annual basis.

I wondered if I could use my previous experience in modelling and investment banking in the fitness world, by using data that already existed in my business.

I found I could, and realised I had an opportunity to use data to predict which members were likely to leave. What’s more, I could predict this result far enough in advance to change the outcome. This was not data that we previously had available.

What’s your vision for the business?
The ambition for the business is to democratise AI tools so fitness industry operators can take advantage of this technology to increase revenue, engagement and service levels for members.

How has it developed so far?
Keepme was launched in January 2019. Since then, we’ve experienced significant growth. Today, our team operates from six offices around the world to serve customers in eight countries, ranging from large international brands to multi-site and boutique operators.

What are your plans for the company in terms of development and investment?
The opportunity for Keepme is enormous and we’re only just at the start of that journey. Our main objective is to continue to grow, develop and build a sustainable business.

In the coming years, we’ll come to the attention of many trade operators who may like to bring our capabilities in-house. Should that enable us to meet our potential, we would be very open to it.

Keepme completed an investment round in October 2019. This allowed us to bring in the capital that the business requires to resource expansion and continue the development of the platform.

Who are your main clients?
A wide range of operators across the world, including Virgin Active, California Family Fitness, Hockessin Athletic Club in Delaware, Pinnacle in Australia and NuYu, the female-only chain of fitness clubs in Saudi Arabia. In the UK, we’ve recently brought on board Ten Health and Fitness, and Primal.

How have you priced Keepme?
Keepme is priced on an annual subscription basis that depends on how many sites the operator has. A single site starts at US$9k a year, with a declining price per site thereafter.

Who are your competitors?
Combining AI with client data to provide insights is not an offering we’ve seen with other participants in the market.

The primary differentiator is that Keepme provides insights that are actionable and driven by AI.

There are tools available to provide business intelligence and customer engagement data, however, it’s the integration of both, combined with AI, that makes Keepme different.

How are you assisting operators through COVID-19?
The team at Keepme is aware that insights into member retention and the tools to improve them will never be more important than in the post lockdown period.

We’ve come to realise it’s also the time to revolutionise the tools available for membership sales, so we’ve been building a new AI-driven sales module to ensure every prospect is captured, the opportunity understood and a higher percentage of leads converted.

What future plans do you have to enhance Keepme?
Anyone running a fitness business has a great deal of uncertainty about the future, especially right now and we have many future plans to build out new predictive models to support them.

We’ll provide operators with a tool that can fill that knowledge gap about future trading which, in turn, will allow them to act more quickly – both defensively and offensively.

What advice would you give to operators?
We would like every organisation to understand that the resources they have in their business could be worth a lot more than they think. The value of their business is locked in their data.

We can do things today with standard data sets that we couldn’t even think of five years ago. And this opportunity will only continue to become greater over time.

This trend suggests that every organisation should consider the value it has in its data. It could be the most valuable asset you have over the next 5-10 years.

Sign up here to get Fit Tech's weekly ezine and every issue of Fit Tech magazine free on digital.
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In collaboration with ukactive, FunXtion has driven a global discussion with some of the world’s leading fitness operators and influencers, exploring how digitalisation will influence the delivery of fitness services and products moving forwards.
Featured supplier: Precor launches member-focused Preva Mobile app
Precor has launched a mobile app to accompany its popular networked fitness solution, Preva, which has so far recorded almost a billion workouts in more than 11,000 facilities worldwide.
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Featured supplier: Funxtion collaborates with global experts on white paper exploring digital in the future of fitness
In collaboration with ukactive, FunXtion has driven a global discussion with some of the world’s leading fitness operators and influencers, exploring how digitalisation will influence the delivery of fitness services and products moving forwards.
Featured supplier: Precor launches member-focused Preva Mobile app
Precor has launched a mobile app to accompany its popular networked fitness solution, Preva, which has so far recorded almost a billion workouts in more than 11,000 facilities worldwide.
Company profile: Indigofitness Ltd
We Create Training Spaces! We've been designing and delivering high quality training spaces for almost ...
Company profile: Freemotion Fitness
Freemotion Fitness is the global pioneer in fitness equipment and technology, introducing the world to ...
PENDEX | Simply Ingenious
Pendex
It trains humans better than humans train humans. Read more
Get Fit Tech
Sign up for the free digital edition of Fit Tech magazine and the free weekly Fit Tech ezine
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Red Light Therapy
 Red Light Rising: Red Light Therapy
Exercise equipment
Matrix Fitness: Exercise equipment
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Precor: Fitness equipment
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
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Fit Tech People: Ian Mullane

Founder, Keepme

Using predictive and machine learning models, operators can hyper-personalise engagement

Published in Fit Tech 2020 issue 2

Tell us about Keepme
Keepme is a software solution for the fitness industry, designed to help increase membership, reduce attrition and increase secondary revenue spend.

All fitness operators can benefit from Keepme. The tool provides transparency on the actions of members. It translates these actions into insight about the business and how it’s performing and functioning.

Using predictive and machine learning models, operators can hyper-personalise engagements with a commercial and operational perspective and increase response levels to benefit the business.

What tech is Keepme built on?
Keepme is a software as a service (SaaS) platform, available globally. It was custom-built for health and fitness operators. It uses machine learning models that use the client’s everyday data to build highly accurate and predictable models that are then utilised to increase revenue for operational efficiency.

What gave you the idea?
I was the owner of a fitness business in Singapore called Vanda.fit. I became increasingly aware of the importance of retaining more members in an environment that was getting more competitive, while the cost of acquiring new members was increasing between two- and three-fold on an annual basis.

I wondered if I could use my previous experience in modelling and investment banking in the fitness world, by using data that already existed in my business.

I found I could, and realised I had an opportunity to use data to predict which members were likely to leave. What’s more, I could predict this result far enough in advance to change the outcome. This was not data that we previously had available.

What’s your vision for the business?
The ambition for the business is to democratise AI tools so fitness industry operators can take advantage of this technology to increase revenue, engagement and service levels for members.

How has it developed so far?
Keepme was launched in January 2019. Since then, we’ve experienced significant growth. Today, our team operates from six offices around the world to serve customers in eight countries, ranging from large international brands to multi-site and boutique operators.

What are your plans for the company in terms of development and investment?
The opportunity for Keepme is enormous and we’re only just at the start of that journey. Our main objective is to continue to grow, develop and build a sustainable business.

In the coming years, we’ll come to the attention of many trade operators who may like to bring our capabilities in-house. Should that enable us to meet our potential, we would be very open to it.

Keepme completed an investment round in October 2019. This allowed us to bring in the capital that the business requires to resource expansion and continue the development of the platform.

Who are your main clients?
A wide range of operators across the world, including Virgin Active, California Family Fitness, Hockessin Athletic Club in Delaware, Pinnacle in Australia and NuYu, the female-only chain of fitness clubs in Saudi Arabia. In the UK, we’ve recently brought on board Ten Health and Fitness, and Primal.

How have you priced Keepme?
Keepme is priced on an annual subscription basis that depends on how many sites the operator has. A single site starts at US$9k a year, with a declining price per site thereafter.

Who are your competitors?
Combining AI with client data to provide insights is not an offering we’ve seen with other participants in the market.

The primary differentiator is that Keepme provides insights that are actionable and driven by AI.

There are tools available to provide business intelligence and customer engagement data, however, it’s the integration of both, combined with AI, that makes Keepme different.

How are you assisting operators through COVID-19?
The team at Keepme is aware that insights into member retention and the tools to improve them will never be more important than in the post lockdown period.

We’ve come to realise it’s also the time to revolutionise the tools available for membership sales, so we’ve been building a new AI-driven sales module to ensure every prospect is captured, the opportunity understood and a higher percentage of leads converted.

What future plans do you have to enhance Keepme?
Anyone running a fitness business has a great deal of uncertainty about the future, especially right now and we have many future plans to build out new predictive models to support them.

We’ll provide operators with a tool that can fill that knowledge gap about future trading which, in turn, will allow them to act more quickly – both defensively and offensively.

What advice would you give to operators?
We would like every organisation to understand that the resources they have in their business could be worth a lot more than they think. The value of their business is locked in their data.

We can do things today with standard data sets that we couldn’t even think of five years ago. And this opportunity will only continue to become greater over time.

This trend suggests that every organisation should consider the value it has in its data. It could be the most valuable asset you have over the next 5-10 years.

Sign up here to get Fit Tech's weekly ezine and every issue of Fit Tech magazine free on digital.
Gallery
More features

Fit Tech Leadership Report

Fit tech is a growing, competitive sector. Executive search firm, Stronger Talent, recently analysed the backgrounds of more than 300 fit tech executives to provide insights into recruiting strategies, as Pete Leibman explains

Staying sticky

Bob Lawson explains how digital fitness platforms and apps can maximise retention and prevent churn
people

Devi Mahadevia

Facebook director of sports and fitness partnerships
With Facebook paid online events, publishers can charge viewers to attend a video livestream on their Facebook pages or a third party video service
Editor's letter

Big (fit) tech

We’re entering the age of the wellness mega-corp, with the ultimate goal for investors being to dominate health and wellness markets in every channel. Prepare to expect the unexpected in this convergence of health, fitness and wellness

Virtual wellbeing check

Feelings of pressure, isolation and performance anxiety are commonly experienced by athletes, however it isn’t always easy for clubs to identify those who are struggling. Richard Lucas, founder of GoVox, explains how technology can help

Digital retention top performers

Three digital fitness platforms tell Fit Tech how they work to achieve higher levels of customer retention
people

Kevin Dawidowicz

President, CoachMePlus
Fitness apps are designed to train clients, without a trainer on the other side. We give coaches a tool for connection

Sky x Fiit

Fiit has secured a deal with TV giant Sky, to make its virtual workout platform available through the subscription-based Sky Q service. With 20 per cent of Fiit users now accessing the app through Sky, Fit Tech speaks to Fraser Stirling and Daniel Shellard to find out more

Clubs without walls

Venueserve Fitness is working with the Health Club Collection to drive its digital customer engagement
interview

Preston Lewis, Black Box VR

We’ve had to create training experiences that show users how to grab handles in the virtual world that are mapped to our real-world machine

Funxtion: A brand new app

FunXtion and GoodLife Fitness are collaborating to help Canadians stay fit in the gym and at home
interview

Rodrigo Jesus, Salus Optima

We recognise that we can digitise most of the coaching experience, but we also recognise that the human in the loop is irreplaceable
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