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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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Featured supplier: Myzone kicks off #WorkOutToHelpOut campaign
In response to the UK government’s Eat Out To Help Out scheme, Myzone has launched the Work Out To Help Out campaign.
Featured supplier: The Virtual Revolution: Hutchison Technologies help operators motivate members
Hutchison Technologies virtual solutions are helping operators expand their virtual offering and get motivated members back into the club.
Company profile: Hedgehog Concept Ltd
Ground breaking leisure and fitness club management software. Software that has incisive focus on the ...
Company profile: Fisikal Limited
Fisikal helps fitness professionals, operators and education organisations improve efficiencies and service through its online ...
Freemotion FUSION Team Training
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Get Fit Tech
Sign up for the free digital edition of Fit Tech magazine and the free weekly Fit Tech ezine
Sign up
Spa software
ResortSuite: Spa software
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Fitness Software
FunXtion International BV: Fitness Software
Software
Volution.fit: Software
Direct debit solutions
Harlands Group: Direct debit solutions
30 Sep 2020
Exhibition Centre Cologne, Cologne, Germany
01-04 Oct 2020
Online,
07 Oct 2020
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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
Editor's letter

Monetising digital

Having made a lightening fast pivot to digital during lockdown, gym operators are now figuring out how to optimise the assets they’ve invested in – it’s time to monetise digital and find ways to create hybrid models
interview

Will Ahmed, Whoop

Whoop is taking wearable technology to the next level, providing deeper insights into individuals’ physiology and enabling optimised training. Founder and CEO Will Ahmed talks to Steph Eaves about the importance of personalised feedback
interview

Lindsay Cook, FitOn

Not everyone can afford an expensive piece of fitness equipment or a personal trainer, but everyone has a smartphone
interview

Forme Life: Trent Ward & Yves Béhar

I think the big ‘a-ha’ moment was when we had the idea that a mirror would be the best way for somebody to learn
people

Ian Mullane

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

Fighting COVID-19

In the aftermath of the pandemic, people will be more aware of the importance of their health and the strength of their immune system. Can fit tech alert users to potential immunodeficiencies or symptoms? And might these products assist governments? We asked industry leaders for their predictions
people

Richard Hanbury

Founder and CEO, Sana
I was in Yemen, close to the capital, Sana’a, when I had the accident that put me in a wheelchair and gave me a chronic nerve damage pain problem. This led me to develop the underlying technology of Sana
people

Patrick Lucey

VP of AI, Stats Perform
We can capture tracking data from historical videos, enabling us to do large scale comparisons of players, such as Michael Jordan, across eras
interview

Daniel Sobhani, Freeletics

People are set up for failure by the fitness industry with false promises and unrealistic expectations. We’ve always wanted to put a stop to this, and with Mindset Coaching we’re taking the next step
interview

Digital ecosystem

The digitisation of the sector was going to happen anyway. COVID-19 has simply accelerated the digital transformation
interview

Paul Bowman, Wexer

The future of fitness is hybrid, says the CEO of Wexer. He shares his thoughts on why and how the industry should embrace this change

Functional wearables

A new ultra-thin, stretchable electronic material could be a game changer for wearable tech
Core/Stairmaster
Core/Stairmaster