Elevate | Fit Tech promotion
Elevate | Fit Tech promotion
Elevate | Fit Tech promotion
features

Promotional feature: Alliance Leisure

Leisure centres have a way to increase their sales, income and reach without any financial outlay. Alliance Leisure’s client support manager, Paul Woodford, explains how the company’s ‘No Risk’ package works

Published in Health Club Management 2014 issue 6

What does your No Risk, Performance-based support package entail?
It’s something that’s unique to Alliance Leisure – you won’t find it offered by any other company. We bundle all our products together – anything from training courses to e-marketing software – and the client benefits from a huge amount of resources, which represents a great saving.

The package we offer to leisure sites is a true partnership where we take all the risk upfront, meaning there’s no upfront costs for the operator. Also, we are in the partnership for the long haul – usually around five years. It’s certainly not just a question of sending a sales team into a facility for a short while or doing some one-off training.

But of course, we’re not just there to create savings for them, but to actively grow their income.

Why should a leisure site employ your services?
In the current financial climate many facilities, especially local authorities or trusts, simply don’t have the budget to develop their businesses. Even if they did have a budget to begin with, marketing and training budgets are the first things to disappear in a cost-cutting exercise.

We only take an income when we hit and exceed the target that we’ve set within the partnership with the client for income growth.

It sounds perfect – so why wouldn’t a business want to take up this kind of offer?
Obviously if a site is performing well they wouldn’t want to bring us into the mix. But the reality is that most of these businesses need some help. Also, it’s not just a case of us coming in to bring revenues back up to sustainable levels, but about creating fresh income sources that the site would never have achieved on its own.

Apart from your complete bundle of products and resources, what else do clients receive?
The first thing we do once the contract is agreed is to assign them a dedicated account manager who becomes like one of their permanent members of staff. This account manager might attend the site or sites several times a week or several times a month, depending on the scale of the contract and the requirements of the client.

It’s important to note that our representative is certainly not a threat to the existing staff or there to make any cuts to the current operations.

They’re there to coach staff and mentor them, and to co-ordinate and ensure the correct implementation of our marketing strategies and the required training, etc.

What percentage of Alliance Leisure’s business does income share represent?
As we work with many local authority leisure sites, just about half of our business is now conducted on an income share basis. We don’t currently work with any private operators in this way, but that’s not to say we wouldn’t consider it if approached by an appropriate client.

Can you give us an example of successful income share project?
Birmingham City Council approached us. It had 10 constituencies where all the leisure sites across those constituencies were operating quite independently, and the branding also needed refreshing across all their leisure offers. The council decided that it needed to change that culture, as well as boost its income. Three years after Alliance first became involved, we’ve now grown that income by 130 per cent.

How did you achieve this?
We used a variety of methods, which of course included drawing on our whole portfolio of resources.

Our starting point was to go in and thoroughly train all 800 members of staff over a four-month period.

We also gave them an impact sales team consisting of four people, not just to assist with sales in the early stages but also to facilitate ongoing sales training where it was needed across the organisation.

To boost marketing, we ran five big city-wide campaigns over a year, using local radio and press, banner advertising and social media. These types of large campaign may typically cost around £10,000 a time to run, but they were all included in the contract. Alliance Leisure’s in-house designers also worked with Birmingham City Council’s central team to come up with refreshed branding.

The whole contract has been a great success, and the client is delighted with the sustained rise in income.

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

Promotional feature: Alliance Leisure

Leisure centres have a way to increase their sales, income and reach without any financial outlay. Alliance Leisure’s client support manager, Paul Woodford, explains how the company’s ‘No Risk’ package works

Published in Health Club Management 2014 issue 6

What does your No Risk, Performance-based support package entail?
It’s something that’s unique to Alliance Leisure – you won’t find it offered by any other company. We bundle all our products together – anything from training courses to e-marketing software – and the client benefits from a huge amount of resources, which represents a great saving.

The package we offer to leisure sites is a true partnership where we take all the risk upfront, meaning there’s no upfront costs for the operator. Also, we are in the partnership for the long haul – usually around five years. It’s certainly not just a question of sending a sales team into a facility for a short while or doing some one-off training.

But of course, we’re not just there to create savings for them, but to actively grow their income.

Why should a leisure site employ your services?
In the current financial climate many facilities, especially local authorities or trusts, simply don’t have the budget to develop their businesses. Even if they did have a budget to begin with, marketing and training budgets are the first things to disappear in a cost-cutting exercise.

We only take an income when we hit and exceed the target that we’ve set within the partnership with the client for income growth.

It sounds perfect – so why wouldn’t a business want to take up this kind of offer?
Obviously if a site is performing well they wouldn’t want to bring us into the mix. But the reality is that most of these businesses need some help. Also, it’s not just a case of us coming in to bring revenues back up to sustainable levels, but about creating fresh income sources that the site would never have achieved on its own.

Apart from your complete bundle of products and resources, what else do clients receive?
The first thing we do once the contract is agreed is to assign them a dedicated account manager who becomes like one of their permanent members of staff. This account manager might attend the site or sites several times a week or several times a month, depending on the scale of the contract and the requirements of the client.

It’s important to note that our representative is certainly not a threat to the existing staff or there to make any cuts to the current operations.

They’re there to coach staff and mentor them, and to co-ordinate and ensure the correct implementation of our marketing strategies and the required training, etc.

What percentage of Alliance Leisure’s business does income share represent?
As we work with many local authority leisure sites, just about half of our business is now conducted on an income share basis. We don’t currently work with any private operators in this way, but that’s not to say we wouldn’t consider it if approached by an appropriate client.

Can you give us an example of successful income share project?
Birmingham City Council approached us. It had 10 constituencies where all the leisure sites across those constituencies were operating quite independently, and the branding also needed refreshing across all their leisure offers. The council decided that it needed to change that culture, as well as boost its income. Three years after Alliance first became involved, we’ve now grown that income by 130 per cent.

How did you achieve this?
We used a variety of methods, which of course included drawing on our whole portfolio of resources.

Our starting point was to go in and thoroughly train all 800 members of staff over a four-month period.

We also gave them an impact sales team consisting of four people, not just to assist with sales in the early stages but also to facilitate ongoing sales training where it was needed across the organisation.

To boost marketing, we ran five big city-wide campaigns over a year, using local radio and press, banner advertising and social media. These types of large campaign may typically cost around £10,000 a time to run, but they were all included in the contract. Alliance Leisure’s in-house designers also worked with Birmingham City Council’s central team to come up with refreshed branding.

The whole contract has been a great success, and the client is delighted with the sustained rise in income.

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

Into the fitaverse

Fitness is already among the top three markets in the metaverse, with new technology and partnerships driving real growth and consumer engagement that looks likely to spill over into health clubs, gyms and studios
Fit Tech people

Ali Jawad

Paralympic powerlifter and founder, Accessercise
Users can easily identify which facilities in the UK are accessible to the disabled community
Fit Tech people

Hannes Sjöblad

MD, DSruptive
We want to give our users an implantable tool that allows them to collect their health data at any time and in any setting
Fit Tech people

Jamie Buck

Co-founder, Active in Time
We created a solution called AiT Voice, which turns digital data into a spoken audio timetable that connects to phone systems
Profile

Fahad Alhagbani: reinventing fitness

Let’s live in the future to improve today
Opinion

Building on the blockchain

For small sports teams looking to compete with giants, blockchain can be a secret weapon explains Lars Rensing, CEO of Protokol
Innovation

Bold move

We ended up raising US$7m in venture capital from incredible investors, including Andreessen Horowitz, Khosla Ventures, Primetime Partners, and GingerBread Capital
App analysis

Check your form

Sency’s motion analysis technology is allowing users to check their technique as they exercise. Co-founder and CEO Gal Rotman explains how
Profile

New reality

Sam Cole, CEO of FitXR, talks to Fit Tech about taking digital workouts to the next level, with an immersive, virtual reality fitness club
Profile

Sohail Rashid

My vision was to create a platform that could improve the sport for lifters at all levels and attract more people, similar to how Strava, Peloton and Zwift have in other sports
Ageing

Reverse Ageing

Many apps help people track their health, but Humanity founders Peter Ward and Michael Geer have put the focus on ageing, to help users to see the direct repercussions of their habits. They talk to Steph Eaves
App analysis

Going hybrid

Workout Anytime created its app in partnership with Virtuagym. Workout Anytime’s Greg Maurer and Virtuagym’s Hugo Braam explain the process behind its creation
Research

Physical activity monitors boost activity levels

Researchers at the University of Copenhagen have conducted a meta analysis of all relevant research and found that the body of evidence shows an impact
Editor's letter

Two-way coaching

Content providers have been hugely active in the fit tech market since the start of the pandemic. We expect the industry to move on from delivering these services on a ‘broadcast-only’ basis as two-way coaching becomes the new USP
Fit Tech People

Laurent Petit

Co-founder, Active Giving
The future of sports and fitness are dependent on the climate. Our goal is to positively influence the future of our planet by instilling a global vision of wellbeing and a sense of collective action
Fit Tech People

Adam Zeitsiff

CEO, Intelivideo
We don’t just create the technology and bail – we support our clients’ ongoing hybridisation efforts
Fit Tech People

Anantharaman Pattabiraman

CEO and co-founder, Auro
When you’re undertaking fitness activities, unless you’re on a stationary bike, in most cases it’s not safe or necessary to be tied to a screen, especially a small screen
Fit Tech People

Mike Hansen

Managing partner, Endorphinz
We noticed a big gap in the market – customers needed better insights but also recommendations on what to do, whether that be customer acquisition, content creation, marketing and more
More features