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Supplier showcase: Clubs without walls

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

Published in Fit Tech 2021 issue 1

The Health Club Collection, a group of boutique health clubs operating in and around London since the early 1990s, has collaborated with Venueserve Fitness to develop its live streamed and pre-recorded online content to fulfil its long-term strategy of delivering clubs without walls.

The Health Club Collection includes the Bankside Fit Hub, the River Bourne Club and Rize. Each club has its own unique brand and client base, but all have benefited from using the white-label digital workout platform provided by Venueserve Fitness.

Heidi Blackburn, operations director at The Health Club Collection says: “We introduced the online platform as a way to connect with our members during lockdown. However, we always had the belief that online wellness was something we wanted to provide; it was inevitable for the leisure sector.

Fast to market
“The pandemic simply sped up our implementation of this strategy. We needed to be fast to market with our virtual offer, and the content had to be authentic, meaningful and ensure our instructors had online security built in. We wanted to be able to offer our members a round-the-clock ‘lifestyle’ experience, and Venueserve Fitness helped us to fulfil our desire.”

The Health Club Collection’s River Bourne Club in Chertsey has a suburban demographic, and is now creating bespoke training schedules for some of its niche markets, as Blackburn explains: “We have a lot of members who are retired. We can provide comprehensive, bespoke training plans for this group online; something that’s costly in person. For our prime-time customers aged 65+, our inspirational instructor Dee, who is 70 years old herself, has created some fantastic lower impact, age-specific sessions.

Creating content
“At first we wondered if this age group would engage with the online technology, and we filmed some short ‘How to’ instructional videos, but they’ve tuned-in and turned up. Now we’re creating more content for other demographics, including post and pre-natal.

“The fantastic thing about virtual wellness is we can provide a vast range of content cost-effectively. We’re also considering online teenage/youth sessions, prehab and rehab sessions, weight loss with nutrition programmes and long-Covid recovery support.”

The platform creates an opportunity to grow the business, according to the Health Club Collection’s group sales and marketing manager, Ian Hassett, who says: “Virtual provision naturally creates flexibility and extends our membership offer. As the Venueserve Fitness platform is white-label, we can customise it to look and feel like our own brands, so our customers feel connected to our clubs.

Customer engagement
“Brand loyalty is important for customer retention. Members can use the online platforms should they be working from home, away with business, on holiday or too busy to get to the club itself. The reports created by the platform show both pre-recorded and live streamed sessions are popular. What we’ve learned is that choice and convenience is important to customers.”

To find out more visit fitness.venueserve.com

“We wanted to be able to offer our members a round-the-clock ‘lifestyle’ experience, and Venueserve Fitness helped us to fulfil our desire” – Heidi Blackburn, The Health Club Collection

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

Supplier showcase: Clubs without walls

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

Published in Fit Tech 2021 issue 1

The Health Club Collection, a group of boutique health clubs operating in and around London since the early 1990s, has collaborated with Venueserve Fitness to develop its live streamed and pre-recorded online content to fulfil its long-term strategy of delivering clubs without walls.

The Health Club Collection includes the Bankside Fit Hub, the River Bourne Club and Rize. Each club has its own unique brand and client base, but all have benefited from using the white-label digital workout platform provided by Venueserve Fitness.

Heidi Blackburn, operations director at The Health Club Collection says: “We introduced the online platform as a way to connect with our members during lockdown. However, we always had the belief that online wellness was something we wanted to provide; it was inevitable for the leisure sector.

Fast to market
“The pandemic simply sped up our implementation of this strategy. We needed to be fast to market with our virtual offer, and the content had to be authentic, meaningful and ensure our instructors had online security built in. We wanted to be able to offer our members a round-the-clock ‘lifestyle’ experience, and Venueserve Fitness helped us to fulfil our desire.”

The Health Club Collection’s River Bourne Club in Chertsey has a suburban demographic, and is now creating bespoke training schedules for some of its niche markets, as Blackburn explains: “We have a lot of members who are retired. We can provide comprehensive, bespoke training plans for this group online; something that’s costly in person. For our prime-time customers aged 65+, our inspirational instructor Dee, who is 70 years old herself, has created some fantastic lower impact, age-specific sessions.

Creating content
“At first we wondered if this age group would engage with the online technology, and we filmed some short ‘How to’ instructional videos, but they’ve tuned-in and turned up. Now we’re creating more content for other demographics, including post and pre-natal.

“The fantastic thing about virtual wellness is we can provide a vast range of content cost-effectively. We’re also considering online teenage/youth sessions, prehab and rehab sessions, weight loss with nutrition programmes and long-Covid recovery support.”

The platform creates an opportunity to grow the business, according to the Health Club Collection’s group sales and marketing manager, Ian Hassett, who says: “Virtual provision naturally creates flexibility and extends our membership offer. As the Venueserve Fitness platform is white-label, we can customise it to look and feel like our own brands, so our customers feel connected to our clubs.

Customer engagement
“Brand loyalty is important for customer retention. Members can use the online platforms should they be working from home, away with business, on holiday or too busy to get to the club itself. The reports created by the platform show both pre-recorded and live streamed sessions are popular. What we’ve learned is that choice and convenience is important to customers.”

To find out more visit fitness.venueserve.com

“We wanted to be able to offer our members a round-the-clock ‘lifestyle’ experience, and Venueserve Fitness helped us to fulfil our desire” – Heidi Blackburn, The Health Club Collection

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

Clubs without walls

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

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
interview

Blurring the lines

Les Mills has launched a suite of digital solutions to help gyms future-proof by expanding their reach in the booming online fitness space, while complementing their live offerings. Steph Eaves talks to Les Mills International’s CMO Anna Henwood to find out more

Collect wind power as you move

Researchers in China have designed a tiny device that can scavenge wind energy from the breeze you make when you walk or run

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

Rodrigo Jesus, Salus Optima

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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
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
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

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
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