As fears of Covid-19 fade and people turn their attention to getting in shape for summer, many leisure centre and gym managers are exploring opportunities to make the experience the best it can be for facility visitors.
For this month’s Fast Five, we put five questions to Jonas Leisure’s Business Manager Ian Wilcock to get his perspective on the importance of face-to-face communication with customers and how technology can turbocharge the customer experience.
As Covid restrictions recede many people want to get outside, enjoy physical activity and improve their fitness. These days we’re all far more aware of the importance of staying healthy. There’s a great opportunity for our industry to get more people involved in exercise so they can improve their physical and mental wellbeing.
The leisure and recreation industry has become far more sophisticated in the way it caters for a wider, more diverse and more knowledgeable customer base. Leisure and recreation centres have reduced barriers to participation with a variety of different pricing models catering for both casual and regular facility visitors, easier payment options, and contract options that are less restrictive and don’t tie customers in for long periods.
Face-to-face interactions are still very important. Technology’s role is to create, support and inform these opportunities. Everyone wants to be recognised and valued, and it’s important that the leisure and fitness experience is personalised. Technology should provide the data and feed the channels to drive this on a consistent, scalable level. For example, supplementing your face-to-face interactions with well thought out automated messaging and course or venue specific updates can keep people in the know, deliver information tailored to specific customers’ or members’ needs, and ultimately create a more personalised experience.
The way it has matured so rapidly over the last 10 years – it’s far more professional now.
I’m really looking forward to getting some cycling in over the summer.
