5 Reasons Why Hyper-Personalization is the Key to Growth for Gyms

Marketers have long recognized the value in customer segmentation and appealing to leads on a more focused basis. Meanwhile, the differences between gym users are made more stark due to metabolic, genetic, and psychological factors that go into completing workouts.

Varying attitudes and thresholds to gym usage can make the differences between users far more apparent, so it’s worth businesses prioritizing hyper-personalization throughout their operational models.

The fitness industry is also heavily impacted by churn. The complex nature of workouts mean that around half of new gym members quit within six months, while 23% report quitting as a result of failing to use their membership.

Hyper-personalization can help address this issue and build more valuable connections with customers.

In terms of securing growth, hyper-personalization is a strategy that could be pivotal in building a sustainable scaling process. With this in mind, let’s explore five key reasons why improving your approach to personalization will be key to growing your gym:

AI-Powered Experiences

While digital transformation is making waves in the world of eCommerce, brick-and-mortar businesses like gyms are also beginning to make significant improvements to their operations thanks to technological innovations.

With more access to information on members than ever before, gyms can deliver personalized suggestions based on how they use different services.

In terms of retention, this means that artificial intelligence and machine learning (ML) platforms can help to use data to deliver accurate predictions on when members are more likely to leave, new prospects who are more receptive to joining, and which users are most receptive to joining new classes.

Tools like Keepme.ai can help bolster the marketing side of gym management by providing hyper-personalized experiences to members who are projected to be more likely to be receptive to specific offers, promotions, or messaging.

This helps to allocate the right resources to the right prospect, paving the way for more growth in a cost-effective manner.

Interconnectivity to Boost Engagement

With churn extremely high among gym goers, adding an element of personalization to equipment can be a game changer in fostering greater engagement.

Technologies like BIOCIRCUIT combine fitness plans with training software to deliver fully customized circuit programs.

This allows automation technology to design bespoke schedules that suit a user’s weight loss, healthy aging, or muscle-building goals. It can also offer tailored workouts to help users to achieve the best possible results at a faster pace, helping to prevent churn due to a lack of application or failure to see the desired results.

Focused Marketing

Hyper-personalization empowers more gyms to tailor their marketing efforts to specific customer segments based on the way they use the facilities.

With the help of the masses of data gymgoers generate through their purchases and class sign-ups, gyms can optimize advertising spend, refocus channels and messages that resonate the most, and automate systems with ML algorithms to streamline the resources required to achieve hyper-personalization.

For instance, your gym POS system can help personalize your marketing campaigns by pinpointing the wants and needs of specific customer segments, helping to improve the impact of promotions and offers while preventing inaccuracies within messaging.

Contextual Interactions

Technology can also help to build more contextual customer interactions. By developing a rules-based engine to deliver personalized messages based on pre-defined triggers, gyms can use the data that customers generate to help them discover the wider capabilities of your facilities.

Factors like the classes members like, how their referrals are using facilities, visiting times, and any other metadata that’s accessible can help to determine a user’s journey stage and assess their receptiveness to specific classes.

This can be a particular draw for growing gyms. By introducing your members to new classes based on their likelihood to visit, you can manage your expansion without damaging the customer experience by overbooking the class.

Learning from a Feedback Loop

Another way hyper-personalization can help gyms scale is through establishing a feedback loop.

The receptiveness of users to personalized experiences can help gyms fine-tune their systems. For instance, if a user responds favorably to contextual communication and signs up for a new class, the information about the user’s specific segment and demographics is fed back into the system for algorithms to better understand which customers are more likely to respond positively to certain recommendations in the future.

The Path to Preventing Churn

Churn affects gyms and fitness centers more disproportionately than most industries, and it’s for this reason that hyper-personalization can be a major asset when undertaking growth.

Gyms can benefit from utilizing automation tools like AI and advanced POS systems to gain actionable insights into their users and facilitate their growth by limiting instances of churn. This will help to build a sustainable scaling plan that can help you to take your next steps within the industry with confidence.