CASE STUDY 

How a partnership with MoveGB complements Parkwood Leisure

Parkwood Leisure manages more than 80 facilities on behalf of a wide range of local authorities throughout England and Wales. They work in partnership with local authorities to create active communities and provide those communities with the very best service.

 
 

Parkwood Leisure is always looking for ways to create sustainable new revenue streams and to create incremental value. Longer customer tenure and lifetime value are critical metrics for success.

An objection sometimes faced by MoveGB is that the service extracts value from the established chain by cannibalising the operator’s existing customer base, not adding to it.

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Parkwood Leisure and MoveGB collaborated on a study to investigate the effects of a live, 2-year partnership at Hengrove Park Leisure Centre (HPLC) in Bristol.

At Hengrove there are 1,718 matched customers between MoveGB and Parkwood Leisure.

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“88% of the 1,718 matched customers were Move members who then joined Hengrove Parkwood Leisure. 12% of these were HPLC members who then joined Move.”

The Results

Since joining Move in July 2017, Move has contributed

1320

Net new customers

+49

New customers for every 1 active member who has left

168

Re-engaged lapsed members

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