CASE STUDY 

How to retain a passionate member base left out in the cold by Covid

Leading edge technology, motivating gamification techniques and a passionate operator combine to deliver a superb customer experience, plus driving new revenue at the same time.

Astley Sports Village is an operator in Lancashire which worked with partners Gladstone, Move and Myzone® to set-up and deliver high-quality online class experiences during the lockdown periods.

Astley’s membership base is a highly active one: It boasts about 900 Members of which a significant number are Myzone® users, so it was especially important to take rapid action when the pandemic stuck and periods of closure were enforced.

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The social layer and gamification of the  Myzone® product provide strong nudges for customers to come back to Astley’s offerings and attend further classes. 

Nearly ⅕ of the entire Astley membership base accessed the virtual workouts during lockdown.

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“30 online classes and workouts every week were made available throughout the lockdowns to live stream through Gladstone’s MoveAnywhere platform (powered by Move) integrated with the brilliant MZ-Remote screen.”

The Results

Highest active retention of all MoveAnywhere partners to date

204

Member sign-ups and 827 attendances to date (out of approx 900 members)

3

Attendances per customer per week (on week commencing 9th Nov 2020)

20%

Of Astley Sports Village membership base engaged in less than 6 weeks

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