Understanding Glofox Multi-Location Insights

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This article will take you through; 

  1. Glofox Insights Overview
  2. Metric definitions
  3. How to read the graphs
  4. Next steps and additional support

Glofox Insights Overview

Glofox Insights are the data trends, industry benchmarks and tailored Key Performance Indicators (KPIs) to understand how your business can respond to the current crisis and beyond.

We are committed to helping you as much as possible during this unprecedented time. One of our strategies is to share your data trends and industry benchmarks so you can monitor the impact and recovery of your business.

You can now analyze emerging market trends based on our aggregated insights from some of the world’s largest fitness businesses in over 50 countries on Glofox. 

As an early user of Glofox Insights we’d love to hear your feedback. Like the report or want to drill further down to see the data behind the numbers? Let us know at analytics@glofox.com

 Terminology

  • A graph or chart is a diagram showing the relationships between two or more things
  • A benchmark is a standard or point of reference against which things may be compared (in this instance we have Country benchmarks).
  • Median is the "middle" of a sorted list of numbers. For example, the Median of 3, 4, 6, 8, 9 would be 6, the middle number. This gives us a good idea of where the midpoint is from the thousands of gym data we have. We use median instead of average (or mean) as that would be affected by outliers (i.e. Gyms with really high or low anomalies would be ignored here).

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Metric Definitions

Active Members 

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What is this metric?

This is the current total of Active Members that have an active membership in your Gym or Studio.

How is it calculated?

These are clients who have a membership that has a start date in the past (or today) with expiry date or next payment date in the future and is not paused. The number that is calculated reflects the Active Members from the date the report was pulled. This number excludes Trials, Leads, or any Credit Packs. This data is in line with the Active Members Report available in the Glofox Dashboard.  If you have a roaming account or multiple locations this will only include members from your home location.

Why is this important?

Generally, this metric will outline your overall success as this is typically the largest driver of revenue for a fitness business. Given the COVID-19 crisis, you can expect this to be trending downwards as members cancel or pause their Memberships. 

How can I improve this metric?

To improve this number the focus should be on increasing your member base. One of the best ways for you to retain Members and grow your business during gym closures is to offer Live and On-Demand classes. By allowing your Members to continue on their fitness journey you will hopefully avoid losing significant revenue and possibly even extend your reach as more and more people are looking for ways to replace their usual gym routine. There are two ways you can do this; 

  1. Set up Live Streaming Classes for your Members (This option is best if you want to continue charging for classes as normal and maintain your usual schedule). To find out more about this option, read the following article; 
  2. Host On-Demand Classes on the Community section of your Member App (Best for adding additional value to Membership and extending reach via Push, SMS, Social Media. 

Click here to learn more about keeping Members engaged during the COVID-19 crisis.

As well as offering Live and On-Demand Classes, you can also make use of social media, email marketing, SMS, etc, to market your studio or gym. Check out the following articles and webinars for more information;

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Paused / Frozen Members 

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What is this metric?

This is the number of Members paused or frozen during the period. A pause on a Membership is the action of pausing or freezing a member's access and payments for a period. This number is likely trending upwards due to closures during COVID-19. 

How is it calculated?

This is a count of all Members in this paused status. The 'Paused Membership' filter will allow you to find these members to message them, unpause them, or edit their profile.  Here is some further information on how to get this information in Glofox here

Why is this important?

Paused members are non-paying members so they will have a direct impact on your cash flow. However, a pause on a Membership allows us to assume that that particular Member will at some point resume their Membership, to become an Active Member again. This gives us great insights into future revenue projections. 

How can I improve this metric?

Pre and Post COVID-19, you can assume that most Paused Memberships are due to holidays, injuries, bereavements, etc, but in a COVID-19 world, most of these Members will have paused because they are no longer able to attend your facilities.

The ideal scenario, in this case, will be to move as many Paused Memberships to Active ones as soon as possible. This can be challenging with Government restrictions in place but there are some things you can do. 

Anything you do to obtain and retain members will also impact Paused Memberships, for example, you can entice a Paused Member to Unpause before your studio or gym reopens by offering them Live and On-Demand Content. 

Check out the following articles for more information on Pausing and Unpausing Memberships;

 

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Member Cancellations  

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What is this metric?

The number of members that have canceled their membership and membership subscription during a period. 

How is it calculated?

This is calculated by the total number of member cancelations during a period.

Why is this important?

A canceled member is a lost member and may be difficult to win back. Lost or churned members have a direct impact on your revenue so understanding this metric is vital so you can easily spot problems and find solutions as soon as possible. 

How can I improve this metric?

There are two things you can do to improve this metric. 

  1. Avoid cancellations as much as possible by continuing to offer quality content that adds value to Memberships during gym closures, and engaging with your Members to ensure they’re getting the most out of their Membership. 
  2. Re-engaging with canceled Members to notify them of: added value to Memberships like Live and On-Demand content or special offers on Memberships that will hopefully entice them back. 

To find churning Members from the Dashboard, you can filter your Client list to Members that haven’t booked in a while. Or to find canceled Members (More likely during COVID-19) you can use the ‘No membership’ Client Filter. You can then download that list for email marketing, call them directly, send and SMS, or send them a group Push Notification. More information on this is available in the following articles; 

Please note: Client Filters are not available on all Glofox Packaged, for more information or to upgrade, please reach out to customersuccess@glofox.com

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Overdue Members

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What is this metric?

The total number of members who are currently Overdue or in a locked state. 

How is it calculated?

An Overdue Membership is when a member has an outstanding failed payment on their account, they will no longer be able to make bookings or attend classes. This only affects those on Recurring Membership, as Single Memberships won’t start unless a payment is made. This metric will be in line with the Overdue Filter data in the Glofox Dashboard. More information here.

Why is this important?

Overdue members are members that have missed one of their recurring payments so are marked as ‘unpaid’ which has a direct impact on your cash flow. The most common failed payment reason is member card declines so there is an opportunity to retry these payments so funds can be recovered.

How can I improve this metric?

Stripe will automatically attempt to take a current payment three times before your Member enters an Unpaid state. After this, you can use the Overdue Member filter to locate and action failed payments which will take your Members out of an Unpaid state. 

Additionally, you can also request access to a new feature that will allow you to automatically retry failed payments after your Member enters a locked state. However, this can often cause a negative customer sentiment with your clients so consider this carefully before reaching out to us to enable it for you. 

Read the following articles for more information;

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Total Studio Revenue

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What is this metric?

Total Studio Revenue relates to the Gross Revenue made by you during a period.

How is it calculated?

The sum of Total Gross Revenue by a Studio or Gym during a period. This will be in line with the Revenue Report in the Glofox Dashboard.

Why is this important?

This is the most important metric for your business as it outlines the gross sales from all your revenue sources (memberships, classes, store items, etc.)

How can I improve this metric?

There are lots of ways you can increase your gross revenue. Pre and post COVID-19, you can set up enticing Membership options, increase class schedules, test out optimal class times, hire great staff, etc. During COVID-19 you may find this a little difficult. Start with offering Live and On-Demand classes to ensure you’re maximizing your Membership revenue then look at ways to add items to your Member App store. Things like adding gift cards so your Members can support you now and potentially increase your reach. Branded items like water bottles, t-shirts can also be a great addition. 

Read the following articles for more information; 

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Bookings

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What is this metric?

The number of bookings made during a time period.

How is it calculated?

This is the total number of bookings made during the period excluding bookings cancelled bookings and bookings on the waitlist. The timeframe is dependent on the classes held and not when the booking was made.

Why is this important?

If you run classes, bookings will be a leading indicator of usage and member engagement.

How can I improve this metric?

The best way to improve this metric is to continue offering classes during gym closures by switching to Online. If you are not already running online classes, click here for our guide on how to get started. Once you’ve started taking bookings for Online classes, you will instantly see a jump in this metric. Improve it even further by marketing your efforts on social media, Push Notification, SMS, and email marketing

Read the following articles for more information; 

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Attendances 

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What is this metric?

The number of visits/accesses during a period.

How is it calculated?

This is calculated by the total number of check-ins during a period. This will correlate to the number of bookings where Class check-ins are managed or where access is managed via the client check-in on the Studio Search view. If you do not utilize check-ins then this number can be ignored.

Why is this important?

By gathering attendance data, you can gain insight into how your classes and courses are performing overall and how your schedule resonates with your clients. 

How can I improve this metric?

Attendances can be improved the same way as bookings. If you are not already running online classes click here for our guide on how to get started. 

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Classes Held 

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What is this metric?

The number of classes held on a weekly basis.

How is it calculated?

This is calculated by counting the number of classes held on a weekly basis

Why is this important?

As we go through the reopening phase, the likelihood of new restrictions on class capacity will apply so you may require to introduce more classes to serve your member base. This will help manage staffing requirements in the reopening phase.

How can I improve this metric?

The number of classes depends on your local Government restrictions as this may limit class capacity but it may also be dependent on the number of staff and their availability.

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Leads Created

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What is this metric?

The number of new leads added during the time period 

How is it calculated?

This metric is calculated by totaling the total leads generated within a specified time period. In Glofox a 'Lead' is a potential client that has expressed interest in attending your gym/studio coming through  

Why is this important?

This metric is important because it measures how well a fitness center is doing with marketing its business to potential members. 

How can I improve this metric?

Here are some suggestions on how to Market Your Online Workouts During the COVID-19 Outbreak

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New Member Sign-ups

What is this metric?

The number of new members signed up during a period 

How is it calculated?

The number of new members signed up during a period. This does not include trials or credit packs.

Why is this important?

In order to grow your business, you will need to consistently add new membership sign-ups. 

How can I improve this metric?

Keep growing your pipeline of leads by ensuring your marketing activities reach the right audience and spread the right message. Here are some ways to leverage the Lead Conversion report to help move prospects from leads to member sign-ups.

 

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How to read the graphs

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There are three columns on each metric which represent the following:

  • The first column shows a current metric for your studio or gym (e.g. Current Active Members - from the date the report was pulled)

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  • The second column shows historical trends - this is mapping historical trends from your studio or gyms from January 1st until the week the report was pulled.

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For example, this ‘Active Members - Weekly Trends’ graph shows a historical trend of weekly Active Members that a studio had during a period. 

The sample above is from the beginning of January to the end of March. The blue line helps us understand the trend of ‘Active Members’ during that particular period. 

Above, we have highlighted in red February 3rd, this shows us that there were 63 Active Members using this Gym or Studio at that particular time. i.e. week ending February 2nd. 

  • The third column is a benchmark chart - this maps historical data of industry data for the thousands of gyms data we have across key countries. This is useful to benchmark your performance against the rest of the industry.

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In the ‘Active Members - Country Benchmarks’ graph above, we are shown global industry benchmarks for you to compare your studio’s statistics against. These metrics are taken from all Glofox registered Gyms and Studios. 

Each Country’s Active Member statistics have been grouped together and a Weekly Median of Active Members is mapped out for each one. 

This is useful for tracking Active Member trends from other Gyms and Studios to help drive you in the right direction and can help you ensure you’re not lagging behind. 

The sample above shows us that the USA has more Active Members than Australia but overall trends for Active Members are pretty similar. 

We have highlighted in red two dates in the above graph. The first on March 16th shows us a peak in Active Members, the second on March 23rd, a significant drop due to COVID-19 affected Gym closures. 

Next steps and additional support 

If you have any issues regarding Glofox Insights, please reach out to us at support@glofox.com, and we will be happy to assist you. In the meantime, check out some of our COVID-19 resources for more tips and best practices to get you to help you through these difficult times. 

👉Podcast: Jack Thomas on Pricing and Packaging Your Online Offering

👉 How to Use SMS to Communicate with Your Members

👉How The World is Preparing for Life After COVID-19 

🦠 Other COVID-19 Resources

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