Glofox Insights: Boost Retention and Improve Class Utilization

Follow

This article will take you through; 

  1. What is Glofox Insights?
  2. What is Retention & Utilization in Glofox Insights?
  3. Getting the most out of your Retention & Utilization data
  4. Next steps and additional support

What is Glofox Insights?

Glofox Insights is an advanced analytics tool. It helps you eliminate the guesswork from your business and get certainty that your actions will have a positive impact on its future. Glofox Insights is an add-on tool, that existing Glofox customers can upgrade to, which allows you to get the most value from your data. If you'd like to learn more about Glofox Insights or if you are considering upgrading to Glofox Insights, reach out to [email protected] and our team will be happy to help you.

What is Retention & Utilization in Glofox Insights?

From the Retention & Utilization dashboard in Glofox Insights, you’ll have a clearer picture of your class performance, resource management, and retention rates.

This includes:

  • Booking Trends
  • Attendance Trends
  • Classes Held
  • Utilization % of Classes
  • Top 10 Most Active Clients
  • Top 10 Least Active Clients
  • Average Membership Duration

Please note;

For our customers using Glofox Insights for Multiple Locations, you can view each of the below dashboards for your overall business as well as per individual gym/studio location.

ScrollOfRetention_Utilization.gif

Getting the most out of your Retention & Utilization data

Each of the segments in Retention & Utilization can be examined in more detail by simply clicking on the data you’d like to know more about. This will provide you with a more granular view of each data segment and help you to make smarter resource allocation decisions for your business. It will also help you improve retention as you take action on your most/least active members and work to improve your average membership duration based on these key insights.

Booking Trends

Booking Trends provides you with a live look at the number of class bookings made each day. You can set a date range to view a full breakdown of class bookings for that period and see how your classes are performing over time. This helps you keep your finger on the pulse of member engagement with your classes and allows you to respond quickly to trends by adding more popular classes and improving any that aren’t performing as well as you would like.

Recommended Action

Expected Result

Look out for peaks and dips in your Booking Trends. For classes with high booking numbers, consider adding more classes or increasing the class size, if possible. For classes with low booking numbers, you may need to consider reaching out to members who attended the individual class in the past and see whether you can improve it based on this feedback to boost booking numbers. Otherwise, it may be worth stopping this class and using your resources more wisely for other activities. Optimized classes; More engaged members; Increased retention; Increased revenue.
Consider setting targets for class bookings and providing rewards to the staff who can hit class booking targets. Increased retention; Increased revenue.

1._Booking_Trends.png

Attendance Trends

Attendance Trends provides you with the number of clients who attended a class per day. You can set a date range to view a full breakdown of attendance rates for that period and see how your classes are performing over time. This is crucial information for improving class attendance, and increasing member satisfaction and engagement.

Recommended Action

Expected Result

Add more classes at popular times. Increased class bookings/attendance; Increased engagement; Happier clients: Increased retention.
Analyze why attendance dropped or peaked at certain times. You could then reward the highest performing staff members or drop the least performing classes. Optimized classes; Incentivized staff; Happier clients; Increased retention.

2._Attendance_Trends.png

Classes Held & Utilization % of Classes

Classes Held gives you clear information on the number of classes held per day. You can set a date range to view a full breakdown of the number of classes for that period and see how your team is performing over time. Utilization % of Classes, on the other hand, shows you whether or not your classes are being attended to full capacity or not. Both of these insights help you make sure that you are making the most of your available team members and that they are providing the right classes based on the demands of your clients.

Recommended Action

Expected Result

Determine which classes are doing the best with Classes Held data. Consider whether it is worth running all of all these classes and whether you should add more. Increased engagement; Happier clients: Increased retention.
Based on the Utilization % of Classes, remove unpopular/underutilized classes, and experiment with adding new types of classes to see if you can increase class utilization. More adaptive to what customers want; Increased engagement; Happier clients: Increased retention.
Analyze class performance by utilization % and offer the classes that are most used by your clients. Optimized class resources; Increased engagement; Happier clients: Increased retention.

3._Classes_Held.png

4._Utilization___of_Classes.png

Top Most & Least Active Clients

Top 10 Most Active Clients reveals the clients with the most bookings in any given time frame. Top 10 Least Active Clients, on the other hand, reveals the clients with the most bookings in any given time frame. With these data points you can make sure that your most active clients are being rewarded for their loyalty which helps increase engagement and boost retention. Alternatively, you can make sure to engage your least active clients to see if there is anything you can do to help them engage more with your brand which reduces the risk of churn and also boosts retention.

Recommended Action

Expected Result

Congratulate your most active clients on social media or in your newsletter for their performance. Incentivized clients; Increased engagement; Increased loyalty; Increased retention.
Reward most active clients with free time/gifts. Incentivized clients; Increased engagement; Increased loyalty; Increased retention.
Run a competition and offer a prize for the most active clients over a chosen period to encourage more activity and class bookings. Incentivized clients; Increased engagement; Increased loyalty; Increased retention.
Ask your most active clients for referrals or for them to be brand ambassadors Increased brand engagement; Increased referrals.
Reach out to your top 10 least active with an offer such as a one month’s free membership, account balance credit or free branded products to get them re-engaged. Re-engaged clients; Reduced risk of churn.

5._Top_10_Most___Least_Active_Clients.png

Average Membership Duration

Average Membership Duration provides you with a figure for the average amount of months that someone stays a member with your gym/studio. This is a really important number as it is a sign of whether your retention rate is in a good place or not. When you look at the stats on retaining an existing customer vs acquiring a new one, the picture is very clear. Acquiring a new customer can cost five times more than retaining an existing customer. The success rate of selling to a customer you already have is 60-70%, while the success rate of selling to a new customer is 5-20%. It’s clear then that keeping your existing customers energized and engaged is paramount for your business’s performance so keeping a close eye on Average Membership Duration and setting targets to increase it is essential to the long-term success of your business.

Recommended Action

Expected Result

Set a target to increase your Average Membership Duration and incentivize your staff to increase it by rewarding them for hitting the target by a certain date.

Incentivized team; Increased retention.

Determine which of your membership types has the longest and shortest duration. For the longest duration memberships, look at what is working and what could be improved to help increase the average membership duration for these memberships. Likewise, for the shortest duration memberships, reach out to the list of clients who are on these memberships as well as past clients who canceled while on these memberships and request feedback to see how you can improve them and increase Average Membership Duration for the future. Increased engagement; Improved membership offering; Increased retention.

6._Average_Membership_Duration.png

Next steps and additional support

Glofox Insights is even more effective when you combine the in-depth knowledge of your Retention & Utilization data with SMS and reach out to your members with that extra personal touch. With an open rate of 98%, SMS is an extremely powerful medium for you to use to increase engagement and member retention. We’ve included some helpful material below to help you get the most out of SMS with Glofox.

We've also included some additional resources below for you to get the most out of Glofox Insights:

If you’d like to get started with Glofox Insights and get the most out of your Retention & Utilization data to help you grow your business, reach out to [email protected].

For any additional support reach out to [email protected] and we will be happy to assist you.

Was this article helpful?
0 out of 0 found this helpful

Comments

0 comments

Please sign in to leave a comment.