Realising that leisure services had to develop their income streams through fitness, the council recruited the services of Alliance Leisure. REPS accredited sales training was delivered to all staff within the council’s 5 leisure centres. This introduced a simple sales process to maximize all enquiries.
Monthly sales and retention meetings were conducted to keep sites focused on membership sales and retention of existing customers.
With the system embedded within the sites, Alliance worked with the authority to develop effective seasonal campaigns to further drive their direct debit membership. Over a 12-month period, membership grew from 803 to 947 (18% growth) and DD income increased by 24%.
Alliance was also utilized to project manage the early phases of Blackburn’s Re:fresh leisure initiative. This provides free leisure activities to residents in the borough.
“Since working with Alliance we’ve addressed some real issues in relation to sales and retention. Training, promotions and consultancy have been fully appropriate for both our staff and customers.
“The membership growth and increase in income reflects the quality of our partnership with Alliance and the commitment from everyone involved.”
Steve Fitzmaurice, General Manager: Leisure, Entertainment and Catering.