Roefield Leisure entered into a 4 year income-share partnership with Alliance Leisure in 2011. The centre, based in Clitheroe Lancashire, had experienced some growth in income following a development of its facilities in 2008 but needed a boost to membership numbers to achieve the projected business plan. Alliance were recruited as a sales, marketing and retention partner to realise this potential.
Through staff training, the introduction of a professional enquiry process, targeted membership campaigns and a continued focus on customer retention, fitness memberships increased from 793 to 1033. In 2015 the partnership was extended for another 3 years with Alliance investing further in the partnership with additional social media and online advertising, and digital software to support Roefield’s member journey process.
“Our partnership with Alliance has become integral to how we operate our business. Our daily focus on memberships and customer excellence has been driven from the outset of our relationship and is shown in the income performance we are now achieving. We have increased our income, lowered our attrition rate, increased instructor productivity and extended our members’ length of stay.”
“Alliance have helped us change our approach to marketing and lead generation and we’re doing so much more online. This is easier to monitor and quicker to implement when we need a quick win. Their expertise in Digital marketing means each month I have leads in front of me without actually having to do any work!”
Health & Fitness Manager