We are delighted to hear that tmactive are finalists in the Community Leisure UK Awards 2019. Nominated in the Capital Investment category for the recent Development Project at Larkfield Leisure Centre delivered in partnership with Alliance Leisure, the Community Leisure UK awards aim to recognise, showcase and honour the extraordinary impact of public leisure and cultural services throughout England, Scotland and Wales.
The £1 million redevelopment project was funded entirely by tmactive, with a further £200,000 provided by Tonbridge & Malling Borough Council for replacement gym equipment.
The two phased project took 9 months to complete and included building two new group exercise studios and Kent’s first Immersive Spin Studio, providing local people with over 150 group exercises classes to choose from each week.
During Phase 2 of the project, the Gym was extended and redesigned to include brand new market-leading Technogym cardiovascular and resistance equipment which incorporates new Unity screens, providing touch ID, personalization, exercise programming and customer contact software. In addition, a brand new dedicated Functional Training Area was added, complete with the UK’s largest 12 station Outrace Rig that offers scheduled group HIIT and HIIT Circuit classes.
Martin Guyton, tmactive’s Chief Executive is extremely pleased to be nominated for the award: “This was the largest single investment we have made into one our centres since we took over the management from the Borough Council five years ago. Our customers told us they wanted more exercise classes as well as a bigger and better gym, and that’s what we delivered.”
Exmouth Leisure Centre’s phase 2 development is now underway as part of the £800k investment in the facility. This phase will see the refurbishment of the wet changing areas and is part-funded by £180k from Sport England and £180k from East Devon District Council. LED Leisure Management Ltd are providing the remaining funds.
Work has been completed on phase 2 of the leisure development at Bradley Stoke Leisure Centre. The 850k investment in the centre, operated by Circadian Trust, sees the sports hall converted into 17-wall XHeight climbing centre and large play centre. As part of the extension the Soho cafe was also refurbished and extended.
Phase 2b now continues and will reveal a new gym to the community at the end of November.
Alliance Leisure were proud to collect their Investors In the Environment (iiE) Silver Accreditation Award at the annual ceremony held at Peterborough’s Kingsgate Conference Centre on the 2nd February 2016.
Tom Fairey, Business Development Manager for Alliance Leisure collects the company accreditation
Investors in the Environment (iiE) is a national initiative to recognise and accredit companies that commit to green practices in all they do, and strive to maintain and improve them. After a recent assessment of Alliance’s energy efficiency and environmental impact throughout the business, the company were accredited with the iiE Silver Award, acknowledging the contribution to green initiatives and good practice.
Launched last month at the ukActive Flame conference Alliance Digital will provide marketing services to the leisure industry and will continue to provide Digital solutions to Alliance’s existing clients.
John Leaver, previously Head of Partnerships, will move across to manage the Digital Division as Head of Digital. “This is such an exciting opportunity for Alliance and our clients, ” Leaver commented. “We have been providing Digital marketing services for the past few years but feel now is the time to create this dedicated team. We’ll be supporting our existing clients with some new products as well as introducing these to the rest of the industry.”
The services offered by Alliance Digital will include:
Email Marketing, including SMS outbound and inbound handling
After the hush of December comes the rush in the New Year. Sites plan, prepare, promote, sell, chase, prospect, sell again in the hope of smashing that elusive sales target. But is your attention too focused on the conveyor belt of new sales rather than looking after those new and existing members who’ve been with you through the chocolate-enticing, turkey-filled December?
Does your New Year promotion brief mention retaining these new customers? A member’s lifetime value is heavily affected by their experience during the first month after joining. And that starts on their very first visit to have a look around. This is a great opportunity to show the customer how you will support them on their quest to achievetheir health and fitness goals. Member testimonial displays and ‘meet the staff’ boards will give them confidence that your club really can make a difference.
So what happens next? A compulsory group induction for health and safety reasons or a 1-to-1 personalised appointment asking the right lifestyle questions to uncover their likes, dislikes, exercise history, barriers, exercise habits, reasons and goals. You decide which sounds more enticing! Remind your fitness team that goal setting is more than accepting ‘get fit’ or ‘lose weight’ as a goal, and that SMART goals are the way forward. Take some measurements, where appropriate, to define a starting point and set clear, achievable and enjoyable objectives. All customers should be then be booked a second appointment to start their member journey and receive their personalised exercise programme. A welcome letter, guest passes for friends, advice on other facility activities all help to make that welcome a little more special.
But what if the customer throws in the towel before even starting and doesn’t come back for that second appointment? Having a customer contact strategy that identifies these customers and does something about it is essential. Regular contact with members is not a bad thing (despite rumours of waking sleeping members). Yes, we wouldn’t want to particularly contact a customer we haven’t seen in 6 months but why have we left it so long anyway? Identifying your ‘at-risk’ customers on a daily or weekly basis will help lower your cancellation rate if you contact them to get them re-started.
And for those customers making the repeat visits let’s not forget how important interactions are – not just with the fitness team but with all members of staff they come into contact with. A fantastic interaction is one that causes the customer to make another visit within 7 days, ideally using a fitness challenge to encourage them to do so. There are many excuses for interacting with customers; gym challenges, referral incentives, re-programme opportunity, technique correction, spotting, new exercises, class suggestion, new member introduction. Your fitness team should have a bank of these tools so they can never say they don’t know how to approach a member.
So finally, let’s not just concentrate on the gym. How are you looking after your class members and swimmers? The industry knows that encouraging visits in the early weeks of membership delivers longer length of stay, so how are you incentivising these groups to come back? Suggesting which classes best suit the individual and then booking their first 2 or 3 might encourage a few more visits than they had planned that week. Offer your swimmers a swim clinic drop-in session where they can get advice on technique or a personal programme setting. Set challenges that reward on attendance and get all your staff promoting length of stay and not just the initial sale.
January is a great month for new sales and February is just as good, so don’t miss the opportunity to keep these new members longer than last year. Would you rather have 100 new sales who stay a couple of months or 100 new sales who are still with you in 2016? Look after your existing members, motivate your new customers to keep up the new regime and identify those who are most at-risk of dropping off. Good luck.
Torfaen Leisure Trust is delighted to announce that the development proposals for Cwmbran Stadium leisure centre will be going ahead. The initial proposals were approved by the Torfaen Leisure Trust Board in January 2014. Since that time a great deal of detailed work has been carried out by the Trust to agree the design and the funding package, the Trust were required to seek the necessary approvals such as submitting a planning application for the 3G pitch.
The Trust Board has approved the appointment of Alliance Leisure as its development partner for the project. Alun Williams Chair of Torfaen Leisure Trust said: “I’m delighted that these exciting proposals for the redevelopment of Cwmbran Stadium are going ahead. The proposals put forward will provide improvements that are both modern and vibrant. We passionately believe that our customer experience should be first class. This is a great opportunity to reward all of our current members for their loyalty and the new facilities will offer a significant attraction to new customers and enable us to grow our business and improve the health and fitness of more people in Torfaen.”
The development project will be delivered in two Phases:
Phase 1: Changing the use of the current 4 Court Sports Hall to create an Indoor Climbing ‘Vertigo’ centre, a large Soft Play area, and a Coffee Shop A new 70 station Fitness Suite with Functional Training Improvements to the current reception area
Phase 2: Convert the current grass pitch into a 3G surface
Lewis Jones, deputy leader of Torfaen council, said: “The delivery of this project supports the council’s decision to form a trust to provide leisure services in Torfaen. These new facilities will help to sustain Cwmbran Stadium in the long term, taking into account changing fitness trends and creating a more contemporary environment for people of all ages to enjoy. Once complete, the new facilities will act as a focal point for community activities and increase levels of physical activity across the county borough.”
Sally Church CEO of Torfaen Leisure explained: “The project for Cwmbran Stadium will help Torfaen Leisure Trust deliver on its three keys aims; To have “More People, More Active More Often”, to support long term sustainability and future investment, and to ensure value for money.”
There are a couple of key messages regarding the project; the Trust are investing despite the current financial climate and significant spending constraints, and the redevelopment improvements will provide wider community benefits such as the opportunity to participate in a wider variety of new activities aimed at the whole community and with particular emphasis on children, young people and families.
Sally Church added “We have to make the best possible use of all our resources. Replacing the current grass centre pitch with a 3G pitch and converting the small sports hall will enable us to meet the demand, we know is there for more and better fitness and sports facilities and we will put the space to the best possible use for the maximum number of customers. The proposed redevelopment will not result in the closure of Cwmbran Stadium.
“We will deliver the project in two Phases, Phase 1 will be the internal redevelopment and Phase 2 will be the conversion of the current grass pitch into a 3G pitch. We have been assured by Alliance Leisure that they always work in ‘live’ facilities and its supply team are skilled in maintaining services thus keeping disruption to a minimum. We fully appreciate that some sports hall and centre pitch users will see some disruption but, where possible, we will help current users through the use of accessible, alternative, facilities, for example we are making the current grass pitch available to customers who currently use the 4 Courts Sports Hall for bookings to ensure we that we continue to provide a service, in fact we have gained new bookings as a result of making the grass pitch available throughout the week.
“The Trust will ensure that all customers, residents and other local club, or community groups will be kept up to date on progress with the proposals.”