Learn How Club 2.0 Is Making a Difference at Body Business in Austin, Texas
We sat down with Ali Lucas, the Director of Marketing at Body Business Health Club & Spa in Austin Texas, to find out how Club 2.0 is working at her facility.
Question: Who is BodyBusiness?
We are a upscale independent club (with lots of competition from mid to low range clubs) serving 800 members in the highest end demographic in Austin. Our facility is 18,000 sqft. and full service - from group ex, Pilates to day spa and childcare. Our equipment is 90% Technogym - cardio, strength & Kinesis. Personal and Small Group Training are huge at our club, with over 65% of our members participating. We keep our focus on creating an unforgettable experience and in doing so we have an average member lifecycle of 3.5 years - which we are very thankful for!
Question: How does the Club 2.0 Aspiration Finder fit with the philosophy at BodyBusiness?
Honestly, I'm not sure it could fit any better. AF (Aspiration Finder) is focused on finding a person's true motivation so they can find the right path to their goals. We are not interested in taking someone's money and never seeing them again - we want to give them the most focused, efficient path to what they really need.
Question: How are you specifically utilizing the information from the Aspiration Finder to support your members and programming?
We have applied the 6 Aspirations to all of our programming (90+ group ex classes and small group training sessions per week). This has been our best application of the AF so far. Our members and guests can easily figure out which class or group suits them best. As we create new programming we are taking into account the Club Aspiration Map so we know what types of programs will work best based on the types of aspirations most prevalent in our membership. We now have a clear map instead of just guessing which program or piece of equipment to bring in next.
To support our personal trainers, when they take on new clients, we highly encourage the member to take the AF. When the trainer has that one additional piece of information, it establishes a better initial connection and gives the member an impressive experience.
Question: What are your future plans with the Aspiration Finder?
We plan on increasing the AF finder presence online even more through a dedicated tab on Facebook as well as YouTube videos showing our members and staff interacting with AF. Also, our new member orientation is a 12-week program connecting new members to a personal trainer. We plan to increase the integration of the AF so that it is a mandatory part of the orientation process because we feel it is that important to their initial success at our club. If we can get them plugged in to the right classes, programs, and trainers right off the bat - we are more likely to keep them as members, happy members (who refer lots of friends!), for a long time!