Village Gym has a long history with Technogym as equipment partners, enjoying the synergy with a brand that takes innovation seriously. When they realised their in-house platform was unable to offer the necessary scope and functionality for a full digital roll-out, they turned to Technogym. Village Gym’s National Leisure Operations Manager Andy Logan explains how the Technogym platform rapidly increased member digital engagement from 15% to 60%. “We already have Technogym in all our gyms, which means we have an ecosystem that members recognise,” said Andy. “Making the move to Technogym for our digital offer created a complete start to finish customer journey.”
Village Gym have experienced a positive uptake to the customised Mywellness app, taking usage from 15% of membership with the in-house app to 60% of membership with Mywellness. The Village Gym app acts as the backbone of their member journey and by creating this ‘Virtual Gym’ environment it brings all Village members together via connected and engaged experience, becoming a key and unique selling point for Village Gym.
Success with Technogym Live & On-Demand
The success of Village Gym’s digital content means demand for live content remains high even as members return to the gym. “Members are asking for a hybrid approach,” explained Andy. “We were excited to work with Technogym over the next 12 months to develop a model that combines live and on-demand for virtual users with in-person member visits to add even more value.”
Village Gym plan to roll out a digital membership with the support of Technogym. This will enable the group to Live & On-Demand their most popular instructors across the UK. “Technogym worked tirelessly with us to create a digital offer that was packed with value, easy to use, and simple for us to scale,” he said. “I know they will be great partners as we move the project forward. We will assess what members want from digital content so we can give them the right balance of content from Village Gym and Technogym.”
Village Gym open its 32nd club May 2021. Village Eastleigh is the first Village Gym to offer app content as part of the digital member journey from day one. Andy explained how the Technogym customised Mywellness app has helped Village Eastleigh sign up new members without the option of on-site pre-sales.
“All our pre-sales for the new club have been digital, and we are on track for hitting our usual number of sign-ups for this stage of a new site,” he said. “New members have been directed straight to the app, and we’ve offered them live and on-demand content before they can even visit the site. Digital has been such a fantastic investment for us and we are hugely grateful to Technogym for their support, advice, and ongoing innovation.”