The Roskot family runs the clever fit studio in Dieburg, where the Digital Fitness Floor was successfully introduced in March 2022. Among other things, Smart Strength was installed in the new Open Mode. After only six months, the studio was in the black and customer satisfaction increased significantly.
Modern ecosystem with rapid successes
The Roskot family runs two clever fit studios in Hesse, in Dieburg and Groß-Umstadt. After the end of the covid lock-down phase, they decided to modernize their studio in Dieburg and add the Digital Fitness Floor. Among other things, Smart Strength was installed in the new Open Mode.
"Since March 2022, we have a very modern park here, with EGYM and Matrix and Tanita. This is all about the ecosystem for me. EGYM is not a device manufacturer, it's a software manufacturer, and just a few years ago we didn't have any software in the studio. Now with EGYM we are mega modern, we have the software and we have thrown our classic paper to-do list in the trash.
And because of the ecosystem, the interface to other devices like Matrix Cardio, etc., and the apps, the customer is picked up from so many sides, where he had not believed that we would make something like this possible in the premium discount sector," reports fitness economist Philipp Roskot.
At the same time, the studio renewed the rate structure for members and raised prices: "We switched to the new Red Label / Black Label concept instead of Basic rate and All inclusive." In the Black Label tariff, exercisers can use EGYM, take advantage of the wellness offers with solarium and massages, and also train unlimited in both studios of the Roskot family. "For example, there are also customers from the studio in Groß-Umstadt who now use EGYM in Dieburg and are already very eager to get EGYM in their studio. This means that we have created a kind of bridge. Because the people who try EGYM are totally flashed."
And so Philipp Roskot sums it up, "We have reached our break-even point after only 6 months, which means our additional income exceeds the leasing rates. And we will also invest in EGYM for our second studio in Groß-Umstadt, because we realize that the concept works."
More new contracts and easier sales of the higher rate tier
In addition to economic success, customer satisfaction is also particularly close to Philipp's heart when it comes to modernization with the Digital Fitness Floor: "It's important to me to experience the positive emotional atmosphere in the studio. In the fitness and health data area, the successes are measurable for the members. This makes it easier for customers to see their successes for themselves - whether in the Member App, on the Fitness Hub or via the trainer in the Trainer App. And the branded member app for members is brilliant. The customer also has many advantages as a Red Label member. He can now write a training plan himself, he is taken with all the offers, BioAge, etc.
And I am glad that the numbers are going up and are right: Upgrades and new contracts are up and the cancellation rate is down. We saw more than 300 new contracts and upgrades to Black Label in just six months.
Today with EGYM, trainers and staff are definitely finding it much easier to sell a Black Label and book members into the higher rate. There are now significantly more members becoming Black Label compared to before. The ratio of Black Label to Red Label is now going in the direction of 50/50 because the benefit to the customer is much, much greater through EGYM."
Philipp is also very pleased with the usage rates: "Already 37% of active members are training on EGYM, even though it was only introduced six months ago."
Increased quality for members
The increased satisfaction of members - and trainers - starts with onboarding: "The Fitness Hub is the centerpiece for us on the training floor, our trainers are really happy and it makes their work easier. We were a classic gym before, with a lot of paper and more freestyle. But with EGYM there has come a strict plan and support for the trainers. Above all, a very important tool has been added: the anamnesis. This means that the customer is received in a completely different way and gets a much better feeling," says Philipp Roskot.
"We now take more time for onboarding - with precise anamnesis - and have thus further increased the quality for the customer. All the customer's questions are clarified and he feels well looked after. Because before EGYM, we didn't have a body analysis scale in the studio, but with the Fitness Hub, the whole thing has been guided and made simple - and that makes it possible for us as a premium discounter to implement it."
And the good support continues with existing customers: "With the Trainer App, we got a tool in our hands where we can always look into all customer data. I can get to know the members very quickly without having had the first contact. These are super advantages and the employees have fun working with it. Our trainers always have the TrainerApp (on the little iPad on their belt) with them on the floor. The app is pretty simple and intuitive, the trainers understand it very quickly. And it makes a very different, more professional image for the members."
Partnership of clever fit and EGYM
Philipp Roskot is convinced that clever fit has gained a very strong partner in EGYM and that the partnership offers benefits for both sides. He explains his personal reasons for choosing EGYM like this:
"We chose EGYM because of the openness - on the one hand the openness of the software, the Open Cloud for other interfaces, and on the other hand the openness of EGYM to want to improve and listen to the industry. EGYM is developing very fast - even compared to the last eight or ten years. And it is a huge advantage of EGYM that it is software. Software that updates itself regularly, that is constantly improving. And the classic fitness equipment, for example, doesn't do that - it just gets worse.
And with clever fit as a partner, generally the market is accelerated. I mean, these are just advantages that clever fit is working with EGYM, because it will open the eyes of the other big chains.
We are very happy with the cooperation with EGYM. If I have an issue, all I have to do is pick up the phone and I always reach someone. And I get feedback pretty quickly and also have the opportunity to give feedback and suggestions for improvement. I have the feeling EGYM is listening and that I am being noticed."
Conclusion by Philipp Roskot
"Today with EGYM it is definitely much easier for the trainer or employee to sell a black label and book members into the higher rate.
Because the advantage for the customer is much bigger now with EGYM.
We will also invest in our second studio because the concept works."
Philipp Roskot, owner family, clever fit Dieburg
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Source and image source: EGYM
Published on: 29 April 2023