Business growth in a time of crisis
US health club operator Fitness One – which operates full-service health clubs across several US States – was one of the first operators in the world to launch Wexer Web Player, the white label ‘any time, anywhere’ virtual group exercise platform.
Branded as Fitness One On Demand and offered for free to all members, the new service was launched in November 2019 – well before COVID-19 lockdown. Indeed, it is part of Fitness One’s long-term strategy to reach beyond its physical facilities, meeting customers’ growing demand for engaging, varied, motivating out-of-club support, but doing so in a way that it is able to maintain ownership of the relationships, the customer data, the full member experience.
“At Fitness One, we had already begun a 12-month initiative to expand beyond the four walls of the athletic club,” said Jake Curreri, Chief Technology Officer at Fitness One. “This then shifted from ‘priority’ to ‘urgency’ in an incredibly short space of time – something that collectively the world could not have anticipated.”
Fortunately, with the Web Player already in place, Fitness One was in the perfect position to respond immediately to COVID lockdown, switching almost overnight to an online-only offering that allowed it to support its members remotely.
And members welcomed the initiative, with the number of unique On Demand users skyrocketing: an impressive 2,251% growth from February to March 2020. Usage also rose, with the number of sessions per user going up 21% and average session length up 78.5%.
“Our complimentary On Demand membership has pivoted us from surviving to growing in an unprecedented capacity,” confirmed Curreri.
“Partnering with Wexer has allowed us to enable digital content at scale. We will look to maintain these efforts, integrating the in- and out-club experiences, as our doors re-open.”
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