Originally published on Athletech News
At ClubOS, we know how powerful data analytics can be in driving revenue growth, improving member retention, and achieving overall business success for fitness clubs and gyms.
As part of Athletech News' DISRUPT 2024 video series event, Kristen Coy, Director of Customer Success at ClubOS, and Stacy Anderson, Global President of Anytime Fitness, were interviewed by Edward Hertzman, CEO of Athletech News. They discussed how gym owners can harness data to thrive in today's competitive fitness business landscape.
This dynamic Q&A was packed with insights—here are a few highlights from the conversation on leveraging data to improve decision-making, member retention, business transformation, and more.
Watch the full interview here.
1. How Gyms Owners Should Use Data to Inform Their Decision Making
Kristen explains that data analytics helps gym owners confirm what’s working, pinpoint areas for improvement, and uncover trends to nurture leads, boost revenue, and optimize daily operations. Using data effectively can provide fitness businesses with a clear path toward smarter decision-making and sustainable growth.
2. Use Member Engagement Data to Drive Retention and Revenue Growth
Kristen emphasizes that keeping gym members engaged is essential for improving retention rates and increasing lifetime value. She advises fitness club operators to stay ahead of customer needs by gathering insights through regular surveys, tracking engagement metrics, and making data-driven improvements to facilities and services.
3. Avoid the Pitfall: 'Bad Data In, Bad Data Out'
Kristen highlights a critical challenge for fitness clubs: inaccurate or incomplete data inputs. “Bad data in is bad data out,” she warns, underscoring the importance of staff training and working closely with software and tech partners. High-quality, intuitive data analytics empowers gym owners to make informed decisions that can truly transform their business.
4. Leverage AI to Enhance Member Engagement and Maximize Lifetime Value
Stacy explains that many gym operators focus heavily on new member acquisition and attrition while overlooking opportunities in the middle of the customer journey. By using AI-powered tools to analyze member behavior and preferences, fitness clubs can enhance engagement, extend membership duration, and increase profit margins.
5. How Anytime Fitness Uses Data to Guide Growth and Expansion
Stacy shares how Anytime Fitness utilizes data analytics tools to identify successful areas for new gym locations by analyzing demographics and assessing market potential. This data-driven approach helps the brand make smarter expansion decisions while also supporting franchisees with resources to improve financial literacy and operational success.
The fitness industry is moving into a new era, and data analytics has become an essential tool for gym owners to stay competitive. Whether your goal is to improve member retention, grow your revenue, expand your services, or plan for long-term business growth, knowing how to leverage your data, and using the right tools can make all the difference.
At ClubOS, we’re here to help you turn data insights into action. Schedule a demo with us today to see how we can support your gym’s success.
