I currently work at a group fitness gym called Orange Theory Fitness. My current position is assistant manager, so I do get to handle data more than the average employee. Most of the data collected is information on the members, like how often they work out, what times of the day they prefer to work out, and their time span. We also keep track of how many leads are being generated, where the generated leads are coming from, if they end up coming in for a free class, and if they end up becoming members. Weekly, we collect data like our client case, ROI (return on investment), and our revenue. Tracking our social media is essential to us, as well. We track our followers, the amount of posts shared, comments, and likes. We also track our competitors by checking up their client base, their social media, and any promotions they have at the moment.
We use all of the data I mentioned. First, knowing information on the members provides us with specific information and insights needed to micro-target certain members. For example, knowing how often they work out, lets us know if the member is soon to upgrade or downgrade their membership. The times of the day they prefer can explain if the member prefers full or emptier classes; this also lets us know which classes are (Links to an external site.). Knowing their time span provides us with data as to how long they have been members, if they have been members before and resign. All of these factors help us improve utilization, our class sizes, customer service, and to come up with new ideas to improve the brand as a whole. For leads, we use their data to get them to come in for a free class and become members. We like to know where they come from so that we can see what form of communication is working better in our favor, and we like to know how many individuals show up to the free class and how many don’t. If they do, we gather data as to what they liked about the class, and if they signed up. If they don’t sign up, we gather data as to why they didn’t sign up, or what is stopping them. Tracking our client base, our ROI, and our revenue lets us know how much money we are making and how we can gain more members, and most importantly, how much more money can we be making. We do use our social media to see stay engaged with our clients and get more engagement from our existing and potential members. If their followers see them engage, they might want to see what our gym is about and sign up. Lastly, we use data to track our competitors to improve and get ahead of them. We want to outshine the other Orange Theory Fitness studios, in every way possible. We want to have a bigger client base, better social media, and have better promotions than the other studios provide. It also lets us be caught up with trends, and the latest equipment in fitness technology. (Links to an external site.)
As one of the top fitness studios in America, we want to stand out and be the best of the company as a whole. The use of all this data is what keeps our business improving and succeeding day by day. Without data, brands wouldn’t be as successful and effective as many brands are today. Data is one of the most important elements that do the marketing, and the business world keep moving and improving for the better. (Links to an external site.)