The ‘free guest pass’ is now a cornerstone of most fitness operators’ acquisition practises. But is it effective to engage a new audience? Large companies have recently discovered it takes more than one ‘free pass’ to create a habit and convert a lead into a loyal customer.
Our industry needs to start exploring innovative ways to attract potential customers who now have higher expectations of trials. The irony is we’ve known for some time that new people engaging in fitness need variety and time to discover what’s right for them to create a habit. Considering other subscription models’ success, could a 'freemium' style model work to fulfill this expectation?
In recent times operators haven’t had the commercial model or technology to adopt this type of acquisition strategy, until now. MoveGB has developed a free tool to help operators bring the traditional guest pass into the 21st century.
The Discovery membership combines low cost, at just £1 per week, with high variety, offering one pass per day to thousands of activity providers. After their first visit users are given the option to purchase deals directly from the operator or at just the click of a button via the Move app.
Operators are able to list on Discovery for free and what’s more Move covers all marketing and customer acquisition costs. With 10,000s of customers signing up in the first few weeks of launch could freemium be the future?
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