In May 2022 a diverse group of team members from across Belgravia Leisure embarked on a project to achieve two main goals.
Rebuild Belgravia Leisure’s health and wellness (gym) memberships to exceed pre-covid numbers
The first main goal was to rebuild the business’s health and wellness (gym) memberships to exceed pre-covid numbers. The business has been working hard since reopening to recover from the impact that the pandemic had on our sales, retention and overall membership volume.
Although the business has seen pockets of venues rebounding well the overall result has been slower than ideal. Although exceeding sector rebound results in most cases we would ideally have already been back at 100% pre-covid numbers.
The strategy will be to run our spring campaign with an unprecedented offer to interrupt saturated marketing, being so attractive and eye-catching that we will drive recovery with an aggressive short phase of targeted acquisition.
Focus on health and happiness and how exercise makes you feel!
The second main goal is to support a series of offers with an extended engagement and awareness campaign focusing on health and happiness and how exercise makes you feel!
This will include messages such as health benefits, facts and tips as well as reminding members and our community that “doing a little more is better than before”.
The goal of the second phase (after the initial offer) will be to continue to drive acquisition, retain as many of the new members attracted by the unprecedented offer as well as engage and inspire our existing members.