How ClassPass Creates Loyalty and Engages Customers Through Data

By Neesha Kanaga

Published 12 February 2021

Our guest, Shari Castelli, recently appeared on Good Morning America, where she highlighted the top fitness trends for 2021 and gave valuable tips on how to stick to your fitness goals. She also advised that creating simple and realistic workout routines and being consistent is the best way to achieve long term fitness goals.

Shari Castelli has a deep knowledge of the fitness and wellness industry and is an expert on growth and expansion. She is the Director of Partner Expansion at ClassPass, where she’s helped 45+ fitness studios globally expand and open new locations.

In this webinar, she will be sharing tips on how fitness studios can use client data to build loyalty and best position themselves for growth and expansion.

Watch the webinar below.

Here are the key highlights from that conversation:

Key Things to Look Out for When Expanding Your Fitness Business

There are some key things that you should take into consideration when expanding your fitness business to maximize profitability.

The first thing you should do is use your existing business as the testing ground. You don’t want to expand too fast or before you have proven success. Secondly, you should always look for opportunities for exposure. Always find ways to bring more customers to your door because if you don’t, somebody else will and they will drive you out of business.

Common Mistakes to Avoid To Grow Your Business

If you want to succeed in your fitness, be sure to avoid these common missteps. One is not being open to feedback — either from staff and customers. You should empower your staff to give your feedback as they interact more with the customers.

The other mistake many fitness businesses make is expanding too fast without enough insights or proof that it could work. Always take time to do a feasibility analysis before opening new spaces.

The Power of Data in Building Loyalty and Increasing Engagement

Data is a very powerful tool that you can use to gather customer feedback and get useful insights about your customer needs.

ClassPass has data and statistics on over 1,000 clubs, accumulated over 6 years in which the fitness industry has evolved tremendously. Fitness boutiques and personal trainers can access this data and use it to understand their customers better, increase touchpoints (engagement), and foster customer loyalty

What’s more, you can gather your data through quarterly or half-yearly customer satisfaction surveys and customer reviews. With the insights from this data, you can respond to customer feedback, create new products that meet customer needs, and also effectively target communication to keep your clients engaged and build loyalty.

To learn more about using data in your fitness business, read our blog titled Business Intelligence: 5 Data Metrics to Drive Business Results.

Top Fitness Trends for 2021

Some of the fitness trends that started in 2020 could continue into 2021. These include an increase in fitness travel, outdoor classes, and lunchtime workouts. Many people also have expressed a desire to want to go back to physical gyms once it is safe to do so.

We’ve done the legwork to help you decipher fitness trends for 2021. Check these blogs out for further reading:

You can follow Shari Castelli on LinkedIn and Instagram or visit the ClassPass website for more insights into the fitness and wellness industry. See also helpful tips from her appearance in Good Morning America.

You can also visit our podcast page or our webinar page for more conversations with fitness industry experts and personal trainers.

Sign up for our next weekly webinar by clicking on the button below. Registration is free and we’ll email you the recording for later viewing when you sign up!

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Neesha Kanaga

Neesha is a copywriter and wanderer who currently finds herself bound to the weather-challenged Netherlands due to the unforeseen circumstances of 2020.

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