Built on EGYM: How Active Wellness created a Training Experience that boosts Loyalty and Revenue
Michele Wong, COO of Active Wellness, set out to add more value to every membership. Today, about 10% of her members have upgraded to the Activate model, and they stay.
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Share Your Club: Built on EGYM
Making every membership personal
Michele’s goal is clear: give every member a very personal experience while increasing the value of the membership. Active Wellness runs fitness centers across the United States and Canada, often on behalf of corporate and healthcare partners. Their approach combines high tech with high touch: the best equipment, plus a team of fitness and wellness professionals who guide members every day.
Every member gets a workout built around them
Many people feel intimidated by strength training. David Haebler, Fitness Director and a coach for 20 years, sees this often. He says: “EGYM allows them to build confidence.” Members enjoy the gamification and the data that shows their progress, and once someone starts with EGYM, they tend to stick with it.
For trainers, the real value lies in the analysis. EGYM shows muscular imbalances and asymmetries, so trainers can design workouts around what each member actually needs.
Members get a clear, digital view of their movement patterns and strength development, and trainers get the insight to act on it. That combination of data and personal guidance is what turns a first visit into a routine.
Two studios, two audiences, one experience that works for both
At the smaller Kruse Woods studio, the members skew older. Michele says: “We’ve been positively surprised at the results members are getting... The members love it, they enjoy it.”
At the larger Reed’s Crossing studio the members are younger, include families, and are often young professionals.
What unites the groups is the range of experience in the room. Michele notes: “Even those who already had experience with strength training complement the program. And for those who haven’t done any strength training before, EGYM makes it easier to get started.”
Results that speak for themselves
- Better BioAge: Members in the programs saw an average BioAge reduction of 13 years within their first 90 days.
- 93% retention: Members who engage with EGYM stay with Active Wellness.
- 10% upgraded: About 10% of members chose Activate and pay 50% more than the standard membership.
In short: Active Wellness
Active Wellness aligns fitness and wellness programs with healthcare systems to empower healthier communities. They manage 50 fitness centers throughout North America.
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