MCG
Trending project
MCG projects with the most verified people and teams
At a glance
Featured project
Flexing the Data Muscle
Fitness is primarily a subscription-based industry, and thus maintaining members' motivation as well as helping to achieve their training goals and activity is central to the business. At the same time, training is a complex size, as training is largely about people's individual motivation, physical activity and goals. It places greater demands on the individual member compared to many other subscription businesses and also means that the industry is characterized by both a high approach and the departure of members. The Fitness World Group, therefore, sees great potential in working to increase a member's lifetime, helping them achieve their training goals and motivating, as well as getting former members back into the healthy habit faster through marketing automation. Fitness World's marketing automation set up builds on a wide range of data from both the app, the web, and the member system. Agillic is linked to this data so that communication can be automated and personalized. In collaboration with Kaplan, 60+ flows have been built, supporting each and every day the entire member's life cycle from enrollment, over lost motivation, to unsubscribe and then (winback). The content has been created following a thorough knowledge gathering from Fitness World's training experts and staff members who know most about the members (team instructors and personal trainers). The main insight is that it is not important how often you exercise, but that you exercise steadily. Below are also clear key engagement drivers, in terms of what can best motivate, inspire and help members in the various stages of their membership journey and "life cycle" around training. Communication consists primarily of motivational and inspirational content across channels to maintain or create a good training habit. Emails focus on increasing the use of so-called engagement drivers, which is all that is included in the membership to support the training. Most important is the use of the Fitness World app and the many supporting functionalities found in it, where mails inspire to use Bodytracker, Exercise programs, participate in challenges as well as book teams and personal training. In order to measure the effectiveness of the entire marketing automation set up, control groups have been established from the start. Work is being done with an overall Master Control Group (MCG) and control groups on the individual flows. The MCG of 10,000 members consists of a representative sample of the target group, ie. members with permission. In this way, we can follow the overall effect on retention for the entire CLC program but also see the effects of, for example, the Welcome flow on the various engagement drivers and the reduction of churn. The effective automation model designed and deployed at Fitness World in Denmark is also scaled across Fitness World Group's brands and markets. This means that the intelligent automation structure is adapted to the individual brand and market, where, in addition to Fitness World Denmark, it is rolled out at Fitness World Poland, BaseFit in Switzerland and Urban Gym. The potential and value creation overall for the company is already delivering strong results and with the sweaty automation set up, this is expected to significantly accelerate value by 2020 across the Fitness World Group. Fitness World Kirsten Lund Petersen Head of Member Experience Claus Nielsen Chief Marketing & Digital Officer Kaplan - Part of Accenture Interactive Caroline Andersen Client Director & Head of Consulting Norbert Balaton Senior Solution Consultant Camilla Aagaard Consultant Julie Ahrenkiel Project Manager Collaborators Adeptus, Piotr Birketoft Digital Analytics Specialist Agillic, Bo Sannung COO Blochbogstaver, Signe Bloch Copywriter DANSK Baggrund Fitness World er Danmarks største fitness kæde med knap 500.000 medlemmer, der hver eneste dag tilbyder fitness- og holdtræning i mere end 175 centre overalt i Danmark. Fitness World arbejder med at inspirere og motivere til at skabe sunde vaner og har gjort det til sit overordnede mål at hjælpe danskerne med at skabe et sundt forhold til sundhed for alle. Dette skabes blandt andet gennem en stabil træningsfrekvens, forståelse omkring gode træningsvaner og løbende motivation som en hjælp til at etablere sunde vaner og rutiner. Fitness er primært en abonnementsbaseret branche, og hermed er fastholdelse af medlemmernes motivation samt hjælp med at opnå deres træningsmål og aktivitet central for forretningen. Samtidig er træning en kompleks størrelse, da træning i høj grad handler om menneskers individuelle motivation, fysiske aktivitet og målsætninger. Det stiller større krav til det enkelte medlem sammenlignet med mange andre abonnementsforretninger og betyder ligeledes, at branchen både er præget af høj tilgang og afgang af medlemmer. Fitness World Group ser derfor stort potentiale i at arbejde med at øge et medlems livstid, hjælpe dem med at opnå deres træningsmål og motivere samt at få tidligere medlemmer hurtigere tilbage i den sunde vane gennem marketing automation. Løsning Fitness World’s marketing automation set up bygger på en bred vifte af data fra både app, web og medlemssystemet. Agillic er koblet på disse data, så kommunikationen kan automatiseres og personaliseres. I samarbejde med Kaplan er der bygget 60+ flows, der hver eneste dag understøtter hele medlemmets livscyklus fra indmeldelse, over tabt motivation, til udmeldelse og derefter (winback). Indholdet er blevet til efter en grundig vidensindsamling fra Fitness World’s træningseksperter og de medarbejdere, der ved allermest om medlemmerne (holdinstruktører og personlige trænere). Hovedindsigten er, at det er ikke vigtigt, hvor ofte du træner, men at du træner stabilt. Herunder er der ligeledes defineret klare key engagement drivers, ift. hvad der bedst muligt kan motivere, inspirere og hjælpe medlemmerne i de forskellige stadier af deres medlemsrejse og ”livscyklus” omkring træning. Kommunikationen består primært af motiverende og inspirerende content på tværs af kanaler for at fastholde eller skabe den gode træningsvane. I mails er der fokus på at øge brugen af såkaldt engagement drivers, som er alt det, der er med i medlemskabet til at understøtte træningen. Vigtigst er brug af Fitness World app’en og de mange understøttende funktionaliteter, der findes i den, hvor mails inspirerer til at bruge Bodytracker, Træningsprogrammer, deltage i challenges samt at booke hold og personlig træning. For at kunne måle effekten af hele marketing automation set up’et er der fra starten etableret kontrolgrupper. Der arbejdes med en overordnet Master Control Group (MCG) samt kontrolgrupper på de enkelte flows. MCG på 10.000 medlemmer består af et repræsentativt udsnit af målgruppen, dvs. medlemmer med permission. Derved kan vi følge den overordnede effekt på fastholdelse for hele CLC-programmet men også se effekterne af fx Velkomst-flowet på de forskellige engagement drivers og reduktion af churn. Den effektive automation model, der er udformet og udrullet på Fitness World i Danmark skaleres ligeledes på tværs af Fitness World Group’s brands og markeder. Det betyder, at den intelligente automation-struktur tilpasses det enkelte brand og marked, hvor det foruden Fitness World Danmark er udrullet på Fitness World Polen, BaseFit i Schweiz og Urban Gym. Potentialet og værdiskabelsen samlet for virksomheden leverer allerede stærke resultater og med det svedige automation set up forventes dette markant at accelerere værdien yderligere i 2020 på tværs af Fitness World Group. Resultat Reduceret churn og øget EBITDA: Programmet har øget retention med +6 % i løbet af 6 mdr. i 2019, i forhold til master control gruppen. Værdien af den øgede retention og herved mindre churn har øget virksomhedens CLV markant. Værdien og effekten af reduceret churn på hele medlemsbasen i årets første 6 mdr. er således opgjort til +12 mio. (EBITDA). Herved bidrager det intelligente automation set up signifikant og direkte til virksomheden resultat og dette fortsat på et relativ tidligt stadie i programmets udvikling. Høje åbningsrater: Der blev i 2019 sendt over 3 millioner automatiserede mails med en gennemsnitlig åbningsrate på 47 %. Mails der hver dag kom ud i op mod 400 versioner. Imponerende resultater på alle engagement drivers: • App download: Det kontinuerlige fokus på at løfte de forskellige engagement drivers i al kommunikation har indtil videre givet et løft i download af app til index 153 sammenlignet med kontrolgruppen • Holdbooking: Andelen af medlemmer, der har et holdmedlemskab og booker hold, er steget til index 141 sammenlignet med kontrolgruppen. • Brugen af Bodytracker i målgruppen sammenlignet med kontrolgruppen har givet et løft til index 123 i samme periode • Træningsprogram i app: Andelen af medlemmer der har oprettet et træningsprogram i app er steget til index 158 sammenlignet med kontrolgruppen (English translation + Google translate) Background Fitness World is Denmark's largest fitness chain with almost 500,000 members offering fitness and team training every day in more than 175 centers all over Denmark. Fitness World works to inspire and motivate to create healthy habits and has made it its overall goal to help Danes create a healthy relationship with health for all. This is achieved, among other things, through a stable training frequency, understanding of good training habits and ongoing motivation to help establish healthy habits and routines. Fitness is primarily a subscription-based industry, and thus maintaining members' motivation as well as helping to achieve their training goals and activity is central to the business. At the same time, training is a complex size, as training is largely about people's individual motivation, physical activity and goals. It places greater demands on the individual member compared to many other subscription businesses and also means that the industry is characterized by both a high approach and the departure of members. The Fitness World Group therefore sees great potential in working to increase a member's lifetime, helping them achieve their training goals and motivating, as well as getting former members back into the healthy habit faster through marketing automation. Solution Fitness World's marketing automation set up builds on a wide range of data from both the app, the web and the member system. Agillic is linked to this data so that communication can be automated and personalized. In collaboration with Kaplan, 60+ flows have been built, supporting each and every day the entire member's life cycle from enrollment, over lost motivation, to unsubscribe and then (winback). The content has been created following a thorough knowledge gathering from Fitness World's training experts and staff members who know most about the members (team instructors and personal trainers). The main insight is that it is not important how often you exercise, but that you exercise steadily. Below are also clear key engagement drivers, in terms of what can best motivate, inspire and help members in the various stages of their membership journey and "life cycle" around training. Communication consists primarily of motivational and inspirational content across channels to maintain or create the good training habit. Emails focus on increasing the use of so-called engagement drivers, which is all that is included in the membership to support the training. Most important is the use of the Fitness World app and the many supporting functionalities found in it, where mails inspire to use Bodytracker, Exercise programs, participate in challenges as well as book teams and personal training. In order to measure the effect of the entire marketing automation set up, control groups have been established from the start. Work is being done with an overall Master Control Group (MCG) and control groups on the individual flows. The MCG of 10,000 members consists of a representative sample of the target group, ie. members with permission. In this way we can follow the overall effect on retention for the entire CLC program but also see the effects of, for example, the Welcome flow on the various engagement drivers and the reduction of churn. The effective automation model designed and deployed at Fitness World in Denmark is also scaled across Fitness World Group's brands and markets. This means that the intelligent automation structure is adapted to the individual brand and market, where, in addition to Fitness World Denmark, it is rolled out at Fitness World Poland, BaseFit in Switzerland and Urban Gym. The potential and value creation overall for the company is already delivering strong results and with the sweaty automation set up this is expected to significantly accelerate value by 2020 across the Fitness World Group. Result Reduced churn and increased EBITDA: The program increased retention by +6% over 6 months in 2019, compared to the master control group. The value of the increased retention and thereby less churn has significantly increased the company's CLV. Thus, the value and effect of reduced churn on the entire member base in the first 6 months of the year is estimated at +12 million. (EBITDA). In this way, the intelligent automation set up contributes significantly and directly to the company result and this continues at a relatively early stage in the development of the program. High opening rates: In 2019 more than 3 million automated emails were sent with an average opening rate of 47%. Emails that came out every day in up to 400 versions. Impressive results on all engagement drivers: • App download: The continuous focus on lifting the various engagement drivers in all communication has so far boosted app download for index 153 compared to the control group • Team booking: The proportion of members who have a team membership and booking teams, has risen to index 141 compared to the control group. • The use of Bodytracker in the target group compared to the control group has given rise to index 123 in the same period • App training program: The proportion of members who have created an app training program has increased to index 158 compared to the control group.
Highlighted brands
