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Case Study Greenvale Leisure Centre www.pulsefitness.com Pulse delivers innovative sales, marketing and operational management support solution to the newly refurbished Greenvale Leisure Centre, Magherafelt. Effectively and efficiently proving that an innovative membership sales campaign and effective marketing strategy can drive membership sales – Pulse achieves 10,550 members in the first 6 months! Following a multi-million pound refurbishment project that took three years to complete, the new Greenvale Leisure Centre officially opened its doors in September 2012, with Pulse in the driving seat as the newly appointed leisure management company to fully operate and manage the facility. The original local authority leisure centre dated back to the 1970’s where it provided local residents a popular swimming venue. Over the subsequent years the council had invested and extended the facility to offer other sports and fitness activities too. In 2009 the decision was made to refurbish and extend the dilapidated building and re-build a magnificent leisure centre that would be the envy of all Northern Ireland leisure centres. The new leisure centre truly offers a fantastic mix of health, fitness and well-being activities for the whole family, including a 50 metre swimming pool, a dedicated learner pool, a family fun pool and a flume. A 120 station Pulse fitness suite offering a mix of the latest cardiovascular, resistance and freeweights equipment plus Pulse’s gym management software SmartCentre, a luxurious rejuvenating spa and a spacious sports hall equipped to accommodate many sports including badminton, basketball and football. Plus, the centre also boasts a soft play kingdom, children’s circuit gym, unique interactive fitness suite and lots more!
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Pulse delivers innovative sales, marketing and operational ...€¦ · Pulse Fitness, The Bromley Centre, Bromley Road, Congleton, Cheshire CW12 1PT T: 01260 294610 E: [email protected]

Jul 13, 2020

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Page 1: Pulse delivers innovative sales, marketing and operational ...€¦ · Pulse Fitness, The Bromley Centre, Bromley Road, Congleton, Cheshire CW12 1PT T: 01260 294610 E: info@pulsefitness.com

Case Study Greenvale Leisure Centre

www.pulsefitness.com

Pulse delivers innovative sales, marketing and operational management support solution to the newly refurbished Greenvale Leisure Centre, Magherafelt. Effectively and efficiently proving that an innovative membership sales campaign and effective marketing strategy can drive membership sales – Pulse achieves 10,550 members in the first 6 months!

Following a multi-million pound

refurbishment project that took three years to

complete, the new Greenvale Leisure Centre

officially opened its doors in September 2012,

with Pulse in the driving seat as the newly

appointed leisure management company to

fully operate and manage the facility.

The original local authority leisure centre

dated back to the 1970’s where it provided

local residents a popular swimming venue.

Over the subsequent years the council had

invested and extended the facility to offer

other sports and fitness activities too. In

2009 the decision was made to refurbish

and extend the dilapidated building and

re-build a magnificent leisure centre that

would be the envy of all Northern Ireland

leisure centres.

The new leisure centre truly offers a fantastic

mix of health, fitness and well-being

activities for the whole family, including

a 50 metre swimming pool, a dedicated

learner pool, a family fun pool and a flume.

A 120 station Pulse fitness suite offering a

mix of the latest cardiovascular, resistance

and freeweights equipment plus Pulse’s

gym management software SmartCentre, a

luxurious rejuvenating spa and a spacious

sports hall equipped to accommodate many

sports including badminton, basketball and

football. Plus, the centre also boasts a soft

play kingdom, children’s circuit gym, unique

interactive fitness suite and lots more!

Page 2: Pulse delivers innovative sales, marketing and operational ...€¦ · Pulse Fitness, The Bromley Centre, Bromley Road, Congleton, Cheshire CW12 1PT T: 01260 294610 E: info@pulsefitness.com

Case Study Greenvale Leisure Centre

www.pulsefitness.com

Project management

The first objective for Pulse was to have a

clear and proactive communications strategy

during the development to influence and

engage key stakeholders. This was achieved

via digital media such as a 3d animation, a

facebook page, a micro website and email

campaigns. Outreach work and PR were

also key elements of the mix presenting

and sharing a visual representation of the

proposed new facility to key members of

the community via public speaking, press

communications and newsletters.

Using knowledge gained from their own

portfolio of clubs Pulse took on the role

to influence and provide opinion with

justification on design and layout for the

redevelopment to ensure that the facility

provided the correct mix of health and

fitness activities for the diverse range of

users, plus contained the best infrastructure

and technologies to ensure initial set-up

and ongoing operational costs were kept to

a minimum and ultimately would become

sustainable for the future.

Pulse also presented practical well considered

advice on fitness equipment selection,

interior design, branding, health and safety,

IT infrastructure, security, maintenance and

replacement costs.

The ongoing Pulse solution will include

all facility management issues such as

daily operational management, sales and

marketing, membership management,

retention, personnel recruitment and

accredited training.

Pulse was ideally placed as the management partner for Magherafelt District Council sharing synergy on deliverables, objectives and ultimately delivering an exclusive facility at an inclusive price to the local community.

Pulse services delivered

Pulse services delivered overview

Dedicated account manager

Site survey visit and report

Detailed business plan

Leisure consultant to the building refurbishment project

Equipment selection and layout advice

2d and 3d gym designs including interior branding

Sales and marketing management

Total operational management

Recruitment, appointment and management of 60 personnel

Health and safety management

Direct debit and member management

Web solution with online fitness class booking and member joining portal

Integrated Freeview television and iPod compatible fitness equipment

Energy efficient fitness equipment – saving of up to £3,000 per yr

Virtual trainer gym management software – SmartCentre

Unique children’s interactive fitness equipment

Exerp facility management software to support all aspects of a leisure facility including direct debit management, CRM, EPOS, timetabling etc

Access control system (Gantner RFID)

IT infrastructure

Comprehensive ongoing staff training program

Attractive service and maintenance program

Dedicated service engineer

Effective three phase sales and marketing strategyAn integral element of the Pulse contract was and is to provide a comprehensive and creative marketing plan that encompasses a new brand, pre-opening marketing initiative, launch activity and will support with ongoing marketing activities and promotional campaigns.

Pre-sales marketing activity

Pulse’s in-house design team created a

simple, striking and colourful Active brand

along with a set of coherent sub brands

each one representing a different activity or

service within the leisure centre. The new

brand is clearly visible across all marketing

communications and throughout the new

leisure centre.

A strong mix of digital media and print

marketing activities drove the innovative

pre-sales campaign which saw 1850

households (equating to over 9,000 adults

and children) join for the upfront payment

of £365 for the year.

Launching the new facility Print, ambient and broadcast media

advertising supported the opening and in

particular the opening weekend of

the new leisure centre. The opening

weekend saw 2000 visitors drawn to the

facility to participate in free swimming,

fitness taster sessions , group classes

and family fun activities.

All marketing activity continued to drive

the urgent call to action to join on the pre-

opening offer with an online countdown

prominent on the website and supported

with in-paper advertising.

Ongoing marketing and promotional campaigns The new facility is thriving on referral

generation due to its extensive membership

base and delivery of exemplary services.

To support this Pulse’s in-house web

team have created an informative website

which includes fitness class bookings and

membership join online capabilities.

Additionally Pulse has designed a suite of

promotional materials for the different

activities and services available, a quarterly

newsletter distributed to in excess of

33,000 households and a strong in-paper

advertising campaign.

At the moment all artwork produced

highlights the fantastic facilities available as

opposed to a traditional membership offer. In

time a promotional incentive or membership

offer may be required and Pulse is confident

they will be capable of delivering this -

benefiting from a trialled and tested campaign

from one of their other operational clubs.

In addition to the marketing plan, Pulse also

employs membership sales advisors and uses

the integrated technologies of SmartCentre

and Clublead to achieve positive interaction

and retention strategies with members.

Results10,550 members in 6 months

1850 households joined on the pre-opening offer

Business plan exceeded by 50%

A total membership base of 12,450

More than 1100 swimming lessons each week

More than 30 local schools participate in our swimming program each week

An average 35,000 visitors per month to the facility

Page 3: Pulse delivers innovative sales, marketing and operational ...€¦ · Pulse Fitness, The Bromley Centre, Bromley Road, Congleton, Cheshire CW12 1PT T: 01260 294610 E: info@pulsefitness.com

Case Study Greenvale Leisure Centre

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Partnership working

The partnership between Magherafelt District

Council and Pulse commenced in 2004

when Pulse equipped the old fitness suite at

the existing leisure centre and took over the

responsibility for sales and marketing. Since

then the partnership has flourished; Pulse

has proactively been involved in all aspects of

the multi-million refurbishment project as a

leisure consultant steering and influencing the

delivery team to ensure the leisure demands

of today and tomorrow’s users would be met.

The latest contract signed in May 2012

sees Pulse appointed in the strategic post

of Leisure Management Company bringing

to the position more than 30 years of

experience and knowledge from the

leisure sector.

Partnerships are being forged in the local

community too with Pulse delivering the

benefits of a healthier and fitter lifestyle to

organisations such as schools, sports clubs

and local businesses.

“Appointing Pulse to operate Greenvale

Leisure Centre enables us to invest and

improve our resources in other key

recreational facilities in Magherafelt. We

are confident from our existing relationship

where Pulse has always delivered 101%

coupled with their wealth of experience

they will continue to deliver quality services

to the local community on our behalf,”

comments Andrew Cassells, Director of

Leisure at Magherafelt District Council.

“We have been pro-actively working in

partnership with the council for nearly

10 years, delivering the latest fitness

solutions and comprehensive sales and

marketing management. We are delighted

to be taking the partnership to the next

level and we are committed to running an

efficient and profitable facility that delivers

exemplary services at an affordable price

to the local community,” comments

Chris Johnson, Managing Director for Pulse.

Pulse were ideally placed as the management partner for Magherafelt District Council sharing synergy on deliverables, objectives and ultimately delivering an exclusive facility at an inclusive price to the local community.

“We are confident from our existing relationship Pulse will continue to deliver quality services to the local community on our behalf”