Indore Fitness Club

Implementing CRM

PREPARED BY:-

NAME ROLL NO.

Ankit Jain 2019EPGP007
Kshitij Sharma 2019EPGP020
Shrankhla Gupta 2019EPGP038
Raghvendra Pandey 2019EPGP031
Sumit Singh 2019EPGP041

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 Objective for CRM Implementation in Gym:
1. Customer Retention using personalized suggestions and progress charts.
2. Customer loyalty by gamification using leaderboards, upscaling membership options,
discounts and rewards.
3. Identification and movement of customer to premium services such as Personal Trainer,
Spa, Sauna, Purchase of health supplements (Protein Powder, Juices etc.), Merchandise (T-
shirt, posters, mugs etc.).
4. Customer acquisition through scouting customers by organizing events such as Celebrity
visits, Half marathons, social media campaigns, live streaming of world-cup/football
matches and collecting data. (example – to attend event please confirm registration by
filling this google form)
Onboarding proposition to customers will have one-time registration and mobile app
download:
1. Setting fitness goals, sharing on social media, sharing with friends to the customer via app.
2. Enrolling will help us generate personalized improvement charts, where customers can see
how many hours, they have exercised and reminders about work-out, diet etc.
3. Daily and weekly leaderboards to encourage regular work-outs and improvements.
(Biggest Weight Loser of the week. Highest KMs runner etc.).
4. Data about preferences of customer in other services such as Zumba, Yoga, Aerobics,
Dance etc. will be collected, also the profession of customer as part of registration process.
5. Collect customer preference to join the Gym such as Muscle Gain, Weight Loss or Stamina.
6. Permission to sync data from user’s fitness trackers such as FitBit, Band or Apple Watch
Data Collection Points and possible insights from them
1. How often customers visit the gym – Pattern of customers by frequency, who are regular
customers and who are intermittent and other patterns.
2. When do customers visit the gym – possible timing patterns (to corroborate with office
goers/ students/ businessmen/ housewives)
3. How long they use the gym – work-out habits, machine usage needs (by NFC), crowding
4. Purchase habits – Protein powder, juices, health supplements, merchandise (gym gloves,
gym clothing, shows, mugs, bottles etc)
5. Premium service usage – Personal Trainer, Spa, Sauna, Zumba, Yoga, Aerobics. (as
services will be chargeable per session)

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6. Response to discount offers for renewals – monthly, quarterly, half yearly, yearly and two-
yearly renewals.
Business Use-cases for CRM usage across types of customers.
1. Fitness Points to be awarded based on time, intensity of work-out and purchases of
premium services, supplements or merchandise.
2. Leaderboards to display Daily and Weekly leaders on TVs/ White boards in the gym,
customers with great fitness to be used in advertisements and promotions.
3. Fitness points can be achieved at any of the four gyms. (Allowing customers to continue
even when they move to new location within the city)
4. Encouraging potential customers with flexible hours based on occupation, to use gym at
relatively free times, this will help avoid over-crowding at prime time. (Housewives,
Students to be targeted for these promotions). Example – 1.2 fitness point to use gym from
2-6 PM on Tuesdays and Wednesdays.
5. Personalized discounts to customers on services they are interested in – Aerobics 10 day
crash course, 20% off just for you.
6. Renewal discounts only to customers that are irregular and most likely may discontinue.
(High discount to users that come to gym once or twice in month)
7. Renewal time-based discounts (10% on one month, 20% on 2 months and 30% on 3 month,
50% on 6 months and above) only to new customers that have joined in last two months.
(Potential stars to be converted to loyal members, by offering larger commitment period)
8. Discounts coupons for customers on their birthdays, for Sauna/ Spas.
9. Customer with “Robinhood membership plan” to be given 1 session free for personal
trainer, and then to observe customers further availing these services. Customer going for
paid usage of these services to be offered further discounts. Users only availing free
services to be discontinued from giving further discounts. Similar for other memberships.
As given in exhibit 2.
10. For housewives, have Zumba classes one time of day, provide extra points for group
participation. To effectively use their free time, and gym utilization.
11. Award discounts, and Fitness Points for social media posts and friend referrals.
Prominently offer larger discounts to members bringing more new customers.
12. Use data of customers visiting the eateries and nutritionist in the gym complex to identify
prospective customers and give offers for membership.

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 Exhibit -1
High Level Diagram of CRM Connectivity

Exhibit -2
Membership Types offered at the Gym.

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