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The journey of how P81 maximised membership sales opportunities and increased secondary spending for the biggest gym chain in Europe with the use of starter kits with a 1-month membership.
In an era marked by evolving consumer preferences and heightened digital engagement, businesses continually seek innovative strategies to captivate their target audience and foster lasting relationships. One industry that has embraced this challenge with success is the fitness sector. This article delves into the transformational journey of Basic-Fit, a prominent player in the fitness industry, as they partnered with P81 to revolutionise their approach to membership sales and secondary spend. Through creative packaging and strategic collaborations, Basic Fit not only witnessed a surge in membership sales but also established an enduring connection with their clientele.
Basic Fit faced the challenge of maximising membership sales opportunities and increasing secondary spending across multiple channels including in-club, online, and through external partners. To address this challenge, the expertise of P81 was sought to devise, implement, and deliver an effective solution.
The solution adopted involved the creation of an innovative membership package, carefully designed to captivate potential customers, and enhance their fitness journey. This package consisted of a trial 1-month membership and an accompanying starter pack, replete with essential gym accessories. Among the items included were a twin-walled sports bottle designed to ensure proper hydration during workouts and a padlock to securely store valuables in lockers while members engage in their training sessions.
A crucial decision in this strategy was to package all these products within a retail box. The rationale behind this choice was twofold. Firstly, the utilisation of a box facilitated convenient postal delivery to individuals. Secondly, this packaging was intentionally designed for retail distribution through high-street partners.
The journey from inception to the current V3 iteration of the starter kit was marked by iterative refinement. Valuable insights from prior versions prompted a 70% reduction in box size, strategically aimed at curtailing shipping expenses. This reduction not only aligned with the client's carbon-neutral aspirations but also exemplified a commitment to sustainable practices by minimising packaging and plastic usage.
The effectiveness of this strategy was evidenced by the initial one-month trial, which witnessed the starter packs selling out within an astonishing three-week timeframe. Encouraged by this success, the initiative was expanded to encompass all European territories. Presently, Basic-Fit is retailed through its Web shop at a rate of 2,500-3,000 packs per month, priced at €34.95. Moreover, the enterprise is poised to explore additional sales channels, and high-street retail establishments, with a projected increase to 4,000 packs per month anticipated later in the current year.
Basic Fit's clientele has lauded the efficacy of the starter packs as a multi-pronged tool. These packs have proven instrumental in fostering a sense of community among members. A member of the management team stated.
“The packs really have worked well. Members have bought packs for friends to bring them into the gym and get them started with the 1-month membership.
The merchandise in the box also meant the new member instantly felt part of the basic fit family and in turn, meant they continued with their membership – for us it’s been a fantastic referral tool and also a secondary spend generator through our website and high street retail partners.
All the boxes and membership cards were individually coded so it meant we could track exactly where in Europe the packs had gone and give us that all important feedback!”
— Basic Fit
