Equinox, a national chain of health clubs, understands that that thrilled members help spread their story.
The economics of health clubs is fairly simple. The many paying members who belong but don’t frequent the clubs subsidize the few that go often. Just like airlines oversell flights, health clubs oversell workouts. If even half the members of any given health club showed up at the same time, gridlock would ensue.
To compete, top health clubs invest heavily in flashy marketing and fancy club amenities designed to sell as many memberships as possible but beyond that, don’t go out of their way to encourage usage.
Enter Equinox. Instead of offering better soap in the locker rooms, Equinox proactively invested in the development of a super slick iPhone app and a mobile website that allows members to:
– find clubs via GPS
– find classes by club, category or instructor
– learn more about the class or the instructor
– maintain a MY EQ favorites list
– track workouts and set goals
– send VIP invitations to friends
– reserve a bike for studio cycling classes
Equinox not only made it easy for customers to use their clubs, they gave members a story to tell and made it easy for them to tell it. Brilliant.
How easy do you make it for your customers to use your product or service or tell your story?