Technogym, a leading provider of premium fitness appliances, has launched Club 2.0, a new approach for clubs to better understand their members.

The focus of Club 2.0 is to establish people’s aspirations and understand the way in which this determines how they use the gym. This unique tool enables the club to match customer experiences to their aspirations and goals.

The new package uses the ‘Technogym Aspiration Finder’, the first ever scientific online questionnaire, to tell the club what exactly motivates their customer (or potential customer).

As a result of extensive development and testing in Europe by the University of Milan, Technogym divides the club population on the basis of six core aspirations: shape, power, fun, move, balance and sport.

The questionnaire takes just five minutes to complete and results reveal the relative percentage mix of that person’s six core aspirations, said a statement.

Applying Technogym’s Aspiration Finder across the club’s member population allows club operators to create a map indicating an exact breakdown of how their members are using the gym.

This in turn allows the club to tailor dedicated business strategies in terms of equipment, programmes, club layout, interior design, visual communication and secondary spend activities exactly to its members.

Club 2.0 also allows clubs to drive business strategy through personal training. The Technogym Aspiration Finder provides personal trainers with the information they need to develop a profitable personal training relationship and increase secondary spend.

Club 2.0 also offers a new way to layout a club by creating six aspiration zones.

These zones would create the ideal environment in which to train for each exercise preference type Club 2.0 is compatible with Technogym’s Wellness System allowing clubs to link member programs to their aspirations, drive interactions and communicate with members based on their aspiration type.

This provides members with a rewarding workout and high level of customer service.

“Club 2.0 gives clubs a unique insight into what really motivates their members,” said Nerio Alessandri, Technogym president and founder.

“This allows them to be specific in their club offering, helping to increase loyalty, to maximize space to deliver higher return on investment and have a tailored approach to member communication. Overall Club 2.0 will help clubs to develop higher member satisfaction and retention for increased profits,” he added. – TradeArabia News Service