A new digital interface we’ve developed in-house is being hailed as ‘revolutionary’ for the leisure, health and wellness industry, allowing disparate data from multiple membership systems to be aggregated into one customer journey.
Named Cornerstone Connect, the new API (Application Programming Interface) enables different apps to exchange information with each other in real time to create a more cohesive and streamlined portrayal of members’ activities, changing exercise habits and preferences – especially valuable over a long period of time.
It’s a GDPR-compliant solution to a problem that has occupied the thoughts of our founder and MD, David Wadsworth, since we started working with public and private sector leisure operators 14 years ago.
With several operators already signed up to the new API, David discussed its origins and benefits at the latest LFX conference, where LFX founder and leisure industry stalwart, Graeme Hind, described it as ‘revolutionary’.
Data without limits – what’s the future of connected leisure?
LFX is made up of over 40 leisure operators and industry third parties, who meet regularly to share and evolve ideas, and David told the gathering at Bolton Arena Community Sports Village that while one of the biggest challenges facing the industry used to be a complete lack of customer data, now it is too much data, and worst still, fragmented data.
He said: “This is groundbreaking, to the best of our knowledge. It’s the first system that will actually allow the consumer to engage with a leisure brand holistically and not just an individual part of it. We can collect preference data and usage data across different platforms like no one’s ever been able to before.
“That then allows for operational benefits and efficiencies, and customer and commercial improvements in terms of better cross-selling and upselling; we can do timely delivery of certain tasks, activities and promotions direct to the user.
“It’s completely customer centric – we’re putting the power back in the consumer’s hands while empowering the provider with joined up data. And it’s proven technology that’s being used by big commercial players across the globe, such as Apple, Amazon, Ikea, Microsoft and Assos.”
The catalyst for making Cornerstone Connect a reality, says David, was the launch of a two-way, more open API by Gladstone, whose leisure management system (LMS) serves 500 health and leisure operators with approximately 40,000 users and 8m members.
Since then, Cornerstone and Gladstone have worked together to integrate Cornerstone Connect into its interface.
The idea for the Cornerstone Connect API first came about when a leisure trust client approached David about enhancing data on patients being referred to it via a NHS GP referral programme, so they could follow how they interacted with the trust, if at all, after the programme ended.
Mindful of the transformation to active wellbeing prevalent throughout the industry, David says he thinks the API could benefit leisure trusts in supporting NHS referral patients, and also the NHS itself in years to come.
He added: “In discussions we’ve had with the NHS, it has the exact same data sharing problems that leisure does, but just on a grander scale with hospitals across different locations not being able to see the same data. I think this kind of solution can be applied in so many settings.”
David’s discussion followed a presentation by Julie Allen of Active Insights about the importance of informative data and how it can help operators to understand customers – and potential customers – more intelligently.
One of the biggest barriers to joining a gym was the cost, she said, especially members and would-be members not seeing the value in what they were being asked to pay.
David has shared more of his thoughts about Cornerstone Connect and the customer journey in a self-penned blog that you can read here: https://cornerstonedm.co.uk/blog/marketing-journey-improvement-gladstone-api/
The ultimate customer journey – what does it take?
‘It should never stop’ – that was the overarching message about the pursuit of the ultimate customer journey that emerged from a LFX panel discussion featuring our very own Victoria Shuttleworth, Cornerstone’s Customer Success Manager and a regular gym-goer.
She was joined by Scott Bryce, Chief Operating Officer at Burnley Leisure and Culture, Damien Ellison, General Manager with Rochdale-based Your Trust, Eddy Graham, Direct Sales Manager at Fitronics, and Bolton Arena MD, Neil Hutchinson.
Each gave their perspective on the small details that transform a member’s journey, the things all operators should be doing but sometimes overlook.
The enduring message from the panel was that creating a wow factor for customers was a perpetual pursuit that had to be maintained – the second it stops it increases the risk of dissatisfaction – and the onus is firmly on the staff and those leading them.
The tone was set by Victoria, who said from a member’s perspective, it wasn’t just about the facilities a centre had to offer, but the emotional connection staff create with the members.
Scott Bryce said that was down to attention to detail, creating interactions that fostered relationships and helped to build communities of like-minded members. All BLC team members were given time to try classes and sessions to enhance their own knowledge of what members could expect, he said.
Eddy Graham said he was a keen advocate of creating micro communities for people with the same health conditions and goals.
“Small WhatsApp groups of people all going through the same thing will help them to support each other. They could be used to spread educational messages about sleep, hydration and nutrition to create good habits,” he said.
Neil Hutchinson said turning negatives into positives was another factor: “Remember, all our members have chosen our centres. If you’re being made aware of issue, then you’re being given the chance to sort it out. Empower staff to provide a timely response and resolution,” he said.
Damien Ellison, who combines his General Manager role with teaching spin classes, said it gave him the opportunity for regular first-hand interaction with members, while all team members were encouraged to take ownership of their responsibilities.
“Centres are just bricks and mortar,” he said. “But it’s the people that create the community and the empathy. For example, we have a member undergoing chemotherapy and staff who know him organised flowers, a hamper and went to visit him off their own initiative.”
Why it’s crucial to make accessibility information freely available
Staying with the customer journey, George Thompson, a sports therapist from The Matt Hampson Foundation, discussed the member journey for someone with a physical disability.
The foundation takes its name from founder Matt Hampson OBE, a former Leicester Tigers rugby union player who was paralysed from the neck down following an accident at an England Under-21 training session in 2005.
Matt, who relies on a breathing ventilator, established the Foundation in 2011 to help others like him, who have suffered similar catastrophic injuries through sport, to receive the support they need to rebuild their lives.
George told his LFX audience that accessibility information should be freely available for anyone with a disability.
“Don’t just say your facilities are accessible – go into detail,” he said. “The information should be there to be seen, so rather than ringing up to find out, the information is there. If it isn’t they might not bother.”
And, he said, operators should not have to do anything special to accommodate disabled members – ‘just give them the confidence to come into your centre just as you would for anyone’, he added.
George explained how the foundation, which is based in Leicestershire, is looking to open rehab hubs in other areas, and appealed for any operator interested in such a partnership in North West England to get in touch.
For more information about LFX’s professional development and networking events visit its website: https://www.lfxworld.com/
