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3-1-5, Lee Jones
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THE CUSTOMER
3-1-5 Health Club is an outstanding, award-winning fitness and leisure facility in Lancaster, with around 4000 members and a family-wide demographic. Alongside its world-class gym, it also offers three swimming pools, squash courts and more. What sets 3-1-5 apart from its competitors is that it’s the only facility in the UK to have the revolutionary X-Force strength training system (developed in Sweden), which is composed of 14 different training machines, working the upper and lower body through negative strength training. Committed to innovation and the evolution of the club, it has also invested in Styku, the world’s leading 3D body scanner to take its ability to track and set health and fitness goals to the next level. Additionally, the club also personalised services and full access to the knowledge, support and expertise of world-class trainers to produce accelerated results for clients. 3-1-5 favours a results-based, academy-style training, working with small groups who support and motivate one another.
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THE EXECUTIVE SUMMARY
By integrating the Styku 3D Body Scanner within its offering, 3-1-5, Britain’s only club with the X-Force Training system and X-Force Academy (small group personal training (PT) classes), has added the final jigsaw piece to enable its trainers to deliver a highly effective and truly personalised experience to members both on and off the gym floor, catering for their overall health and wellness. This has led to a much-improved member journey pathway, an increase in member engagement and retention, and, subsequently, additional revenue opportunities, such as greater conversion to the X-Force Academy and more sign-ups to other parts of the facility.[/vc_column_text][/vc_column][vc_column width=”1/3″][us_image image=”7379″ size=”us_600_0″][/vc_column][/vc_row][vc_row css=”%7B%22default%22%3A%7B%22padding-top%22%3A%2210px%22%2C%22padding-bottom%22%3A%2210px%22%7D%7D”][vc_column][vc_column_text]
THE CHALLENGE
Member Experience and Differentiation
3-1-5 was looking for a powerful measurement tool to complement its X-Force training system and deliver the best all-around experience possible for its members; something that would help to further differentiate the club from its competitors.
As a club, 3-1-5 bases itself on a service model and recognised the opportunity Styku presented to offer a more in-depth service to a much larger group of people, in line with its mission to treat every member as an individual rather than just a number. Unlike measurement sessions involving callipers, which can be timely, difficult to perform, and can produce inconsistent results, the Styku 3D body scanner takes just 35 seconds to provide a full 360º visual representation of a person’s body, extracting and analysing hundreds of body measurements with an unprecedented level of detail and accuracy. Therefore, it was clear that the Styku 3D body scanner was the best device available to help fulfil 3-1-5’s desire to create an even more personalised, holistic and wellness-based service for its members by being able to share meaningful data and visible results.
Lee Jones, 3-1-5 Fitness Manager, said: “We immediately saw Styku’s value in terms of having a hugely positive impact on member motivation, engagement and retention, as well as its ability help us upsell other services.
“With X-Force and Styku, we now have something that no-one else in the world has; effectively, a double whammy which helps us to stand out and deliver a top-class, end-to-end service for our members.”[/vc_column_text][/vc_column][/vc_row][vc_row css=”%7B%22default%22%3A%7B%22padding-top%22%3A%2210px%22%2C%22padding-bottom%22%3A%2210px%22%7D%7D”][vc_column][vc_column_text]
Technology to Cater for Smarter Consumers
Alongside Styku’s ability to improve member experience, through providing members with useful data and instant gratification from seeing their progress, 3-1-5 also recognised how technology (apps and wearables) is making consumers smarter, meaning they expect more from their gyms and/or trainers in terms of the information they receive.
“Members demand metrics that mean something; they want to be able to see their progression, so the challenge for 3-1-5 was to find the technology that could meet those expectations,” explained Lee.[/vc_column_text][/vc_column][/vc_row][vc_row css=”%7B%22default%22%3A%7B%22padding-top%22%3A%2210px%22%2C%22padding-bottom%22%3A%2210px%22%7D%7D”][vc_column][vc_column_text]
THE OUTCOMES
Member Journey Pathway
Since implementing Styku, it has become an integral part of 3-1-5’s member journey pathway. When somebody new joins the club, they are given a 1-hour consultation which includes a Styku 3D body scan. From this, 3-1-5’s expert trainers work out what type of program and nutritional guidance best suits that individual, with a re-scan after 8-12 weeks to monitor progress and track results.
Lee said: “The 3D scans lead brilliantly into consultations; they speed up the whole process of getting to know individuals, their body compositions, and health and fitness goals. From the data received, we can immediately start to delve into specific, tailored plans which meet our clients’ needs.”[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]
Upselling
Styku now sits at the forefront of 3-1-5’s business and, combined with X-Force, is proving to be an effective marketing tool for attracting new members to the club. Not only this, once a member has experienced the power of a Styku 3D scan in their free consultation, it’s often something they’d like to become a more permanent fixture of their training regime.
“The data from the Styku 3D body scanner is gold dust. When people go on, they say WOW!” said Lee. “Styku provides us with a great opportunity to upsell and is enabling us to fill the funnel into the X-Force Academy, which is our small group PT. Likewise, Styku is a great tool for accountability and motivation. Once a client has their 12-week check-in scan, they may look at their results and decide that they need to up their game or would like more guidance from a PT; again, helping us to upsell. Equally, they may see that what they’re doing is working well, helping us to retain PT clients.”
Lee continues: “In Styku, we’ve found ourselves the ideal piece of kit for consultations to be able to drive people on different pathways within the gym and direct them towards different activities that would be the most beneficial, for example using the pool, which could be a further opportunity to upsell. However, what’s most important to us is that we’re sending our members in the right direction, giving them the correct guidance to succeed.”[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]
Consistency
Previously, 3-1-5’s fitness professionals were using callipers to calculate body fat percentage, which can leave margin for error; something they wanted to replace with a more effective solution: “With Styku’s incredible, AI technology, you know that you’re getting a consistent reading every time – made even better by the fact that it’s easy to use for both trainer and member,” said Lee.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]
Member Experience
Styku’s self-service kiosk mode allows 3-1-5’s members to scan themselves privately, meaning it’s a completely unobtrusive experience: “The kiosk is a nice touch because, if a member would prefer to do the scan alone, they can do so without a PT being in the room, leading to a comfortable and positive experience,” explains Lee. “Afterwards, we can then take a look at the scans together in an open discussion and set relevant goals based on the data in front of us.”[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]
Retention
According to Lee, Styku is “a fantastic tool for retention and to show off the results of body transformations”. Being able to email clients with their scans creates a personal touch and helps members to stay engaged and motivated. It also provides them with the transparency they desire (particularly important for engaging the younger generations) – being able to see what they’ve achieved and where to focus their attention moving forward.
3-1-5 has also found Styku to be a useful tool for getting people back on track with their goals, as Lee describes: “If a member has come to the end of a 6-week training program, but there hasn’t been as much change as we’d like, you can always get them back on track with another scan. This is a great way to re-focus and re-motivate a member, ensuring they enjoy their sessions with you, achieve their desired progress and, ultimately, keep coming back to more.”[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]
Retention
According to Lee, Styku is “a fantastic tool for retention and to show off the results of body transformations”. Being able to email clients with their scans creates a personal touch and helps members to stay engaged and motivated. It also provides them with the transparency they desire (particularly important for engaging the younger generations) – being able to see what they’ve achieved and where to focus their attention moving forward.
3-1-5 has also found Styku to be a useful tool for getting people back on track with their goals, as Lee describes: “If a member has come to the end of a 6-week training program, but there hasn’t been as much change as we’d like, you can always get them back on track with another scan. This is a great way to re-focus and re-motivate a member, ensuring they enjoy their sessions with you, achieve their desired progress and, ultimately, keep coming back to more.”[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]
Favourite Features
The trainers at 3-1-5 love making use of the side-by-side scans to show in a highly visual way where progress has been made. They also enjoy using Styku’s trends feature because it displays graphs outlining progress over time, for example, the change in someone’s body fat or the movement in their weight.
“Trends is a great visual tool for people to see what’s happening to a specific measurement, allowing them to physically see progress in a way that’s inspiring and motivational,” said Lee.
Another of 3-1-5’s favourite tools is the postural analysis feature, which allows trainers to look at their members’ postural imbalances and program them into their goals and gym sessions, for example, single-side dominant exercises. When it comes to the next scan, it’s then clear to see where progress has been made towards correcting that person’s posture.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]
Great Service
Another factor that impressed 3-1-5 when selecting Styku from other body scanners on the market was the excellent service it received from React Fitness, the appointed distributor for Styku in the UK and Europe. “One of the big, deciding factors for us was the relationship we formed with David and Tracy and the personal service we received thereafter,” said Lee.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]
The Perfect Fit
With a mantra to help exercisers to “do less, better” and achieve “double the workout in half the time,” 3-1-5 runs the X-Force Academy, which is an innovative and highly effective form of small group PT. With a maximum of eight people in a 40-minute X-Force session, it means that 3-1-5 can guarantee an intimate exercise experience in which every member gets coached on three pieces of equipment by an expert PT. Essentially, members receive the best of both world’s; a PT service whilst training in a small group. Because of this format, it means that 3-1-5’s skilled trainers can focus on each individual and drive results quickly.
3-1-5 would much rather their members work out effectively once or twice a week and achieve a great lifestyle than train poorly five times a week and have no social life. In line with this, Styku is enabling members to achieve results in less time through the detailed and accurate data it provides, helping them to focus their activities during gym workouts and X-Force sessions.
In addition to this, part of 3-1-5’s mission is to prepare people for a healthier lifestyle, regardless of how long they remain a member, by putting education at the forefront of the club’s aims, alongside results, as Lee explains: “We focus on teaching people why we do what we do; placing as much emphasis on nutrition as training, so they have the skills and tools they need to continue what they’re doing after they leave. We believe in empowering members; making them feel as though they have the skills to stay fit and healthy without us. Because of the invaluable insights that Styku provides, it has helped us to strengthen this side of our business.”
“The whole team loves Styku and so do our members. Everyone that uses it is excited about their next scan, and it’s become an indispensable part of 3-1-5’s culture and service. As we always say, who doesn’t enjoy finding out more about themselves? When you see all your measurements on the screen through Styku, you can’t help but be enthralled and motivated – a superb engagement and retention tool.”
With X-Force being at the core of 3-1-5’s business, running through everything it does, Styku is the perfect supporting partner that has taken the club’s overall health and wellness offering to the next level.[/vc_column_text][/vc_column][/vc_row]
