This blog post is sponsored by Fisikal

By Rob Lander, Special AFS Contributor

In 2006, mathematician and architect of the Tesco Clubcard, Clive Robert Humbry, OBE declared ‘data is the new oil’.  He went on to say: “It’s valuable, but if unrefined it cannot really be used.”

Here Rob Lander, Founder of leading digital business management solution, Fisikal, explains the value in this statement as it relates to managing a fitness business.

Digitalization and technological advancements have made the collection of data relatively easy. Where the challenge lies is in the ability to filter data and present it in a user-friendly format that can be interpreted to drive business success.

There are three main reasons for a fitness facility provider to collect data.

To gain a deeper understanding of the market

Collating information on member behaviors and habits enables an operator to better understand how the products and services on offer are being received. Accurate interpretation of this data then enables operational procedures and programming to be swiftly adjusted, driving optimal efficiencies and revenue generation.

For example, identification of classes that are underperforming in terms of attracting participants could be quickly replaced by classes commanding waiting lists, helping to ensure members can access the services they most enjoy. Equally, understanding how individual personal trainers are performing in terms of paid bookings can encourage the sharing of best practices and drive up revenues across the team.

To deliver a more personalized experience

Members today live in a world where services are highly responsive to their needs. For example, if an individual views a crime drama on Netflix, they will be sent a list of other, similar programs, they might enjoy. Collecting data on how a member interacts with fitness products and services can enable similar practices.

For example, a member who has consistently booked mat Pilates classes may welcome a chance to try a new Reformer provision, but is, perhaps, less likely to buy-in to new HIIT classes. Data can help to ensure members are fed only relevant information, helping to block out the ‘noise’ and creating the impression of a highly tailored service that seamlessly meets their needs.

To remove guesswork from critical decisions

Operational and commercial decisions based on evidence rather than gut feel help to mitigate risk and ensure a business continues to deliver products and services relevant to the market it serves. For example, despite member requests to open the club earlier in the morning, data collected in a pilot might show, the engagement is consistently too low to make it commercially viable. Understanding this early can help to prevent long-term drain on resources and also encourage the retargeting of resources.

For example, those members who requested an earlier provision might be interested in a remote, small group, or one-to-one personal training session instead. Collecting the data is the easy part of the puzzle. The real value is in the data collation and ease of interpretation.

Data, in its raw form, is not particularly usable. Busy facility operators don’t have the time to pick through lists of random statistics in an attempt to draw out trends or insights. This is where functionality like Fisikal’s data dashboards can really help.

Fisikal’s data dashboards unlock the potential in raw data and provide a real-time snapshot of business performance, presented in an easy-to-understand format that can be interpreted in seconds. Dashboards can be accessed anytime, anywhere via an app or a website, meaning business owners have sight of business performance every minute of the day, even when they are not physically based at the facility.

Business intelligence tools collate data from Fisikal and other digital integrations such as incumbent CRM systems, then present the data back to the user via drag-and-drop reports and easy to interpret visual displays or ‘dashboards’.

Whilst Fisikal offers a selection of off-the-shelf dashboards based on years of consultation with its global network of operator clients, dashboards can also be highly customised to deliver analytics on practically any aspect of business otherwise hidden in the raw data.

Closing thought

In today’s technology-driven, digital world, the application of data intelligence can mean the difference between success and failure. Whilst every facility owner probably has a broad understanding of how their business is performing in terms of meeting member needs and driving operational efficiencies, the collation and application of data can take this understanding to a new level.

Gaining a real-time snapshot of business performance anytime, anywhere, enables operators to be much more nimble in their operational adjustments.

For more information on how to integrate Fisikal Data Dashboards into your business, visit

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Rob has over 20 years of experience in the Health and Fitness industry, as a former personal trainer who built a successful business of 50 sessions per week. Rob has also spent many years as an international presenter lecturing on “Technology in the fitness industry”.

Rob was the guy with the problem and is the content matter expert. Rob started with little knowledge of technology other than the vision that one day we would all be using it for many areas of our lives.

Organizations all over the world now come to Fisikal seeking our advice on how systems and processes can be optimized. As Rob has worked in all areas of the Fitness Industry this gives him multiple perspectives to help advise on how solutions could be created but also with his advanced knowledge of technology – what the future holds and how we can adapt internal processes so they can leverage technology efficiently.

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