Clublinks exceeds performance expectations during 12 months of operations at University of NSW Fitness and Aquatic Centre

Coming up to its 12 month anniversary of operating the UNSW Fitness & Aquatic Centre, Clublinks Pty Ltd has reported that it has achieved 25% above and 29% above key performance indicators for memberships and swim school attendances respectively.

Taking the on the management of the University of NSW facility, located in the Sydney suburb of Kensington at the conclusion of 2020, after a closure period of 12 months, Clublinks was tasked with reopening the Centre as leading fitness and aquatic facility for students, staff and community.

Clublinks was tasked with ensuring the facility continued to provide aquatic, fitness and sport programming and competition management services to university staff while remaining a leader in the university space as the healthiest and most active university in Australia.

In operating the facility, Clublinks advised “obvious challenges due to closure were evident from the start, mainly centred around the interrupted continuation of service and communication with customers.”

However, Clublinks notes that it “saw the great opportunity the partnership would provide and knew we could make a strong impact from day one.”

Given 11 days to fully open and operate the facility from contract sign to transition, Clublinks soon surpassed expectations with the following results:

• Recruitment of a customer service team of 50 including interviewing over 100 applicants.

• Full IT hardware and network connection

• Service and maintenance of all gym equipment prior to opening

• Full communication plan and sales strategy

Within the first six months of opening, recruitment of the full management team had been successfully completed and, to date, gym and swim membership results have been 25% above KPI gym memberships and 29% above KPI swim school attendees.

Clublinks state “this has been despite low on-site attendance by students (mainly fuelled by the lack of international students due to COVID border restrictions) and eight other fitness facilities in the direct surrounds.”

Online engagement in the past eight months includes more than 1,000 social media followers and 20,000 active users to the facility's new website, all achieved despite lockdown restrictions lasting 16 weeks in total during the year.

Clublinks add “success has been attributed to robust marketing, communications and sales strategies which engaged multiple target markets including students (current and alumni), staff as well as community.”

The Melbourne-based facility manager is currently in the process of negotiating further opportunities with other university faculties and colleges and student welfare department to ensure exercise and wellbeing is a part of every student experience.

Image: UNSW Fitness & Aquatic Centre.