Digital innovation driving growth of Goodlife Health Clubs

Goodlife Health Clubs is reporting encouraging signs of growth through the pandemic with four times the number of online sales since February 2020, prior to COVID lockdowns.

While customers have always had the ability to join a gym online, Goodlife’s improved digital user experience has reduced ‘clicks to convert’ by one third, creating a more simplified way for customers to purchase and get started with a membership.

Eddie Swinnen, Head of Product at Goodlife owner the Fitness and Lifestyle Group, explains “being a digitally enabled business means the foundations were already in place to pivot operations during closures and act fast in response to customer demands.

“Not only do customers want to feel safe and confident in returning to exercise, they want access to information about membership anytime of the day that suits them. That’s why our recovery plan focuses on delivering a world-class online experience.

“We have improved and simplified digital touchpoints to give Goodlife and other Fitness and Lifestyle Group brands a competitive edge and allow for seamless integration into physical gym spaces.

“Fewer clicks enables less friction in the process, along with a simplified product comparison that helps customers compare and understand membership options with ease. Plus, improvements to loading and payment speed and the flexibility to apply sales promotions.”

With further easing of COVID restrictions and consumer sentiment up 6.2% from March to April 2021; now at its highest level in 11 years (Westpac-Melbourne Institute Index of Consumer Sentiment, April 2021), the Fitness and Lifestyle Group is confident that the industry is continuing to rebuild.

Fitness and Lifestyle Group Chief Executive, Greg Oliver stated “the recovery has been better than expected. This time last year we were grappling with the reality of closing our gyms while seizing the opportunity to invest in digital innovation and ensure a strong, more resilient future.”

A rapid rollout plan across the group will see an improved online join experience for the group’s gym brands in the coming months including Jetts NZ (launching mid-May) followed by Fitness First, and Zap.