Fitness and Lifestyle Group introduces digital induction process for new members

The Fitness and Lifestyle Group has introduced a new onboarding process for members at its Fitness First Australia, Goodlife Australia, Jetts New Zealand and Zap Fitness brands that includes an online health and safety induction.

The upgrade to its joining process is part of a transformation of its digital activities for both its front and back-end operations, with new members now able to signup online, set up payment and attend a health and safety induction directly through their smartphones.

The overarching aim is to provide members with access to a range of digital products across all FLG brands, and, with user insights around how people select memberships and join online, FLG’s new experience has minimised clicks versus industry standards.

Fitness and Lifestyle Group (FLG) Chief Digital and Product Officer, Eddie Swinnen advised “we’ve also slimmed down the product choices to further streamline the end user experience: a few simple membership types to pick from, a handful of options to customise to your needs, and that’s it.

“Our vision was to create a seamless process whereby someone could go online, find their closest club, join, set up their membership, verify their email, pay, go through our health and safety induction and access their new club via their mobile - all within a few minutes. We want onboarding to be quick, simple and self-service for maximum customer convenience.”

Created in collaboration with FLG’s legal and marketing teams, the health and safety induction is a mould-breaking approach to health and safety and is a compulsory watch - club reception is alerted if a new member arrives without watching it.

The video uses humour to drive engagement with its health and safety message.

Swinnen went on to state “our final step will be to give the new member access to the club via their phone - once they’ve completed their PAR-Q and health and safety waivers - so they don’t have to wait to see someone to get a membership card.”

The groundwork for FLG’s digital operations started in 2016 when the group moved its data into a cloud-based data lake called Snowflake which allowed for data analytics and business intelligence across all departments.

Since then, Swinnen and his FLG’s Chief Technology and Security Officer, Rob Waldron, have standardised FLG’s systems and integrations so all brands use the same operating platform.

FLG technology initiatives were the subject of a feature in Australasian Leisure Management issue 149.