As one of the most technologically advanced fitness companies in the world, GymNation is revolutionising the fitness landscape in the UAE, with a strong emphasis on delivering digital experiences and driving technological advancements.
This year, the company is expanding by five new locations in the UAE, reaching a total of 16, as well as adding six new locations in Saudi Arabia.
With its strategic focus on technology, the operator has set a new benchmark for the customer journey, through innovative solutions that align with its forward-thinking approach.
In its pursuit of rapid expansion, both domestically and internationally, GymNation recognised the need for a robust management system that could scale with its ambitions. Perfect Gym’s open interface and custom integration capabilities proved to be the optimal fit, seamlessly integrating with GymNation’s existing infrastructure, facilitating smooth operations across multiple locations and acting as the foundation of its operational excellence strategy.
The improvement in the system delivered by Perfect Gym has already contributed to a 33 per cent year-on-year increase in membership numbers for GymNation.
Elevating security and member experience
Having a secure, cloud-based platform is vital for modern, agile fitness businesses, ensuring information integrity, accessibility and operational efficiency.
Transitioning to Perfect Gym’s software, which is ISO 27001-Certified and GDPR-compliant, ensures data protection, while integration with modern Gantner hardware facilitates safe, automated 24/7 access via QR codes, enhancing security and convenience.
Adopting an omnichannel approach, GymNation maintains a strong digital presence across various platforms. Leads generated from these sources seamlessly flow into Salesforce CRM, fully integrating with Perfect Gym via an open API. This ensures a straightforward customer journey from first contact with the brand, right through to membership activation.
Leading on innovation at GymNation’s is Karl Foster, chief technology and innovation officer, who values performance and reliability in the tech solutions he develops. Foster says, “The rating I would give the Perfect Gym API is extremely high because of the speed and the support that we’ve had from the team. We’ve had zero downtime, which has been fantastic for us because we’re heavily relying on data.”
Digital evolution: advancing experiences
Data-driven decision-making is at the heart of GymNation’s strategic approach, enabling the team to better understand market needs, identify gaps and ultimately position the company as an industry leader.
To fortify its analytical capabilities, Foster integrated Tableau in the set-up. This powerful business analytics tool from Salesforce enables the company to realise the full potential of its data, while integration with Perfect Gym’s API enhances back-end data flow, facilitating real-time analytics to power member retention strategies.
Leveraging insights gained from these systems, GymNation focuses on better understanding member engagement, delivering gamification functionality and giving personalised feedback, with this activity already resulting in a 1 per cent increase in retention and overall success.
The power of AI and business intelligence
The introduction of AI member assistants has enabled GymNation to provide hyper-personalisation, round-the-clock support and multi-channel communications, which has led to a significant reduction in dormancy rates among members. Moreover, the seamless integration of advanced technological capabilities, including Business Intelligence tools and predictive machine learning, has delivered an impressive 87 per cent accuracy score when it comes to forecasting churn.
With an unwavering commitment to providing more people with affordable access to its cutting-edge fitness facilities, GymNation’s mission is to continually redefine industry standards, enhance its services and expand its presence internationally.
The strategic partnership with Perfect Gym future-proofs GymNation, ensuring a solid foundation for further development. As Ant Martland, co-founder and CCO at GymNation, explains, “In terms of technology, Perfect Gym can scale with us, so, no matter how many new gyms we open and no matter the geographies, Perfect Gym can support our continued growth.”
