Transforming leisure customer journeys with our marketing expertise and Gladstone’s game-changing API

Collaboration is at the heart of success

If you look at any of the major gains and successes within the industry, they come from collaboration.

There are generally two camps when it comes to innovations like this. One is that we work together and help each other succeed, and the other is that some will aim to protect and defend their position, at the expense of project success, goals and ultimately the health of the nation.

We, and many others we work with, choose the former, as opposed to the latter. It’s a more exciting, forward thinking way to progress, and one that helps change the nation’s health and wellbeing for the better.

Recently speaking with a number of partners across the UK and internationally, it’s exciting to hear how willing people are to partner, share ideas and develop their own API integrations to work seamlessly with Gladstone or wider systems, in order to reduce health inequalities, drive participation and form a long standing, reciprocal partnership that drives long term success.

Imagine tracking a member for their lifetime, across systems, automations and life stages. The possibilities are endless.

The first thing someone is likely to say in response to this is ‘you’re chasing utopia’. The reality, however, with the right systems, intent and buy in, is this is genuinely possible.

Imagine a child on a swimming programme being signed up, and then tracked against that membership number for life.

With the right preference data, insights and tracking, it’s a genuine possibility. And what’s better, you can monitor the health of your members, and the population over time, and track if they’re getting healthier, or not.

This might seem like a pipe dream, but it’s a big possibility that buy in from systems providers, and those provisioning robust, modern day APIs are now making possible.

If you think of big commercial players across the globe, they’re already doing it (think Apple, Amazon, Ikea, Microsoft etc), so we should surely be taking learnings from those leading the way, and adopting what’s possible, and commercially sensible to drive and push for?

Imagine being able to predict someone’s buying behaviour before it happens, and actually positively impact that for health outcomes.

This is some deeper, more exciting stuff. Thanks to the joy of data collection and aggregation, coupled with the right AI technology, some serious strides forward can be made in tackling the industry accepted attrition rate, a figure that’s bothered me since day one of being involved in the industry.

The beauty of data collection and AI is that we can anticipate what members are doing, and are likely to do within their buying behaviour, and positively influence this over time to reduce attrition rates, increase brand loyalty, and ultimately improve customers’ health and wellbeing. Everyone wins.