Digitalization of access to sports facilities – a win-win situation.

The fitness and sports industry is growing exponentially. Consumers are engaging in sports activities more than ever before, which has made fitness a global industry giant with a value of over USD 100 billion.

While there are many fitness chains with thousands of members, what is remarkable in this industry is its ability to also integrate small and medium-sized businesses. According to the International Health, Racquet and Sportsclub Association, boutique studios are actually the fastest growing category in the fitness studio sector. Between 2013 and 2017, memberships in boutique studios increased by 121 percent—and there is no sign that this trend is slowing down.

Offers for tech-savvy visitors to today’s fitness studios

As fitness continues to boom, sports facilities that are accessible only to members are visited billions of times each year. While large fitness chains often employ staff at the reception desk, smaller clubs sometimes lack the necessary resources for this. However, this may not even be necessary, as consumer behavior in the fitness sector has shifted significantly.

Many gym-goers are already tech-savvy: some already use several apps or wearable technology to count their steps or record workouts, sleep, and other medical data. Therefore, both customers and studio operators can benefit from a wide range of advantages if they digitize the fitness experience as much as possible.

By using a digital platform like SportsNow, managers of sports facilities can ease the tasks of reception staff by allowing members to access an authorized area via their mobile phone. This can reduce queues at the entrance and allows staff to focus more on other customer needs.

SportsNow: Opportunities for more efficient management

An app makes it possible to manage the reception—even outside peak hours—even if it is not staffed. This gives the app a novel advantage in terms of comfort and flexibility: sports facilities can extend their operating hours, open earlier, and close later. In a society that is active around the clock, this can significantly improve business success and customer loyalty without being a burden.

The same digital infrastructure also enables operators of sports facilities to manage a large part of administrative tasks such as class reservations, member management, staff planning, and finances in one system.

In addition, SportsNow opens up opportunities for business expansion: for gym users, it is now easier and more convenient to buy food or sportswear and equipment, as well as to book special services such as classes, individual training, or a sports massage.

In a development where it is normal for many people that sports activities are digitally supported, SportsNow also offers a lot of added value for studio operators: with the app, fitness studios and the sports industry benefit from professional websites and advertisements to attract new customers, without the effort for external marketing becoming too great.

In case gym customers cannot appear in person at the studio, SportsNow also enables them to participate in livestream or online classes, thus creating another source of income for business owners.

Personalizing sports: Embracing challenges to win

Especially during peak hours, gyms often reach their capacity limits and can only accommodate a limited number of people. Prior reservation thus solves a common problem: as soon as participants book a class or lesson, they save themselves the inconvenience of having to wait.

Christian Schulthess, Business Development Manager at dormakaba digital, reports on how quickly consumer culture and requirements have changed in recent years, especially in the sports industry.

“In the past, self-service was associated with poorer service, but advanced possibilities have completely turned this view on its head. Nowadays, customers expect to be able to access personalized and flexible services via self-service. This increases customer satisfaction, loyalty, and engagement,” he says.

Christian Schulthess believes that, above all, small and medium-sized businesses can benefit from digitalization.

App-based access solutions help companies reduce costs and stay ahead of the competition.

Christian Schulthess, Business Development Manager at dormakaba digital