Case Study:
Willy's Gym World Wellness & Conference Center
Willy's Health and Wellness Center had a unique problem: they had virtually no health club competition in their markets.
Located on a 65 mile long peninsula known as Cape Cod Massachusetts, Willy's served a membership made up of tourists and a small community of year-round residents. They had the market to themselves.
Surprisingly though, like most clubs in more competitive markets, member retention was their chief business issue.
Though Willy's rarely lost members to competitive gyms, they still lost members nonetheless. Their competition: boredom.
In business since 1985, some Willy's members had been members for 10 or more years. For owner Barbara Niggel, keeping these members motivated, engaged, and getting results was critical to member retention and the success of her business.
Like most clubs, the majority of Willy's members focused on cardio equipment. Barbara saw the Koko Smartrainer as a way to give her many "cardio-focused" members a new, compelling reason to stay with Willy's: an easy and enjoyable way to achieve a new level of results from strength training.
Barbara's instincts were right. Willy's installed her first 3 Smartrainers and over 70 members signed on for the various 8-week Koko programs in just the first two weeks.
The response was immediate:
- Each member that signed on for Koko paid an additional $39 for
their 8-week program - on top of their roughly $80 monthly
membership dues. That's a revenue increase of 25% per month
for each member.
- In the first month, these members logged 193 hours on Koko, lifted nearly 3,000,000 pounds and burned 72,828 calories.
In a small market like Cape Cod, satisfied members pay the bills. For Barbara Niggel, Koko delivered.
