Hyndburn Leisure has introduced a hybrid model with live and on-demand for members and a two-tier payment structured to entice them and engage them with the new virtual classes.
“This new hybrid model means we can now offer something to everyone,” explains Linda Horsfield, head of health and wellbeing.
“With over 100 on-demand, ready-made Technogym workouts, plus 10 live classes per week on offer, members have plenty of choice.
“Mywellness enables us to group members, so we’ve been able to offer personalised live and on-demand fitness content and health advice.
“We decided to offer a two-tiered approach to the digital membership: level one, (silver), is free and includes a sample of what Mywellness offers. The second tier – diamond –is £5.99 a month, with unlimited access to live and on-demand classes and includes a wider variety and more advanced challenges.”
“This tiered approach drives engagement, by giving members the option to access more features and a variety of digital content to support their fitness goals, when they upgrade,” said Horsfield.