With over 3 million members across its 400 clubs, 24 Hour Fitness is the largest privately owned and operated fitness center chain in the United States. As it continues to expand its fitness centers and nurture its member base, 24 Hour Fitness sought to facilitate member loyalty while growing its fitness club sign-ups via social referrals.
Challenge: Nurture Member Loyalty While Acquiring New Customers
24 Hour Fitness was looking for a way to foster member loyalty while increasing new fitness club sign-ups. Using Gigya, 24 Hour Fitness was able to create an online social sharing referral program that effectively grows member acquisition while rewarding brand advocates, leading to more than 8,400 new direct referrals and lifetime value (LTV) revenue of more than $600,000.
Solution: Social Referral Program to Grow Customer Loyalty and New Member Base
24 Hour Fitness optimized its referral process by using Gigya’s social sharing software to access members’ social graphs, allowing existing customers to share unique guest passes with their friends via email or a variety of social networks. 24 Hour Fitness is then able to segment these referred members based on their place within the purchase funnel to send tailored emails that nurture them through the sign-up process.
As customers refer their friends, 24 Hour Fitness uses Gigya’s influencer reporting to rank its top advocates. The fitness club then rewards these influencers with customized rewards packages, promoting brand loyalty and future referrals.
“Gigya has equipped us to more effectively and efficiently acquire new members in a seamless, social, and secure way. The results of our social referral program are significant, and we plan to append our existing member database with the social insights derived from Gigya’s technology to help us reach our members in smarter, more relevant ways.”
Joe Beruta, Head of Marketing & Communications @ 24 Hour Fitness
To learn more about the results 24 Hour Fitness achieved with Gigya, download the full case study here.
By Emma Tzeng