Active Leeds, a company dedicated to promoting active lifestyles, has partnered with TA6 for a number of years to drive sales and marketing initiatives as well as improve customer success . As part of their efforts to acquire new memberships, they funded the use of Move technologies' AI platform over a six-month period. In this case study, we will examine the impact of this partnership and the AI platform on the growth of Active Leeds' customer base.

‍

Like many leisure operators, Village identified areas of their offering which could improve, but also recognised the challenges of scaling a service offering that has consistency, availability and affordability.

Presented with an opportunity to overcome these challenges, working with HireBob.ai, Village have begun to implement Ai to expand their member service levels.

‍

THE AIM

Convert more prospects into qualified leads and sales using content and conversational messaging to help automate the process. Create a more consistent follow up process for inbound leads prior to handing off to a member of the sales team.

‍

WHAT WE DID

• Implemented a content led engaging ad campaign
• Created an evidence based fitness personality quiz for prospects to engage with
• Nurtured leads with ongoing content around their fitness personality type
• Collected customer preferences, goals and personality types to deliver personalised content
• Nudged a free pass offer to users at the right time to encourage take up
• Continued conversation with engaging content suggestions
• Collected customer feedback and responses as insights for operator

‍

CONVERSION FUNNEL

‍

WHEN DO THEY BUY?

 Conversions are spread out over many weeks after initially engaging with BOB. BOB users aren’t just engaging with BOB and then simply buying a membership straight away, instead BOB keeps their business front of mind when they think about fitness so that when their trigger to purchase is present, they buy from Active Leeds.

CONCLUSION

Proven that personalisation and self discovery is a highly engaging experience for new prospective members. The pilot has shown that a good % of users that engage with BOB join within a 90 day period.