ABC’s Product Strategy: Our Path to a Complete Fitness Club Software Solution
Building a Complete Fitness Club Software Solution
ABC entered the fitness industry as a premier provider of billing and payments. We progressed our technology and services significantly since then and, as we approach our 40th birthday, are proud to offer a flexible and fully integrated gym management solution. Today, our product suite supports club operations and growth in 6 key areas: Member Acquisition, Club Administration & Member Management, Member Engagement, Revenue Cycle Management and Reporting & Analytics.
In a previous post, Evolving Fitness Club Management Technology: Buy, Build or Partner?, we shared our approach to product development. Here’s how we applied that strategy to deliver our current solution – a best-in-class suite of club management tools designed to help you improve front and back of house performance, and elevate your member experience.
The ability for a gym to capture, nurture and convert leads is critical. Equally critical is the ability to sell ad-on products and services like retail and personal training, or or upsell members to higher membership tier. A good CRM makes all of this possible; a great CRM system gives sales teams the ability to automate these processes in a way that is personal, timely and relevant to the member. GymSales is a great CRM, and we were fortunate to add them to our portfolio in July 2020. GymSales powered by ABC is an all-in-one gym lead management solution that supports sales through an automated, disciplined approach.
Club Administration & Member Management
At the center of Club Administration and Member Management is another ABC native technology, DataTrak. DataTrak drives club operations. Core features include facilities access and scheduling, employee and member management, point of sale transactions, inventory tracking and more – all in a completely secure, fully encrypted, password-protected system. At IHRSA 2021 we will unveil some really exciting upgrades to DataTrak, including quick access to the 5 most common front desk tasks, real-time club analytics, and multitasking workflows.*
ABC+ is the mobile technology that powers your Total Fitness Experience. The platform was developed in part by ABC and accelerated through our 2020 acquisition of Trainerize. ABC+ offers a complete suite of operational, administrative, interactive and programmatic features for clubs and members, and fully integrates with ABC’s club management software. More importantly, every feature was designed to enrich your members’ journey, build brand equity, develop new revenue streams and create operational efficiencies. The roadmap for ABC+ is significant and we look forward to progressing this technology.
Revenue-cycle Management (RcM) is our heritage. Through a unique combination of technology and services, inclusive of billing and payments services, omnichannel member outreach and detailed reporting, we help clubs improve collection rates by 4%-7%. RcM also allows clubs to draft payments 365 days a year, with automatic updater for credit cards and emails, and realize 99% of member revenue within first 90 days of conversion. ABC built RCM from the ground up and will continue to invest in this category.
Reporting & Analytics
ABC services 16,000 clubs – all of which have multiple data sources, view data in different formats, and have different KPI’s. Building reports and dashboards to meet such a wide variety of needs, and doing it well it a timely fashion, didn’t seem realistic based on other development priorities. This is why our team decided to purchase Fitness BI. Fitness BI, now Performance Insights, joined the ABC family in April 2021. Made for club operators by club operators, the platform provides unified data streams, on-demand reporting, and thousands of automated and customizable dashboards. This acquisition accelerated our DWaaS (DataWarehouse-as-a-Service) offering and is a critical component in our club management software.
The Road Ahead for Our Fitness Club Software Solutions
We are very pleased with our technology stack and product roadmap where it is today, and we are always open to partnering with or acquiring technology that supports our mission of promoting healthier lives by helping clubs put their members first.
*General availability for DataTrak re-imagined scheduled for Q1 2022.