Technology trends and how tracking data impacts decision-making.
In a constantly evolving world, feedback is vital to ensure new initiatives or important choices have positive effects on members. Many businesses are turning to technology because of its data-tracking ability and how it’s become ingrained in modern life. By using technology, you can gain vital information about what members want to see which makes these choices easier.
When the YMCA of Greater Charlotte was looking to capitalize on the popularity of strength training, it partnered with TrackMyGym to gain feedback on how much resistance equipment its community needed. Through sensors on every piece of equipment and face-to-face surveys, the Y gained tangible insights on how to improve its fitness centers and the member experience.
“We don’t know what’s always being used and how much more equipment we needed,” explained Crystal Trawick, the vice president of healthy living at the YMCA of Greater Charlotte. “Not knowing this information caused tension and frustration when members don’t have enough of the equipment they want to use. From this study and technology, we got real member feedback and equipment usage data.”
Instead of simply gathering data and making assumptions on how much new equipment to buy, TrackMyGym gave feedback like specific numbers of cable racks or treadmills that should be added or taken away. The results also shared takeaways like how adjustable benches are more popular than flat benches.
In effect, the Y will be better equipped to make decisions that impact both members and operations. “In the end, the most valuable thing we got from the study is we can have a minimal investment by knowing the amount of strength equipment we need,” explained Trawick. “We also know how much to reduce cardio, the most expensive thing to invest in, and how much strength equipment to add. Now, we can create more specified spaces like female-friendly or stretching areas instead of it being cardio-heavy.”
Personalization based on community and even an individual’s interests is a unique capability being driven by tracking technology development. At the Sampson County YMCA, a branch of the YMCA of Southeastern North Carolina, Daxko’s software allows leadership to send targeted communications based on a member’s interest. This allows the Y to attract a variety of members without compromising quality and bombarding members with messages about areas that don’t pertain to them.
“We’re in this time where we’re infiltrated with information, and we don’t really know how to filter it,” said John Adams, the executive director of the Sampson County YMCA. “We really try to make a conscious effort to send information relevant to our audience. The YMCA offers so much, and we’re now able to touch and interact with individual members. Instead of sending massive marketing messages and hoping something sticks, we give people a more relevant and realistic look into what they’re involved with.”
Thanks to targeted marketing functionalities of the Daxko Engage platform, the Sampson County YMCA has seen almost 300% growth in some of its programming. Staff and fitness instructors can also take advantage of personalized technology from GroupEx PRO the Y is implementing. A new feature from the software will allow teachers to access information on class participants including their name, the class they’re signed up for and their experience in the Group X program. This way, they can reach out and create a relationship with attendees before the class even starts.
“You won’t believe how much information you’re able to collect which creates a wonderful, dynamic recruiting operation,” said Adams. “This cycle allows you to get into the nuts and bolts of who your members are. It’s exciting and important for us to be able to offer this functionality and software.”
Another strength of these technologies is the ability to connect with members outside of your facility. Adams emphasized the importance of this, especially in a post-COVID-19 pandemic world where not every member has returned to congregating in-person. Using virtual platforms like Les Mills and other technologies helps bridge the gap and promote accessibility.
Similarly, Dan Dieffenbach, the executive producer and co-founder of YMCA 360 Studios, curated its content and systems specifically for YMCAs. Members can access on-demand content on workouts, cooking, youth sports and more. With this technology, members have a constant touchpoint with the YMCA no matter where they are.
YMCA 360 Studios was created by Dieffenbach alongside Ronn McMahon, the CEO and president of the Greater Wichita YMCA. Working with YMCA leaders from its inception and growing its influence with other locations across the country helps the platform best serve YMCA members and staff. “We built this by partnering with about 200 Association partners across the YMCA movement,” said Dieffenbach. “The unique functions have come from those collaborations. The programming is built upon the principles of what members need to enhance their experience and what the Y needs to enhance operations.”
Along with the 3,000 pieces of content across approximately 85 categories, YMCA360 helps staff with scheduling, data-tracking, marketing, programming and more. YMCA operators can see data on what members are doing both at and outside the Y and can make decisions based on these analytics. The software also integrates with other customer relationship management technologies making it a great B2C and B2B tool.
“We like to think of this software as a one-stop-shop for member experience, but more importantly for backend management of staff and operations as well,” explained Dieffenbach. “Members have one device to scan and get into the building, schedule and make reservations, and see earned points and rewards. YMCA staff wear multiple hats and take care of multiple responsibilities throughout the day. Now, technology can help benefit their workload. Across the board, we help YMCA utilize technology and innovation to bring about more efficiency in staff’s day-to-day.”
Dieffenbach emphasized YMCA360 software is specialized for YMCA staff and members, and its content is proprietary to the YMCA. To keep up with the evolving industry, the development and content creation team are continuing to expand services and ways to serve users.
“We have the mantra ‘By the Y, For the Y’ to drive our small but mighty team,” said Dieffenbach. “Being agile helps us adapt to new technologies or respond to feedback from YMCAs. We’ll get a call and a Y using YMCA360 will ask ‘Can the platform do this?’ Our answer is ‘It doesn’t today, but it will tomorrow.’ Our team is tasked to keep up as technology and health and wellness evolve.”
Technology is a modern tool that can ask a lot of its users and operators. Its data-tracking and personalization capabilities have become commonplace, especially for health and wellness where every person’s journey is different. Take the time to research and gather resources helpful to you, and you’ll better understand and connect with members.
“To ignore data is to ignore who you are and your organization’s DNA,” said Adams. “We’re in a world of big data, and it’s the synthesizer of what we do. It’s the fabric of how we report, grow and prune.”
