PureGym

CRM Marketing Manager

PureGym

Back Story

I worked with PureGym, the UK’s largest gym company, as CRM Manager for four years. In that time, the company saw record profits, and record CRM performance, opened over 50 new gyms across the UK, and took its business model worldwide.

PureGym offers everyone accesses to health and fitness, with affordable gym memberships and 24/7 gyms.

My role was to handle all things CRM, writing emails, push notifications, and SMS content that led to more prospects converting, current members upgrading their membership, and bringing ex-members back to the gym

What I Did

Outlined CRM customer journeys to increase conversion, repeat purchases, and profits

The first task I executed in my role for PureGym was to look at all of the customer journeys currently on offer and look at ways that we could improve the performance of each of them.That included revamping the abandoned basket customer journey to increase conversions, changing the ex-member CRM journey to bring more members back to the gym, and creating an extensive onboarding and loyalty program that helped keep members for longer.

Wrote engaging emails, push notifications and SMS

Once these customer journeys were identified and signed off, I wrote content that engaged with PureGym’s audience. The brand mantra at PureGym is that “Everybody is Welcome” and therefore, content needs to reflect that. I wrote content based on inclusivity, focusing on living your best life and becoming a healthier version of yourself.

Provided detailed reporting on CRM performance

Once all the new journeys were in place, I used Google Analytics to provide valuable insights on what was performing well and what could be improved. For what could be improved, we A/B tested subject lines, send times, and other aspects, to maximise performance.

The Results

  • Member Newsletter open rates increased from 11% to 41%

  • Prospect conversion rates increased from 8% to 13%

  • The average membership length increased from 3.1 months to 3.7 months.

  • Ex-member rejoin rates increased from 13% to 17%.