Creating Everyone On Demand

What started as a ‘sticking plaster’ solution during lockdown has developed into the best operator led, on demand offering on the market.

The journey…

March 2020 – Gyms close

In order to keep members engaged and, more importantly, continue to drive revenue into the business, Action Consultancy sourced and negotiated free access to a number of workout apps and platforms for Everyone Active customers.  An online fitness suite was launched at a price of £9.99 a month and more than 10,000 memberships were sold.

April – June 2020 – Full lockdown

Working out from home became the norm and it was clear that flexible fitness was here to stay.  In conversations with Everyone Active, we agreed that creating a permanent on demand solution was the way to go.

The Action team began trialling every app they could get their hands on, and initiated commercial conversations with their favourites. 

Working with third parties was always preferable to the operator creating their own on demand service. We looked for market leading apps which offered top quality content, which would appeal to the widest possible cross-section of their membership. Everyone Active has a great track record of successful third-party partnerships with More Yoga, F45, Swimming Nature and Speedflex which serve to elevate their own brand profile.

Working with multiple third parties on one product meant that we needed a strong umbrella brand to pull them all together and Everyone On Demand was created.

Action Design created the logo, and suite of artwork ready for launch.

“The huge benefit of working with Action, is their ability to manage a project end to end, from coming up with the concept, to arranging the commercial deal, to creating the brand and launch strategy.”

Duncan Jefford, Regional director, Everyone active

July – Gyms Reopen

Deals were agreed with four companies, WithU, EXi, Flex by Fitness on Demand and Les Mills on Demand. The package was chosen for the variety it offers.

2,500 classes in:  

  • Group X, Dance, HIIT, strength, yoga, Pilates and barre sessions to do at home
  • Workout and stretching sessions to follow when you are in the gym
  • Audio coaching for outdoor workouts; running, cycling, walking

As well as a variety of delivery methods:

  • Audio coaching
  • Workout videos
  • Exercise prescriptions and health stat tracking

To incentivise customers to unfreeze their memberships, it was decided that Everyone On Demand would be offered to members for free.  During lockdown, fitness consumers invested in considerable infrastructure to enable them to workout at home, from moving furniture to purchasing weights and subscribing to apps.  We discussed with Everyone Active that they didn’t’ want members to have to choose between their bricks and mortar membership and their favourite at home workouts. With an Everyone Active membership, they now get the best of both worlds.  

For an exploratory chat about business consultancy, get in touch with us at Info@action-group.co.uk

Recommended Posts