PayAsUGym (‘PAUG’), the UK’s leading fitness marketplace, has today announced a strategic partnership with customer data platform provider InfoSum
The partnership will enable clubs listed with PAUG to gain greater insight into the incrementality of customers generated through the PAUG platform; assess conversion to membership directly and understand any possible attrition.
The insight gained will enable PAUG and gym operators to work closely on price & yield optimisation on a venue-by-venue basis, ensuring net positive revenue and member movement. In future, both PAUG and InfoSum see significant opportunities for gym operators to participate in further data enrichment and benchmarking to better understand customer behavior at an industry specific level. Participating gym operators will be given the opportunity to opt in to the new service.
InfoSum provides a trusted customer data platform, developed with General Data Protection Regulation (‘GDPR’) in mind, for fast and secure data analysis across multiple businesses. InfoSum’s distributed architecture is particularly powerful when establishing strategic partnerships within specific industries.
There is an increasing desire for businesses that work together to both enrich their understanding of customers and determine the strategic fit of the partnership. However, commercial, legal and security concerns exist that often create resistance to sharing their data. Through the decentralised approach taken by InfoSum, insights can be unlocked from multiple parties data, without sharing or pooling the underlying raw data.
The launch of this strategic partnership follows PAUG’s recent £6.5m Series A investment round led by Albion Capital, the leading independent investment manager.
Neil Harmsworth, COO and co-founder, PayAsUGym, says:
"We know from our own data that 92% of customers using the PAUG platform are new to the gym they visit and 15% go on to become full-time members of the gyms directly. Our partnership with InfoSum will not only demonstrate this incrementality through a transparent and auditable process by an independent 3rd party, but also give our gym partners valuable insight into their customers that can be interrogated through behavioural and demographic segmentation.
We believe that this work will ultimately generate the most sophisticated understanding of customer movements within the gym industry.”
Nicola Walker, Chief Commercial Officer at InfoSum
“We are thrilled to be working with PAUG and their gym operator partners as they look to better understand both their customers and the effectiveness of their partnerships. In today’s climate, there are well-founded commercial, security and legal concerns within most organisations around the subject of sharing data outside of their organisation.
By utilising our decentralised customer data platform, PAUG and their partners will be able to run joined up analysis, without sharing or pooling any raw data.”
PAUG currently works with more than 2,700 venues, representing more than a third of the UK market with at least one venue in 96% of all UK postcodes.