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Digital innovation driving growth of Goodlife Health Clubs

Digital innovation driving growth of Goodlife Health Clubs
May 6, 2021

Goodlife Health Clubs is reporting encouraging signs of growth through the pandemic with four times the number of online sales since February 2020, prior to COVID lockdowns.

While customers have always had the ability to join a gym online, Goodlife’s improved digital user experience has reduced ‘clicks to convert’ by one third, creating a more simplified way for customers to purchase and get started with a membership.

Eddie Swinnen, Head of Product at Goodlife owner the Fitness and Lifestyle Group, explains “being a digitally enabled business means the foundations were already in place to pivot operations during closures and act fast in response to customer demands.

“Not only do customers want to feel safe and confident in returning to exercise, they want access to information about membership anytime of the day that suits them. That’s why our recovery plan focuses on delivering a world-class online experience.

“We have improved and simplified digital touchpoints to give Goodlife and other Fitness and Lifestyle Group brands a competitive edge and allow for seamless integration into physical gym spaces.

“Fewer clicks enables less friction in the process, along with a simplified product comparison that helps customers compare and understand membership options with ease. Plus, improvements to loading and payment speed and the flexibility to apply sales promotions.”

With further easing of COVID restrictions and consumer sentiment up 6.2% from March to April 2021; now at its highest level in 11 years (Westpac-Melbourne Institute Index of Consumer Sentiment, April 2021), the Fitness and Lifestyle Group is confident that the industry is continuing to rebuild.

Fitness and Lifestyle Group Chief Executive, Greg Oliver stated “the recovery has been better than expected. This time last year we were grappling with the reality of closing our gyms while seizing the opportunity to invest in digital innovation and ensure a strong, more resilient future.”

A rapid rollout plan across the group will see an improved online join experience for the group’s gym brands in the coming months including Jetts NZ (launching mid-May) followed by Fitness First, and Zap.

Related Articles

4th May 2021 - New partnership announced between Fitness and Lifestyle Group and the Australian Institute of Fitness

21st April 2021 - Goodlife Health Clubs expands in Queensland

22nd March 2021 - Fitness and Lifestyle Group launches Emerging Leaders program

8th December 2020 - Fitness and Lifestyle Group announces exclusive deal with Transaction Services Group for its Fitness First, Zap, Goodlife and Jetts NZ brands

31st August 2020 - Fitness and Lifestyle Group advises of redundancies amid restructure

21st March 2020 - Centr app now available to members of Fitness First, Goodlife Health Clubs, Jetts Fitness and Zap Fitness

25th November 2019 - Fitness and Lifestyle Group expands links with media agency PHD

27th June 2019 - Owner looks for $1 billion plus sale of Fitness and Lifestyle Group

17th June 2019 - Goodlife ambassador Emily Skye introduces new Ignite exercise program

21st March 2019 - Hollywood actor Chris Hemsworth takes up Fitness and Lifestyle Group stake

9th March 2019 - Debitsuccess delivers 12% increase in revenue to Goodlife’s rebranded former Go Health clubs

29th January 2019 - Report suggests Fitness and Lifestyle Group buys CMG Asia for $200 million

21st December 2018 - Goodlife opens 24/7 club in Toowoomba

5th January 2018 - Fitness and Lifestyle Group acquires Tasmanian-based Zap Fitness

27th October 2017 - Fitness and Lifestyle Group acquires Go Health Clubs

15th May 2017 - Goodlife links with brand influencers to boost awareness

7th April 2017 - Fitness and Lifestyle Group changes sees new General Manager appointment at Fitness First Australia

19th August 2016 - Ardent Leisure sells Goodlife​ Health Clubs in $260 million deal

14th June 2016 - Goodlife Health Clubs aims to make yoga accessible with new marketing campaign

2nd May 2016 - Goodlife Health Clubs uses real members, not models, in new campaign


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