AusLeisure

The Genesis Health and Fitness Ballarat 24/7 club has become the first Genesis facility in Australia to introduce the FlexIt app, which offers proprietary dynamic pricing technology and allows users to pay for gym time by the minute.

Launched in January, FlexIt lets exercisers accessing participating facilities to avoid paying monthly fees or a flat rate per visit as they only pay for the time they are inside the gym.

Described as being like ‘Uber for gyms’, FlexIt’s dynamic pricing system automatically displays by-the-minute prices in real time, delivering an optimal experience for both gym goers and fitness clubs.

Introducing the technology, FlexIt founder and Chief Executive, Austin Cohen stated “at FlexIt, it is important for us to elevate the user experience while benefitting both consumers and fitness club partners.

“The fitness industry is evolving through digital advancements and we are excited that FlexIt is playing a meaningful part in that progression.”

Commenting on FlexIt’s dynamic pricing, Cohen adds “fitness clubs shouldn’t have to sacrifice their brand integrity to discounters to better utilise their unused inventory

“We believe this is one of the first applications of this technology in the health and fitness space. Rolling out dynamic pricing helps us give users insight into how to save money on their workouts and avoid overcrowded gyms, while also allowing fitness clubs to bring in more leads, members and energy during their slower times.”

FlexIt in-app users can see the busy and off-peak hours at their favourite fitness clubs, helping them to work out at the best times for their schedule and wallet. Users simply scroll through the app to find the most cost-effective times to pay-by-the-minute for workouts at nearby fitness clubs, from regional and national chains to specialty boutiques. Users can also gain insight into the fitness clubs’ busiest hours, while clubs gain a powerful marketing tool to enhance profitability and attract new members.

Justin Turetsky, FlexIt's Director of Business Development, also advises “under-utilisation during off-peak hours is a consistent problem for club owners across the spectrum.

“Dynamic pricing helps solve that problem by incentivizing people to experience and try clubs during off-peak times. It also showcases yet another way FlexIt brings value to club partners.”

Introduction of the app at Genesis Health and Fitness Ballarat 24/7 (the former Body & Soul 24/7 Gym & Group Fitness Super Club) will potentially be followed by a roll out at other Genesis clubs.

FlexIt is currently available for download in the App Store and Google Play.

For more information go to www.flexit.fit.

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