Mining Member Data to Generate Profits

Kyle Zagrodzky is founder and president of iGo Figure Software. He entered the health and fitness industry first as a martial artist. After earning a first degree black belt in several forms, including Kung fu, Ju Jitsu and various weapons, Zagrodzky trained students in several forms of karate. Later, Zagrodzky and his wife, Brenda, opened nine fitness centers and earned Curves franchisee of the year. Needing a management system to run his clubs, Zagrodzky set out in 1998 to develop a comprehensive, all-inclusive membership and club management software at an affordable price, culminating in iGo Figure Software. Now translated into 14 languages, the software is used in thousands of fitness facilities in more than 50 countries. 2. Expand the range of data you collect and ensure it's entered properly. Understanding the practice of gathering and entering data can be the difference between boom or bust in today's industry. New pieces of information gathered from members can equal better member retention and more revenue for your club. Knowing a member's employer, "friending" a member on Facebook, and knowing both a member's hobbies and shopping preferences can reveal new sources of income and valuable retail partnerships in your community. Some club owners remark that they have better communication with members and more traffic from their Facebook pages than their club's website. The industry is changing quickly. Are you changing with it?