As anyone who has worked in the Fitness industry or simply had a gym membership will tell you, getting members to come back to the gym can be difficult to do. Although America has been set on getting fit for the last few years, unless fitness clubs are focused on customer retention, members will continue to fall through the tracks.
One company that understands this better than anyone is ABC Financial, the Arkansas-based gym management software solution that aims to help gyms and fitness clubs create a better member experience. They do this by providing seamless, streamlined services that allow gyms to focus on helping their members get fit and leave the technicalities to them.
Over the last 30+ years, ABC Financial has been helping fitness businesses to focus on customer experience and are now a leader in the fitness industry. In this article, we will take a look at their history, offerings, and what sets them apart, hoping to unveil tips and best practices we can all use to improve our own systems for success. Let’s take a look.
History of ABC Financial
Founded in 1981 by Jim Bottin, ABC Financial began simply as a secure payment processing platform for fitness clubs. However, over the course of the last few decades as technology has progressed, so has ABC Financial’s software and services offered. Now, they cover everything from managing gym employees to providing mobile apps to the same thing they were doing in ’81, securing payments.
Now, ABC Financial is working with over 7,000 health clubs in the U.S., Canada, Mexico, and Puerto Rico. By staying on top of the latest cutting edge technology, ABC has been able to stay relevant and at the front of the fitness industry. As they continue to aid these fitness clubs, their software only improves further, setting them up to hold their spot at the top for the foreseeable future.
In fact, it is the streamlined nature of ABC Financial’s services that is so important for fitness club owners and what sets them apart. Since these health clubs, like any monthly service, value the knowledge that they will receive payment from their customers each month, it is up to ABC Financial to make sure this happens without issue.
They do this in a few different ways, such as providing a place for members to see their bill, but also through customer retention tactics geared toward keeping them around. As they have grown, ABC has had experience working with clubs small and large, single and multi-location, preparing them to work with any company seeking their services.
Built-in Customer Retention
This focus on automation has obviously served them well. As more companies are beginning to see the value of customer retention and experience-focused initiatives, organizations like ABC Financial are continuing to grow simply by focusing on what customers want. By keeping everything within reach for fitness club owners, they can provide the type of experience members are looking for.
We call this built-in customer retention, meaning that when you are providing value to your audience, you don’t have to worry about customer churn. As long as customers are interested in your services and excited by the experience you provide, they will continue to work with you. This is something that ABC Financial understands for both themselves and their clients.
Now that you have an idea of how ABC Financial aims to improve the member experience, let’s take a look at their product offerings to see exactly how they accomplish this. Let’s first look at DataTrak, a web-based club management system that helps owners reduce delinquent payments and improve the customer experience. They do this in a few ways, including member check-ins, schedule management, and more!
A lesson that can be learned from DataTrak comes from the name, and that is the value of member data for creating a memorable experience. User engagement metrics and smart analytics now offer companies the ability to guide members through their customer journeys with triggers and touchpoints. Additionally, with DataTrak’s employee portal, owners and operators can make sure their employees are doing their best to serve their members.
The next offering provided by ABC Financial that we will review is their product MYiCLUBOnline, which allows members the opportunity to manage their schedules, contact info, and more. MYiCLUBOnline is the bread and butter of what makes ABC Financial work, allowing members to schedule their payments in advance and monitor their payment history in order to avoid complications.
Either by having it built within a site of ABC’s making or through their existing site, fitness clubs can employ the use of MYiCLUBOnline seamlessly, allowing them to incorporate this offering without disruption. Along with that, ABC provides a full team to help you get started, since they understand this can be a stressful time when changing providers for something as crucial as member payments.
Mobile apps with Netpulse
The final product offering from ABC Financial actually comes in collaboration with another fitness company we have talked about before, NetPulse. Knowing that NetPulse is a leader in fitness club mobile apps, ABC has opted to let them handle the mobile app services for their customers. Although this may seem like a potential area for ABC to get into, they understand that NetPulse can do a better job than they can currently.
This unselfish nature is what has made ABC into the company they are today. By focusing on what serves the members instead of their own purposes, they are able to create a product line that speaks for itself in regards to member retention and the customer experience.
Success of ABC Financial
After reviewing the history, offerings, and strategy of ABC Financial, it’s clear that they have an understanding of the fitness industry that has served them well in their 37 years of operation. For others in the fitness world, this should be an indication that processes like tracking member data and focusing on the member experience are what can set you apart when it comes to added value.
We hope to continue seeing success from companies like ABC Financial that choose to focus on customer needs above their own. As we move into a world more technologically advanced than ever before, this aim to be human and appeal to members on a personal level will continue to be even more important. Our advice: follow the fitness leaders like ABC Financial and who knows? The next company we review could be yours.
Co-Founder, Gleantap & Mastera