Late last year, Oldham Council – based in north-west England – opened two new leisure centres in Oldham and neighbouring Royton, with the dual aim of providing superior leisure facilities to the local community and ensuring that the legacy of the London 2012 Olympics lives on in the region.
At £23m, this was no small investment, so the council was understandably keen to know how the centres would be received – and not just in terms of overall attendance.
“Being able to show how the centres were being used was a major condition of our new operating contract with the council,” says Peter Howson, head of customer relations at Oldham Community Leisure (OCL), the trust that manages the borough’s 11 leisure facilities on behalf of Oldham Council. “They don’t just want to know the number of people coming through the door, but exactly what they’re doing and how often.”
OCL turned to Gladstone Health and Leisure to deliver a system that would enable it to capture this additional data. While the operator was in favour of installing turnstiles activated by RFID cards or bands at reception and the gym, it did not want turnstiles at the pool, as it felt the wet environment would inevitably cause problems with the electronic equipment.
However, with the pools constituting a significant part of the investment, gathering data on their usage was vital. Howson explains: “We knew data relating to class and activity bookings would be automatically captured when members scanned in at the reception turnstiles, while additional turnstiles at the gym would track gym usage. Swimming was the missing piece of the jigsaw.”
To overcome this, Gladstone developed a system that allows data on swimming pool usage to be collected via a mounted touchscreen located at the main reception turnstiles. Before being granted access, customers must simply answer yes or no to the on-screen question: “Are you going to swim today?”
According to Howson, the system is already paying dividends. “Until the introduction of the turnstiles, we couldn’t track what our members were doing once they got past reception. Now we can identify our popular products.”
As well as assisting with programming decisions – for example, holding classes on the gym floor when there are too many people using the equipment, or rescheduling pool-based classes for times when the pool is less busy – the data also provides a much clearer picture of where further investment is needed, says Howson.
The system is also allowing OCL to introduce new products without additional staffing costs, such as an early-morning members-only swim session. Pay-as-you-go customers will also be able to purchase RFID bands to access sessions paid for online without having to queue.
Gladstone – which developed the software and consulted with access experts ASP on the hardware design – is now looking to roll out the solution to other operators. “Providing enhanced data on how a member uses a club or centre would normally involve unprecedented investment in access control hardware covering the whole facility,” says Gladstone MD Tom Withers. “Our new access solution provides an answer where installing physical access control in all areas is either not practical or not affordable.”
A new feature of the product is the System Monitoring Tool. This solves the problem of data being lost as a result of staff manually releasing the turnstiles to allow customers through when the system denies them access. Instead, staff can click a button on a web portal to override the access denial and prevent the data being lost.
The solution also supports multi-ID options for individuals – allowing one member to check in via RFID band, card or mobile, for example – as well as a biometric option.