In 2020, while the UK was still locked down, Third Space launched an app giving its members exclusive access to a wide variety of on-demand and live streamed classes. The move was the result of a two-year partnership with Fisikal to enhance member experience through its digital provision.
“Since the on-demand platform went live in March 2020, we’ve recorded 65,000 views, with a further 10,000 views of our live streamed classes.”
Explains Richard Carroll, senior brand manager at Third Space. “While digital provision was in the planning long before COVID-19, the imposed closure of our facilities fast-tracked the launch, providing our community with a means of maintaining a connection to our services and support, despite physical restrictions. I’m pleased to say, Fisikal was able to respond to our new, critical timeline and worked tirelessly to get the app up and running.”
“When restrictions eased, the app continued to serve as a vital service, not only providing added-value to members who returned to our clubs to train but also to members who were ‘on freeze’.
Despite the mounting evidence that gyms are safe, not everyone was ready to return. We maintained a connection to ‘frozen’ members through the provision of our digital workout programme. Access was free, enabling members to remain a part of our community until they were able to return to the gym.”
Third Space commission
Third Space commissioned Fisikal to develop the fully branded app back in 2018, recognising a growing consumer demand for anytime, anywhere access.
In addition to class content and bookings, the app enables the scheduling of and payment for PT, with access to 350 exercise demos and 100 workouts.
Carroll continues: “Digitalising our bookings has not only enhanced the experience for our members, it has also provided better user flow analytics, giving clarity on member habits and behaviours, enabling us to make programming and operational adjustments to better align to needs. This has resulted in evidence-based decisions which have had a profoundly positive commercial effect.
“This new app enables us to understand the habits and behaviours of members better, removes geographical barriers and enables us to extend our luxury brand influence into the lives of members wherever they happen to be in the world.
This is not the end. In our next development phase, we intend to refresh the front end design and work with Fisikal to create an in-app two-way communications channel. Our ambition is to provide members with an intuitive, single access point for all information, coaching and training support. We’ll continue to invest in our digital provision, viewing it as a vital complementary service to our in-club provision.”
Rob Lander, Fisikal CEO comments: “Having recognised the importance of a digital provision, the Third Space team were primed for the rapid digitalisation turnaround we delivered.
“Now, months on, the app continues to deliver vital exercise content to members, a means of connectivity with the club and feedback for the Third Space team to analyse what members are enjoying most. We look forward to working with Third Space on the next phase of its digital innovation journey.”