What is the Membership Conversion Service (MCS)?

This past year has been incredibly tough for the fitness sector. However, we know that health and wellbeing will play an essential part in fighting the pandemic. We want to support our partners as much as we can in bouncing back.

From speaking to partner operators through a series of roundtables, we know that membership numbers are down, and generally, there are fewer marketing resources and budget available. To help overcome this, we are launching a new service. The Membership Conversion Service (MCS) will improve conversion rates, grow your membership base, and increase revenue.

Hussle has continuously increased direct membership organically for our gym partners. In the last 18 months, we’ve turned 30,000 try-before-you-buy customers into direct club members. On average, 21% of customers go on to become members of gyms they visit via Hussle. With the launch of a formal membership conversion service, the number of members joining directly will increase.

MCS identifies customers that a direct gym membership would best serve to provide a new joiner channel for our partner operators. Customers discover your gym through the Hussle platform, and the new MCS adds another layer of support by proactively targeting users to join clubs they attend regularly.

Here’s how MCS works: 

1. Our technology identifies customers who are likely to benefit from a direct membership with your gym
2. Potential direct members are targeted in 2 ways:
   1. CRM flow: we will email customers who have used your venue via Hussle and suggest that they join directly. Clicking through will take that customer to your Hussle page and an option for a direct membership
   2. 'Passbuilder' flow: we will segment customers that come through to our site. If their behavior suggests that a direct membership is better for them, we will recommend they join directly