ASK THE EXPERTS
ASK THE EXPERTS
“The sector talks a lot about bringing the ‘other 85 per cent’ into facilities. Good Boost does it every day. “We also address health inequalities, with one-third of participants coming from low-income neighbourhoods and almost one-sixth identifying as ethnically diverse. Our next step is to expand our offering to adolescents.” Impact at scale “We have so many great stories,” Wilkins continues. “There’s Linda, for example, who did Good Boost while waiting for back surgery. By the time her operation date arrived, she was examined by the surgeons and told she no longer needed surgery. Then there’s Stuart, who had back problems for years and knew aqua therapy was the best way for him to be confidently active. He needed an affordable solution and credits Good Boost with both mental and physical health improvements.
There’s a strong sense of camaraderie and peer support, which is key for individuals who may be experiencing social isolation
The sector talks a lot about bringing the ‘other 85 per cent’ into facilities. Good Boost does it every day.
“People know they need to be proactive in their long-term health and they’re looking to our sector to help,” says Wilkins
The acquisition cost per new customer was just 76 pence, compared to a sector average of over £130
A compelling offer Wilkins concludes: “A lot of the work we do is with the public sector, but we also work with the private sector. Nuffield Health is a good private sector example, with great synergies with its hospitals, while in the public sector, Everyone Active and Parkwood Leisure provide brilliant best practice examples of implementation and embedding. “Many operators use Good Boost as an entry or exit route for their GP referral programmes, which works well, but Parkwood’s success has focused on self-referrals directly in to Good Boost classes. “For Parkwood, in the space of six months, Good Boost brought in 1,200 new customers through a cost-effective Facebook advertising campaign. Anyone who clicked on an ad was called by their local Parkwood centre to discuss their needs and the conversion rate was incredibly high, justifying the time it took to make those calls. In total, the acquisition cost per new customer was just 76 pence, compared to a sector average of over £130.”
“But there’s scale here, too. We know from recent ukactive research that more than 55 per cent of people buy a gym membership to manage a short- or long-term health condition. Moving Communities data from Sport England shows that 86 per cent of those living with health conditions who want to be active would prefer to do so within a leisure centre. And I recently read an article which predicted a US$5.1trn shift in global consumer spend towards preventative health and wellbeing. “People know they need to be proactive in their long-term health, they’re looking to our sector to help and they’re willing to pay for it; even in low-income neighbourhoods, most of our programmes are self-funded. “We help put community leisure at the heart of tackling lifestyle disease and can evidence leisure centres’ impact. For example, our data shows Good Boost MSK hubs deliver £414 of social ROI per participant in avoided health intervention and social care costs. “We can prove the societal value of a pool.”
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STATE OF THE UK FITNESS INDUSTRY REPORT 2023 STATE OF THE UK SWIMMING INDUSTRY REPORT 2024
STATE OF THE UK FITNESS INDUSTRY REPORT 2023
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STATE OF THE UK SWIMMING INDUSTRY REPORT 2024
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