“The silent killer of the gym industry is your attrition rate. Through communication tracks and systems that VFP has set up for us, we are able to decrease our attrition rate significantly.”
– Christian Dyer, Marketing Director at Crunch Fitness

Read how Christian Dyer of Crunch Fitness continues to drive more leads and retain more members across 46 locations, and the overall impact to all 400+ Crunch locations.

Before partnering with VFP, Crunch Fitness managed their members through a traditional paper system. Christian Dyer, Marketing Director at Crunch Fitness, says swapping their paper guest register for VFP’s digital toolkit transformed their member management.

“We took our paper guest registration, and through the VFP technology, we were able to drop that registration information into an iPad, collecting it digitally going forward,” Dyer says. “It was amazing. We’re thankful Crunch Corporate had the vision to embrace a CRM partner like VFP.”

Along with streamlining their front desk, the digital guest register gave Crunch a new avenue for collecting member data. “What we see is when data is collected from a gym, it is not always accurate. We see a plus or minus on the accuracy of those numbers within our guest register,” says Dyer. “With VFP, it’s 100% accurate every time.”

Dyer says that data fuels Crunch’s strategy, giving them all the information, they need to drive more leads and higher retention. “VFP has allowed us to understand our prospect base better and helped us improve effectiveness of our messaging.”

Collecting and utilizing member data effectively is at the heart of Crunch’s marketing strategy. Those insights guide how Dyer’s team defines their messaging and engages members. VFPs new members and prospect tracks have become two of the primary ways they communicate with and retain members.

“As VFP can utilize all the different data points we collect in terms of lead and member statuses, we were able to create messaging for our peak guests, and messaging for our missed guests, communicating the right messaging at the right time.”

He says the talk tracks bring the Crunch marketing team “peace of mind…You know that through setting up all your tracks you are covering your lead cycles and your member life cycles. You know that if you set up those tracks, the prospect in that life cycle is taken care of.”

The talk tracks have been “a perfect tool to cultivate [Crunch’s] prospects and turn them into members,” says Dyer. “Something that 100% drives down attrition is member engagement. Getting them involved in classes and getting them involved with personal training. So, our new member campaign is full of these touchpoints: ask a trainer if you need any help, try a class, and bring a friend, bring a friend for free. All these little touch points get a member engaged.”

Crunch Fitness understands experimentation is the key to a winning marketing strategy. When choosing a CRM, They needed a partner with the same passion for innovation. “We love to experiment. I think one of my favorite things is [VFP] loves to experiment,” says Dyer.

“We always try the latest ideas and A/B test the text in slight ways to see if it makes any small difference. And mostly it does. That is what has evolved us to where we are today,” says Dyer. “This partnership between VFP and Crunch has really just taken us to the next level.”

“The VFP team is an extension of the Crunch corporate office team. We really could not achieve what we do without VFP.”
– Christian Dyer, Marketing Director at Crunch Fitness

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