The Gym Group
This project was intended to improve the journey for purchasing a temporary gym pass on The Gym Group’s app.
Background Info
The Gym Group PLC is a nationwide chain of 230 gyms with their core business model encompassing their low-cost no contract membership and no joining fee. They heavily advertise these selling points to attract a larger client base.
In order to gauge the buying habits of The Gym Group’s client base, I analyzed the latest Google Trend figures to observe patterns that arose when searching for The Gym Group (Graph 1).
It became evident that the peak interest was in September with its apex during the last week of December 2022. Based upon my knowledge of gym attendance, it can be reasonably assumed the increase in September is due to an influx of student signups as they relocate and join a new gym. The December increase is highly likely to correlate to people preparing for their new year's resolutions (“Google Trends”).
(Graph 1 - Google Trends for Gym Group Searches March 13 2022 - March 13 2023)
Pain Point
Upon examination of The Gym Group Website, it was quite clear that there was a limiting factor for those that intended to book a ‘temporary membership’ in advance of its start date. The website only allows booking up to two weeks in advance. This contradicts the best practices of date input as most users would expect at least a month’s worth of dates, and be able to navigate through future dates (Experience, n.d.).
Make it stand out.
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