Operator Insights

Birmingham’s Fairlawns hotel enhances engagement with bohgym upgrade

Fairlawns Hotel and Spa has always been more than a place to stay. Set in nearly 12 acres of beautiful grounds a few miles close to Birmingham, with four-star rooms and luxury dining and leisure facilities, this family-run spa hotel offers a full Wellness experience. The Health and Fitness Club has its own success story, with the installation of new bohgym smart equipment and digital solutions leading to a significant uptake in membership numbers and engagement.

Creating A Boutique Feel

Fairlawns underwent a gym refurbishment, with improved layout and innovative products.“bohgym helped us exceed our vision,” says Sam. “The space has been transformed and now has a high-end, boutique feel which matches the brand values. Customers walk in to see a dedicated cardio zone, with the gym space flowing intuitively through our Kinesis Stations and strength training zones. We have a separate free weights room with pre-loaded dumbbells, and a dedicated space for functional training.”

The refurbishment has helped Fairlawns attract new members and re-engaged lapsed members.

We replaced the much-loved circuit line with bohgym Kinesis Stations, and regular members tell us Kinesis is easier to use, and gives better results,” says Sam.

Innovative Products For An Enhanced Member Experience

“We’ve worked with bohgym since the day we opened,” says Sam. “In those 21 years, we’ve always been extremely delighted with the equipment solutions, trending ideas and incredible support and service from the partnership. The relationship has progressed as the kit has changed, and I feel we have the very best solutions in the area.

The facilities at Fairlawns have expanded over its 21-year history, providing natural opportunities for providing an outstanding member journey.

“We strive to give members the best possible experience,” explains Sam Allen, Club Manager at Fairlawns Hotel & Spa.

“bohgym have always helped us explore innovative ways to create an interactive and meaningful member journey.”

Fairlawns Club currently has 1140 members, with additional footfall coming from hotel guests and spa visitors. bohgym has always had a presence at Fairlawns, and the recent additions and upgrades of bohgym Skill Line, Kinesis Stations, and mywellness cloud has added value to the customer experience at every stage of the journey.

“We wanted to attract younger members to our membership and felt that the addition of Skill Line kit would be a great way to engage and connect with the demographic, especially as it’s a product line inspired by athletes ,” says Sam. “Skill Line offers a wide variety of workout options, and an innovative approach to training.”

The Skill Line was designed together with Olympic Champions to help those who like a challenge to unleash the athlete within. Training power, agility, speed and stamina across the Skill Line range, the multidrive technology offers the ideal performance workout sessions. The fitness facility invested into the Skillbike, Skillmill, Skillrun and Skillrow.

The Kinesis Stations enables progressive functional training made possible thanks to an exclusive selection of unintimidating equipment designed around full freedom of human movement.

The mywellness cloud app provides valuable member feedback under one application. The software allows users to; track indoor and outdoor activity under one single app, the ability to connect personal health and fitness apps such as Garmin, Polar, Strava and MapMyFitness plus, booking and managing your favourite classes.

Enhancing Engagement With mywellness

“To improve engagement, we opted to introduce mywellness cloud,” says Sam. “As soon as a member joins, we conduct a health assessment and sign them up to the mywellness app. Our trainers can provide bespoke training programmes which members can view in the app. The mywellness app is a great solution and tool for onboarding new members, getting them activated so they can start tracking their own activity and journey.

Since introducing mywellness as part of the member journey, Fairlawns has seen a huge uptake of personalised training programmes. 85% of the club’s mywellness app users are currently using a training plan written by a Fairlawns Personal Trainer and delivered through the mywellness cloud.

“Member feedback about mywellness is fantastic – they love the ease of using the mywellness app on their phones, and welcome the extra data and information it gives them in and out of the gym,” adds Sam.

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