FAC TECH update
2018 Issue 1 | GearedUp
Dear Fellow Franchisees,
I know it has been a long time since we last spoke; however, the FAC TECH has been diligently working to set the stage for 2018 and beyond.
In November, the FAC TECH participated in a FAC Technology Summit in Boston where we had the opportunity to voice the concerns of FAC TECH and the zee base while working directly with Craig Miller, our new chief digital and information officer. Together, we reviewed and proposed a strategic plan for Planet Fitness ® for 2018 and the future of PF ®.
Craig has shared his vision for achieving what the FAC TECH, along with PFHQ, sees as the future of PF:
• Strategy: Leverage digital technology and data to create a competitive advantage that will help drive revenue growth and operational efficiency.
• Data: Use our data as a differentiator to expand member engagement and enhance the member experience in ways our competitors can’ t.
• Equipment RFP: RFP process with Life Fitness, Precor and Matrix is
TECH UPDATE
progressing well, including the installation in 15 clubs that will serve as our preliminary pilot test.
• Execution: Improve the execution of technology initiatives, starting with infrastructure standardization, project management practices, implementation procedures, total-cost-of-ownership / ROI analysis, and franchisee communications.
• Initiatives: Recalibrating the technology initiative portfolio, including a pause on several underperforming projects, and accelerating next-generation mobile development, ABC 3.0 design and enhanced media management for the club.
To touch on Craig’ s vision of
improving the execution of technology initiatives( and to address the franchisee concern that the speed of innovation is frustratingly slow and we need to focus on immediate needs), with our push, corporate is expanding the project management team and recruiting and hiring the right people as we speak. We are excited to announce the existing initiatives, along with new pilots we are bringing to the franchisees in 2018. We will continue to focus on existing initiatives that affect our business, including club infrastructure, data exchange, analytics, premium consoles, mobile, website, social, ABC 3.0, digital payment, club media management, facility and asset management, and international initiatives.
One of the more exciting pilots we will be participating in this year falls under the club media management initiative and has the potential to be one of the best member retention tools our brand has seen. Stingray music video, music mobile app and digital signage will enhance the member experience in-club and outside the four walls of PF by providing Black Card members free music that is equivalent to services provided by paid vendors like Spotify, Pandora and Apple Music, and can be leveraged not only as a retention tool but to drive Black Card membership. This pilot, along with the other initiatives as part of our strategic plan, will create a sustainable competitive advantage and, more importantly, provide a differentiated member experience.
We look forward to providing more in-depth information at this year’ s annual conference.
As always, we invite you to leverage your existing FAC TECH representatives for questions, comments and suggestions.
Thanks,
Dave Leon
FAC chairman FAC TECH leader
18