Keeping members engaged has always been one of the biggest challenges in leisure, and it's not for lack of effort. It's a capacity issue.
We've spoken to operators, managers, and reception teams across the UK, and the message is clear: You know when someone's dropped off or hasn't been in for a while. But when you're juggling rotas, classes, and cancellations, finding the time and the tools to do something about it can be near impossible.
That's why we're building something new - a suite of communication tools within Gladstone Go, designed to help you take control, act quickly, and stay connected with members in a way that works for your team.
And it couldn't come at a more critical time. According to the UK Health & Fitness Market Report, the UK now has 11.5 million gym members, nearly 17% of the adult population, the highest it's ever been. More members means more opportunity , but also more choice. If your centre isn't connecting with people in a relevant, timely way, they won't wait around.
The first step in our journey towards helping you and your team? Member segmentation.
We're launching a new feature called Audience Builder, which gives your team the power to create smart, targeted groups of members based on what they actually do, not just who they are.
You can quickly pull together groups like:
And because it's live data from your Gladstone system, there's no need to export lists or cross-check spreadsheets. The groups update automatically. So you can send the right message at the right time, without second guessing.
Want to see how it works? Join our live webinar on 8th May, where I'll show you how to build your audience and send the message to bring members back through the doors.
We know from experience that messaging members isn't always about marketing. Sometimes, it's as simple as reminding someone about their class or that you have maintenance going on around the club.
As the communications platform takes shape, you'll have the tools to send both operational and marketing messages across the channels that matter:
And creating those messages is easier than ever. The built-in drag-and-drop editor enables you to create branded, professional emails quickly, without requiring specialist skills or third-party tools. Just choose a layout, drop in your images, copy and buttons, and press send. Everything stays on brand and, most importantly, in your control.
Once you've built your groups and set up your email template, the next step is automation.
We're working towards a system where you can set up key messages, like a welcome email based on their membership, a check-in after two weeks of inactivity, or a 'bring-a-friend' offer, and have them run automatically in the background.
The result? Members feel seen and supported. Staff feel less overwhelmed, and you close that gap between noticing a drop-off and doing something about it.
This gets even more powerful when paired with data on your live facility usage - like what you can get from Gym Twin by TwinLabs. It's one thing to know someone hasn't booked lately; it's another to know exactly how and when they used your space.
If you missed it, we recently shared how TwinLabs is helping operators make every square metre count - and how those insights can feed directly into your campaigns.
Now you can tailor your messaging:
One of the most common (and justified) worries when it comes to member communication is data privacy, especially when spreadsheets start flying around or external tools get used.
That's why the Audience Builder is fully integrated into your existing Gladstone system. You don't need to export contact lists, upload them elsewhere, or worry about how data is being handled.
Everything happens in one place, with full visibility and control. Member data stays secure, up-to-date and protected under your existing access permissions - and crucially, it respects each member's marketing preferences and opt-outs automatically.
When sending marketing campaigns, you'll always know your messages are only going to people who want to hear from you - no manual filtering, no compliance guesswork.
Member segmentation is only the beginning. Audience Builder is the first piece of a wider communications platform that we are developing, which will grow to include smarter automation, reporting tools, and better ways to plan your communications around how your centre actually runs.
For now, it's all about giving you the visibility and confidence to connect with your members in a more relevant, timely way.
*All images in this blog are for illustrative purposes only and may be updated.