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With an original three-year plan for the digital transformation of Mytime Active, John Branigan, Director of IT and Transformation, told us how Covid helped to fast-track this and ultimately deliver impressive results for the business.
‘Our goal was always to try and do things with almost zero touch – so the customers would never need to interact with a real person.’
Mytime Active has switched to a cashless system and mandatory online bookings for every activity their sites offer – whether that’s golf, swimming, gym classes or even soft play. It’s clear that these changes have had a significant impact on the business, resulting in increased revenue and a smoother customer journey.
With a rapid and major shift to online bookings, from pre-pandemic times to now, the percentage of bookings made online rose from around 20% to 85% across all activities and to an even higher 92% in leisure activities. With a goal to increase this even more in the future, John comments on this impressive increase in online bookings:
‘Gladstone’s system and the app have facilitated that in such a major way – it’s made such a difference to what we do.’
Any advice for other operators?
A combination of Mytime Active’s determination and vision of a digitalised business, and a shift in people’s mindsets in other aspects of their lives because of the pandemic has made this venture a complete success for the organisation. When asked what advice he would give to other operators looking to make some digital changes, John says:
‘Just because it’s always been done that way, don’t think that’s the way it has to be done. Think outside the box – always have a Plan B and a Plan C.’