David Lloyd Clubs cultivates community and manages digital knowledge with Yext
‘Yext offers a solution that lets us be more proactive about reviews. We can now engage actively with our members online and respond to feedback quickly.’
As Europe’s premier health, racquets and fitness provider, David Lloyd Clubs helps families lead healthy and active lives. The company operates 83 clubs in the UK, with another 12 across Europe, as well as three Harbour Clubs and its high street concept called David Lloyd Studios. David Lloyd Clubs has approximately 475,000 members and employs 6,000 people, including an expert health and fitness team of 1,800+ as well as 400+ tennis professionals.
“We are more than just a gym destination,” explains Lauren Baldwin, Digital Manager. “We offer a place you and your whole family can come; there’s something for everyone. Our clubs cultivate a true sense of community and belonging. Whether you want to get fitter, swim once a week, come with your children, or do whatever sports mix you like — we have something for you.”
Mobile is extremely important to the company. “Most of our traffic comes through mobile devices,” says Katie Lockett, Digital Optimisation Manager. “It’s just over 70 percent. Mobile has been increasing steadily since 2014. We engage our members through a mobile app too. They can use it to book group exercise classes and tennis courts. We’re starting to talk to our members more through mobile, developing the ways we use push notifications to get specific club information to our members quickly and we are continuing to see how we can improve our app.”
With so many members trying to engage with specific club locations, both online and offline, it became clear that the company needed a strategy for updating and maintaining all of the public facts about its clubs across the digital ecosystem.
David Lloyd Clubs makes sure its Digital Knowledge is always accurate with the Yext Knowledge Engine
David Lloyd Clubs uses Yext Listings to manage its local online presence. The Yext Knowledge Engine enables brands such as David Lloyd Clubs to manage the digital knowledge about their people, places and products across their websites, mobile apps, internal systems and the entire PowerListings® Network — the industry’s largest ecosystem of maps, apps, search engines, GPS systems and social networks including Google, Apple, Facebook, Bing and Yahoo.
David Lloyd Clubs increased its overall listings presence to 3,800+, and experienced a 141% increase in search impressions during one year with Yext. The brand also saw a 218% increase in Facebook “Likes” and a 52% lift in “Were Here” check-ins.
When the company rebranded in September 2016, the Yext Knowledge Engine was particularly useful. “Quite recently, we went through a rebranding and relaunch, repositioning ourselves as David Lloyd Clubs, as opposed to David Lloyd Leisure,” Lauren explains. “We did everything we could to leverage the Yext platform, updating and enriching each club’s online profiles, making sure we had relevant descriptions, photos and featured messages as well as addresses, phone numbers and opening hours — pretty much everything for all locations before our brand relaunch. Yext then empowered us to update our digital knowledge everywhere online, instantly, making it both accurate and appealing.”
David Lloyd Clubs has also given each of its club managers a login so that they can use the Knowledge Engine for review monitoring and response. “Yext offers a solution that lets us be more proactive about reviews,” states Glenn Earlam, Chief Executive Officer. “We can now engage actively with our members online and respond to feedback quickly.”
Katie adds, “The clubs needed access to Yext to manage this themselves, not just due to volume but also because they are closest to their members and can provide a much more personal response and resolution.”
Beyond a powerful technology platform, Yext involves a human element. “Our team at Yext has been brilliant, truly helpful,” recounts Lauren. “They have worked deftly to help all our General Managers of the clubs get set up individually on Yext. By way of example, we held conference calls to take our club managers through how to leverage the Yext platform for reviews. It was a really positive story that we were able to address senior leadership’s business concerns quite quickly by leveraging Yext in this grassroots manner.”
“The Yext team is fantastic to work with,” adds Katie, “They’ve spent a lot of time getting to know us and understanding our brand so that they’re able to give us exactly the kind of support we need for our knowledge management and reviews project. We always look forward to meeting with them and can rely on their support, day-to-day.”
In the age of intelligent search, consumers have more sophisticated tools than ever to find businesses. Lauren recognises the struggle that health and fitness brands face. “Location is always going to be a challenge for us,” she acknowledges. “Just because you’re in our location’s vicinity, doesn’t mean you will or can just drop by. You have to want to be a health and fitness club member and have a paid subscription to come into one of our clubs, so there are lots of barriers before someone even decides to make that sort of contact with our brand. We need to make sure we’re visible when someone is nearby or is searching for us — we want to make that experience as easy as possible. The Yext Knowledge Engine enables us to do that in a practical and innovative fashion.”