The Business Case Halo Leisure manages 20 sports and leisure centres throughout Herefordshire, Shropshire and Bridgend County Borough. An existing user of Legend Club Management Systems’ front of house, online bookings and reporting solutions, at the beginning of 2016 Halo decided that it wanted to make greater use of the vast wealth of customer data at its fingertips. At its most strategic, the company’s objective was to communicate in an intelligent, relevant and entertaining way with its customers in order to strengthen brand loyalty, increase retention and minimise attrition. Cathy Fletcher, Group Sales and Marketing Manager, Halo Leisure, explains: “It’s a competitive environment out there. Customers have greater choice than ever; there are more operators with attractive of

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