The Challenge Well known personal tness gods LA Fitness needed to combat the post New Year resolution gym enthusiasm drop o. The battle was on to get members to keep up their attendance and previous methods of phone calls and direct mail shots weren’t cutting it. Time for something new. What they needed was to make the renewal process as easy and accessible as possible. As one of only two tness clubs in the UK to have taken their joining process online, LA Fitness are already ahead of the game when it comes to making the customer journey quick and simple. Having seen the benet of moving the registration process online, they realised that they might also be able to improve renewal rates through the website. The Solution However, unlike signing up for membership, which is largely self- m

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