A gym membership you can buy without a salesperson.
A Brisbane health club where joining online still ended with a call from the sales team. Now the sign-up finishes itself.
- Industry
- Boutique gym and fitness clubs
- Location
- Hendra, Brisbane
- Build
- WordPress, WooCommerce and Debit Success
- Project lead
Trav White- Delivered
- In four weeks
01 The briefA new website for Healthworks Hendra, with an online sign-up that takes a weekly membership and its add-ons straight into Debit Success, so no one on the sales team has to finish it off.
Sign up online, then wait for a call.
Healthworks started in Brisbane in 1986 and has grown from one club to twelve across South-East Queensland, with a more personal approach to the gym and training. The club in Hendra came to us in early 2019.
Hendra's team felt the group website did not reflect their marketing, or the people who live in the suburb. Joining online was harder than it should have been: the sign-up did not flow, and a salesperson still had to contact every new member to confirm their details and finalise the membership. Every one of those calls added to the cost of winning a member.
The reason it had not been fixed was the payments. The club collects fees through Debit Success, a recurring direct debit system. A membership had to be a weekly subscription, and members also wanted to add extras such as Pilates or the creche. Debit Success and WordPress had never been able to do both together, so the last step went to a person.
What Hendra asked for
- A website that looks like Hendra. Fresh, and in line with the club's marketing.
- Members build their own membership. Online, with class add-ons on top of a subscription.
- No salesperson at every step. A new member goes from interested to paying on their own.
Five steps, and nobody has to call.
The new sign-up runs on WooCommerce, the shop and checkout software for WordPress, with a custom integration into Debit Success behind it.
Choose a membership
The member picks the membership they want, set up as a weekly subscription.
Add what they want on top
Extras such as Pilates classes or the creche go into the cart with one click, or the member skips them.
Personal details
Contact details, address, an emergency contact and a photo, all on one screen.
Payment details
Payment runs through Debit Success, the club's recurring debit system, over a custom API integration.
Confirmation
The member is signed up. The sales team did not have to touch it.
The hard part
Debit Success had to be connected to WordPress and work correctly. A membership had to be a weekly subscription, and still flexible enough for a member to add Pilates or the creche at the click of a button.
That combination had not been possible with Debit Success and WordPress before. Our developers found a way to do it, and it is what lets members build their own subscription with no help from sales.
The last step of joining used to be a phone call. Now it is a button.
Customers who want to buy online, but still need a call?
The Hendra site, as we launched it in 2019.
Stills from the recording published with this case study.
Three goals. Here is what came of them.
What Healthworks Hendra asked for before the build started, and where it stood once it was live.
| Measure | The old website | The new website |
|---|---|---|
| Finishing a sign-up | A salesperson contacted every new member to confirm and finalise | No sales team intervention |
| Pilates or the creche | Not possible with Debit Success and WordPress | Added to the cart at the click of a button |
| Cost of winning a member | Raised by the sales call on every sign-up | Lower, with less spent on sales staff |
| The website | Dated, and not reflecting Hendra or its marketing | In line with the Healthworks brand and the club's marketing |
| New members | Every one needed a call | 30 a month, signing up online |
From start to finish, the new website went live within four weeks. The online sign-up has fast-tracked new members and lowered what each one costs to win.
Goal 01
A website that looks like Hendra
We built a new website in line with the Healthworks brand and the club's marketing, leading with a free trial and three ways in.
40%
more traffic to the website. The old site was dated and did not reflect Hendra or its marketing. The new one does, and more people are finding it.
Goal 02
Members build their own membership
We built a WooCommerce sign-up with a custom integration into Debit Success, so a weekly subscription can carry add-ons such as Pilates or the creche.
1 click
to add Pilates or the creche to a weekly membership. That combination had not been possible with Debit Success and WordPress before. Members now build their own subscription with no help from sales.
Goal 03
No salesperson at every step
We set up a five step join flow that ends in a confirmed membership, with payment running through Debit Success.
30
new members a month, signing up online with no sales call. Every new member used to need a call to confirm and finalise the membership. Without it, the club spends less on sales staff and less to win each member.
Hendra now signs members up online from start to finish, and the numbers moved with it: new leads rose 35% and revenue grew 21% month on month. The club's team spends more time selling to new members and working in the gym, and less time chasing prospects.
We have kept going since, running Hendra's lead generation across Google Ads, Facebook and Instagram Ads and remarketing. The club was happy enough with its site that work began on updating the websites for the rest of the Healthworks group.
“The Neighbourhood team really helped our club scale up to be one of Brisbane's best Health Clubs. Our leads are able to now sign up to our gym online without having any member of the sales team get involved. We are now seeing a steady amount of leads come in month to month which has attributed to the growth in our club. I would highly recommend Neighbourhood, they have been great to work with and always had return on investment in mind when coming up with our game plan.”
Jared Ramondi
Healthworks Fitness Centres
Who ran it
Trav WhiteFounder and Head of AI Engineering
Led the website design, the Debit Success integration and the automated sign-up, live in four weeks.
HubSpot Certified Trainer, 9 HubSpot Impact Awards, Founded Neighbourhood in 2015
Every new sign-up still waiting on a call?
The neighbours next door.
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