Fitbase: AI-based customer behaviour analysis system

2024: Integration with Fitmost

The Fitbays ecosystem of digital services for the fitness industry is integrated with the Fitmost fitness services marketplace. This will allow fitness clubs and studios to automate the receipt of applications from the aggregator to their CRM, as well as expand the client base and optimize business management efficiency. This was announced on July 17, 2024 by representatives of the Fitmost company. Read more here.

Fitbays is a developer of digital services for the fitness industry that has integrated with Fitmost. For us, this is a way to expand the functionality of our ecosystem and optimize its value for customers - now they have the opportunity to quickly connect lidogeneration on the aggregator. In addition, fitness clubs and studios that use only Fitmost can connect Fitbays services for more efficient business management - CRM, mobile applications for trainers and clients, a single chat for social networks and instant messengers. noted Vasily Suvorov, founder of Fitbeis

2023: Launch of AI-based customer behavior analysis system

On April 6, 2023, the startup FitBays, a developer of an ecosystem of services for the fitness industry, announced the launch of a system for analyzing customer behavior based on artificial intelligence technology. This is a "smart" algorithm that allows fitness clubs to use gamification to increase key business indicators.

AI-Based Customer Behavior Analysis System

As reported, as of April 2023, FitBays services are used by more than 600 fitness clubs and studios in Russia and other countries. In 2021, the startup received a grant from the Innovation Support Fund for the development of artificial intelligence for the fitness industry in the amount of 20 million rubles. One of the AI projects implemented with the help of a grant is a loyalty system based on customer segmentation.

The FitBays team analyzed the behavior of 2 million visitors to more than 500 clubs and revealed patterns that affect the extension of season tickets, sales of additional services and the level of customer loyalty. As part of the study, experts tested more than 450 hypotheses and based on confirmed data built a mathematical model for the consumption of fitness services.

Analysts at FitBays found that the more often a client visits a club and the more they spend on their services, the more likely they are to renew their season ticket. This conclusion formed the basis of a "smart" loyalty system: it analyzes the behavior of customers and encourages them to earn points for targeted actions - training and expenses. The number of points scored determines the place of the client in the overall rating, which is displayed in the club's mobile application.

A loyalty program is the gamification of a fitness studio's communication with its customers. Large companies have long used elements of the game to increase the customer's life cycle and stimulate additional sales. This approach also works well in the sports industry. Customers who participate in the loyalty program feel more connected to the studio, their satisfaction level increases, which leads to re-sales and an increase in the percentage of renewals. noted Vasily Suvorov, founder of FitBeis

The algorithm divides visitors to a particular fitness club or studio into five segments according to their loyalty level. At the same time, the model is guided by the club's indicators, and not by the average market data.

The most loyal clients fall into the top "league," who are more likely than others to attend training and spend more on services than the club average. These are the brand's ambassadors. In each next group - those who walk less often and spend less. In the last group - rare guests of the hall who are not inclined to use its paid opportunities. The self-learning model reviews monthly the number of points that are awarded for each target action, depending on customer behavior and past averages. This segmentation allows managers and marketers to more accurately select ways to reward customers.

AI-Based Customer Behavior Analysis System

Different groups of visitors to fitness clubs that our system distinguishes need to be stimulated in different ways. Major league customers, for example, are the most loyal. Our research has shown that they are most likely to be willing to renew a season ticket without a discount or other material incentives. But they really appreciate intangible, but exclusive bonuses - an invitation to a closed event, insignia, participation in the club's media activities. Customers from the fifth group are at risk, they have the lowest probability of renewing a subscription. They can be motivated by a discount or other material options, for example, the possibility of a long-term freeze of the subscription. explained Anastasia Gulyanina, Development Director of FitBays

The "smart" loyalty system has been launched in beta testing mode, it can already be used by users of the FitBays ecosystem. In the future, the algorithm will be able to recommend specific incentives to clubs that can affect the loyalty of customers from each segment.

A recommendation system based on artificial intelligence in the future will be able to suggest other management decisions. For example, how to optimize training schedules or change prices for services. Recommendations will be formed using the decision tree based on an analysis of the indicators and behavior of clients of a particular club.