2020 Retention Initiative for 24 Hour Fitness

1. 24GO LIVE
Retention Initiative for 24 Hour Fitness

2. 2
COVID-19 and 24 Hour Fitness’ Problem
● At the beginning of 2020, the coronavirus epidemic forced gyms, including our client*, 24
Hour Fitness, to close their locations due to safety concerns.
● 24HF club members were used to, and prefered, working out in the club - an environment that
provides them with the social interactions and the energy to succeed.
● Unfortunately, gym closures left 24HF club members unable to access their regular workout
environment, feeling isolated, stressed, and without fitness guidance.
*YourTrainer Inc manages the digital app for 24 Hour Fitness, 24GO.

3. 3
Our Solution: 24GO LIVE
24GO LIVE, a 24/7 live fitness broadcast was created to provide members with the workout
content and community to help them stay fit while safety concerns kept gyms closed.
This experience brought together top trainers, a variety of popular workout styles, and the
entire 24HF community to provide love and support for members during this challenging
time.
The 24GO LIVE experience included:
● Live Training with 24HF top rated trainers
● A chat function with a live moderator during workouts to inspire, answer questions,
and direct members to 24HF fitness resources
● Accountability to maintain a fitness routine outside of the gym
● Encouragement from family, friends and fitness professionals
● Tips and techniques on how to stay healthy during the unique times
This experience was available on the 24GO app and simulcast on YouTube so 24HF
members could enjoy working out on the big screen in the comfort of their home.

5. Why This Is Important

6. 6
We surveyed 950+ 24HF Members about 24GO LIVE
“We're working on a new concept called 24GO Live, a FREE 24 Hour Live
Broadcast Station to provide you with the workout content and community to
help stay fit during these unique times.
Q1: “ ”
80% of respondents said YES
Q2: "How interested are you in the free training, classes, community and
encouragement that the 24GO Live experience provides to help you stay
healthy during these challenging times?”
90% of respondents indicated a high level of interest in 24GO
LIVE
Q3: "The following are potential new features for 24GO Live. Select ALL that
you are interested in.”
Top 3
1. Do workouts lead by our most popular instructors
2. Engage in classes lead by your favorite instructors
3. Do workouts moderated by world class fitness
professionals
Note: Of the 48 respondents who said they don’t currently have the 24GO
app, 42 said they would download the app to take advantage of 24GO Live.
Why This Is Important: To Members

7. 7
Why This Is Important: To 24HF Business
● 24GO LIVE allowed 24HF to communicate with members. Its
primary purpose was to let members know 24HF is invested in their
health while they’re away from the gym.
● 24GO LIVE helped to reduce attrition and drive people to the
offerings 24HF still had available like Virtual Group Training.

8. Product

9. 9
24GO LIVE Stream Integration inside 24GO App
LIVE Stream
Recommended
Chat with Trainer
& React to Workout
In Real Time
See LIVE Stream
Schedule
& Add to Calendar

10. 10
24GO LIVE Stream
Primary Video Moderator Feed
Rotating Footer
2a. Upcoming Schedule
2b. Upcoming Schedule
3. Social Post Feed
1. Participation Feed
(based on live detail screen viewership)

11. Distribution

12. 12
Distribution: 24HF Existing Properties
● Access on 24GO app with 24GO LIVE Featured
● Access on 24HF.com
Live to over 3 million people on
24HF app and website.

13. 13
Distribution: 24HF Social Media
Live to 500,000 people
across 24HF social channels
● Facebook: 340k followers
● Twitter: 117k followers
● Instagram: 60k followers
● YouTube: 17k subs

14. Reporting

15. 15
KPIs Tracked
● Users:
○ # of members who register for a 24GO account from marketing campaigns promoting 24GO Live
○ Daily Active Users
○ Retention - rate of usage after first use
○ Usage by Age Group
● Survey:
○ Favorability Rating