Presented by Adam Patrick, Director of Customer Engagement at Planet Fitness, at Customer Success Summit 2018, Track 2.

1. B2C Customer Success

2. About Planet Fitness
• Largest Planet Fitness Franchise - United Planet Fitness Partners
 600,000 members
 86 clubs and 10 states
• My Role: Member Experience
 Connecting, Collecting, and Analyzing Member and Club Data
 Deep Insights to Create Recurring Value During Member Journey

3. Fitness Industry Problem: Retention (>50% churn)
• My Story: Using personalized campaigns has been critical for growth
 30,000 people returned to clubs that were dormant over 90 days Q4’17- 1 Campaign
 Creating more recurring value and enhancing current programs through Totango

4. Our Approach To Improving The Customer Experience
• Step 1: Understanding the gap/problem
• Step 2: Survey members and how we can make them successful
• Step 3: Identify current member journey
• Step 4: Define the member experience they really want
• Step 5: Define meaningful touchpoints and implement in small batches
• Step 6: Learn, unlearn, and relearn
• Step 7: Double down on quick wins

5. Customer Success

6. Value Inside and Outside Clubs Using Totango
• Creating value through:
 Loyalty
 Content
 Personalization
 NPS
 SMS
 Gamification
 Community

7. Connecting Disparate Systems
PF DW
POS
SMS
NPS
Loyalty

8. Creating Customer Segments From The Member Journey

9. Creating Health To Get A Better Understanding
Onboarding
Sign Date is < 60 Days
Good Health
Check-In Every Week
Sign Up Date > 60
Days
Check-In at least 1
time in Last 14 Days
Check-In more than 1
time in the last 30 days
Poor Health
Inconsistent Check-Ins
Sign Up Date > 60 Days
Check-In at exactly 0
times in the last 30 days
Check-In at least 1 time
in Last 90 Days
Average Health
Check-In Almost
Every Week, Except
the Last 2 Weeks
Sign Up Date > 60
Days
Check-In 0 times in the
last 14 days
Check-in 1 time in last
30 days
Dormant
No Check-In in the
Last 3 Months
Sign Up Date > 60
Days
Check-In 0 times in the
Last 90 Days
Sample Health Profile

10. Q4 ’17 Personalized Promotional Campaigns
Converted (Checked In)
5,550 (24%)
Viewed
7,716
Emails Delivered
22,927
Offer: Free Hydo Massage Goal: 7% convert

11. Q4 ’17 Personalized Promotional Campaigns
Converted (Checked In)
10,200 (24%)
Viewed
7,160
Emails Delivered
42,556
Offer: Bring 2 Guests for free Goal: 5% convert

12. Key Insights Over
Time Q4’17
• 1 month after conversion,
subscribers are continuing to
visit the gym
• 47% visit at least once every
14 days
• 7% - “Good Habits”

13. The Impact? Churn Reduction!
Churn Analysis - All Clubs
Cancel% of Total Members
Consistent
0.5 - 1%
reduction in
cancelation
rate.
That equates to
retaining
2900-5800
Members every
month.

14. Key Takeaways
For Planet Fitness
• Starting to become proactive in responding to member behavior
• Members love personal and timely messages that are tied to their fitness journey
• Customer Success makes an impact in B2C too
• Totango is able to help us analyze members behavior at specific touchpoints
• Customer engagement strategy reduced churn by .5%-1%
For Everyone Fighting Churn
• Establish health and segments so you know where to start
• Your customers have different use cases for your products so personalize the segmentation
and campaigns to have meaningful and impactful touchpoints
• Start small – small batches, learn and iterate, and focus on value

15. Thank you!