Illustrative engagement. A representative scenario showing how we approach this kind of work in leisure. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping leisure
Leisure and recreation businesses compete for limited free time and holiday budgets. Visitors and members want value, convenience and memorable experiences.
- Holiday planning starts online, months ahead
- Memberships need visible value to renew
- Local tourism depends on infrastructure and cleanliness
Client background
A sports and leisure centre, working in Pune. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A sports and leisure centre
- Sector
- Leisure
- Team engaged
- IT & Development
- Services
- CRM development, Marketing automation
Client challenge
Renewals were tracked manually and many lapsed without follow-up.
Research objectives
- Deliver on the brief: a membership CRM for a sports and leisure centre.
- Design around the real needs of members.
- Define requirements and success criteria the solution would be tested against.
- Deliver a reliable, secure solution the team can run and extend.
Target audience
The work focused on 3,000 members.
- members3,000
Audiences we typically reach in leisure
Visitors and touristsMembersFamilies planning holidaysLocal businessesTourism boards
Geographic coverage
Coverage: Pune. Market: India.
- India
Research methodology
An iterative delivery approach: discovery, design, build and test in short cycles, with the client reviewing each step.
- 1Brief
- 2Membership CRM
- 3Renewal reminders
- 4Insight
We built a CRM with membership records, renewal reminders and personalised offers.
CRM developmentMarketing automation
Sampling strategy
- members
- 3,000
- Users and stakeholders from every affected team took part in discovery workshops and acceptance testing.
Data collection
- Requirements were gathered through workshops, process walk-throughs and a review of existing systems and data.
Data quality & validation
- Peer code review on every change
- Automated and manual testing
- User-acceptance testing with the client
- Release checklist and rollback plan
Data analysis
- Usage and performance monitoring after launch
- Defect and support-ticket trends
- Process time before and after
Key findings
- Renewals need reminders.
Recommendations
- Build on the core insight: renewals need reminders.
- Track adoption and support tickets, and plan the next release from real usage.
Business impact
- Fewer memberships lapsed without contact, and staff saw renewal pipelines clearly.
Impact is described qualitatively.
Deliverables & next steps
- Deployed solution with documentation and handover
- Support and maintenance plan
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: why do members renew or leave?