24 Hour Fitness selects Dynamics 365 to improve customer engagement

24 Hour Fitness selects Dynamics 365 to improve customer engagement
Solution will enable the fitness chain to offer personalised and unified digital experiences 

Elly Yates-Roberts |

Microsoft and computer software company Adobe have partnered with privately owned fitness chain 24 Hour Fitness to deploy Microsoft Dynamics 365 and Adobe Experience Cloud across its network of over 420 clubs nationwide.

This collaboration will enable 24 Hour Fitness to offer more personalised and unified digital experiences for members during their visits to the facilities. With technology integrations across Microsoft business applications and Adobe Experience Cloud, 24 Hour Fitness is investing in a combined cloud platform to engage its members with personalised experiences.

“We have an opportunity to establish a new bar across the industry by delivering personalised digital interactions to our members that are available 24 hours a day, at home, on the road or in the gym,” said Frank Napolitano, president of 24 Hour Fitness. “It’s not an easy feat to achieve this with nearly four million members. Adobe is empowering us to create mass consumer personalisation that scales, all utilising the Microsoft Dynamics 365 platform. In doing so, we are better positioned to serve our members the workouts and health and fitness guidance they truly want and need.”

Integrated cloud solutions from Adobe and Microsoft will help 24 Hour Fitness with scale, security and outreach along with artificial intelligence (AI) and machine learnings to connect to its members.

“Adobe and Microsoft are at the centre of how we bring in relevant data, draw intelligent insights, and then how we act upon those insights across all our channels holistically,” said Tom Lapcevic, executive vice president and chief marketing officer, 24 Hour Fitness. “Our mission is to help people improve their lives every day through fitness, both inside and outside our clubs. So, whether it be email communications with a member, a mobile push notification or an SMS communication, we make sure that all our channels are in sync with what the needs of that individual are. It’s about giving every one of our members and guests a better and more personalised experience — and ultimately the results they desire.”

Integration with Microsoft Dynamics 365 for Sales will allow 24 Hour Fitness to leverage sales data for member and guest insights, providing a single view of the customer that can be used to personalise experiences. For example, the company can customise offers, such as personal training recommendations, based on interests and geography.

“24 Hour Fitness is at the forefront of delivering exceptional personalised customer experiences across new customer acquisition all the way through delivering ongoing member services,” said Alysa Taylor, general manager, Microsoft Business Applications and Industry Group. “Together with Adobe, we’re dedicated to empowering digital transformation with 24 Hour Fitness and are proud to join them in their efforts to develop amazing experiences that can revolutionise their industry and further engage their members.”

At Adobe Summit 2018 last month, Microsoft and Adobe outlined new native technology integrations between Adobe Experience Manager and Microsoft Azure, Adobe Campaign and Microsoft Dynamics 365, and Adobe Analytics and Microsoft Power BI.

“Delivering personalisation at scale is the holy grail when it comes to how fitness companies engage with members,” said Dave Welch, vice president, Microsoft Solutions, Adobe. “24 Hour Fitness is able to achieve precisely this by harnessing the unique advantages of Adobe and Microsoft’s joint solutions. This can be a game-changer that truly transforms the member experience.”

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