Why Referrals Need to Be the Centerpiece of Your Fitness Marketing Strategy

This post was written by our guest blogger, Joe Hall. Joe has a wealth of experience in driving online engagement, and operates the social media strategy for the fast growing UK based gym chain XERCISE4LESS, one of Perkville's clients.

Some twenty years ago, when the modern day fitness industry was very much in its infancy, I'm sure all the top Fitness Sales Gurus would have been shouting from the rooftops about the NEED for leisure centers and fitness chains to adopt a “member referral program” in order to capitalize on their main marketeers (their customers)—and yes, right they were! What happened afterwards tells another story; it wasn't long before every man and his Personal Trainer caught wind of this and today it is perhaps viewed as more of a surprise if a Fitness Center or a PT does not have a generous Refer A Friend program in place. 

However, just as when concepts began to progress from 1992 (the year Michael Grondahl founded Planet Fitness), over the last five or so years we've also seen monumental developments in member referral opportunities but this time it seems not everyone holds the key to this member-based marketing treasure chest—YET! For those of you who are already basking in the gemstones and jewels you'll recognize that the traditional fitness Sales Gurus have been dislodged by Digital Marketeers; old school pen and paper has been cast aside for top of the range CRM Software and cries of, “Get out your phone book and read a list of names to me,” are no more, as now our customers just have to visit a mobile friendly website and click on a timely Call to Action in order to invite a friend to their gym. I am, of course, alluding to the rise of “online referrals”. If just seeing the word “online” has left you feeling bemused, doubtful or apprehensive then it really is time you stopped clinging on to the traditional methods. You don't still see Apple churning out the Macintosh PC so why are you still adopting best practices from 1998?

Online Referral programs are now the MUST-haves for all gyms, whether you are a small independent or a large nationwide gym chain it's time to respect the digital age. At Xercise4Less we believe we have found the key to our treasure. Perkville's online reward system not only enables us to foster higher levels of customer engagement, retention, adherence and spend, but Perkville also incentivizes members to refer their friends for points. We have seen over 250 direct sales per month as a result of this awesome platform and I would strongly advise anyone who is either browsing this blog post or considering signing up to the program to certainly give it a try. For those of you who aren't convinced, perhaps it's time to step down from your Generation X rooftops and to make a start in hunting for that millennial treasure!

marketing social media referrals retention

Sep 10 2015

Axiom Achieves Substantial Growth through Perkville Referrals

Referrals are one of the most powerful forms of advertising[1]. For health clubs, referrals are the lifeblood of their business with referrals typically accounting for 40% to 65% of new memberships. Research has shown that referrals are more effective and potential customers view them as more credible than traditional advertising because referrals come from a trusted third-party[2]. For this reason, it’s essential for health clubs to implement effective and systematic approaches to generating and capturing referrals.

Axiom Fitness, a leading chain of health clubs in Treasure Valley, Idaho is a great case in point. Since re-branding their clubs in 2011, Axiom has grown rapidly by coupling state-of-the-art facilities with a broad range of high impact classes. This strategy has allowed Axiom to build a loyal customer base, leading referrals to account for a significantly higher percent of new business than the industry average. However, in 2013 Axiom realized they didn’t have an automated way to track and reward referrals.    

In July 2013, Axiom unveiled [Axiom Rewards], a loyalty and rewards program powered by Perkville. [Axiom Rewards] drives member loyalty[3] by awarding points for among other things, new member referrals, gym check-ins and social media engagement. Members can easily redeem these points for great rewards such as free massages and personal training sessions.

“We’ve been very happy with the program,” JP Green, Axiom’s President said. “We’ve been able to generate a lot of new sales without significant new acquisition spending.”

In setting up [Axiom Rewards], Axiom was looking to accomplish two goals: (1) automate the process of tracking and rewarding new member referrals and (2) create a point of differentiation in a crowded local health club market.

Given Axiom’s objective of automating the process, they sought a rewards solution that would be as hands-off and fool-proof as possible. For this reason, Axiom chose to build [Axiom Rewards] on Perkville, which is integrated with ABC Financial, Axiom’s club management software. According to JP Green, “Because Perkville integrates directly with ABC Financial, [Axiom Rewards] can run in the background and managing referrals is no longer work that we have to do.”

Now nearly two years on, the data is in and the proof of [Axiom Rewards]’ success is in the pudding.

Select Results for Axiom Rewards:  
Axiom Rewards for Participation Rate [4] 45%
% More Referrals Each Month Per Participant than
Per Non-Participant
% More Check-Ins Each Month Per Participant than
Per Non-Participant
Social Media Actions Generated by Participants  548

Automating and Encouraging New Member Referrals

The key metric Axiom uses to evaluate the success of [Axiom Rewards] is new memberships generated through program referrals. We looked at this metric through a two-fold analysis: (1) the number of new member referrals tracked and rewarded through [Axiom Rewards]; and (2) the increase in new member referrals generated by [Axiom Rewards].

Through April 2015, [682] new member referrals have been tracked and rewarded through [Axiom Rewards]. Over that same period, Participants in [Axiom Rewards] averaged [92%] more referrals per member than members who were not Participants. From these metrics, it’s clear that [Axiom Rewards] was successful in tracking and rewarding the referrals generated by Axiom’s most loyal and engaged members. To take this one step further, we also analyzed whether [Axiom Rewards] was driving an increase in referrals by those same members.

In order to measure [Axiom Rewards] impact on member behavior, a subset of Participants for whom at least 3 months of pre-rewards program participation usage data was available was evaluated. We then compared the referrals generated per month by Participants prior to joining [Axiom Rewards] with the referrals generated per month by those same Participants after they joined [Axiom Rewards]. The results show that [Axiom Rewards] has a strong impact on member referrals. In the period including the month of joining [Axiom Rewards] and the three months thereafter, Participants in the sample averaged 29% more new member referrals per months than they had during the three months prior to joining [Axiom Rewards].

annualized referrals per person

Differentiation Through Rewards

A secondary goal of [Axiom Rewards] is to provide differentiation in a competitive market. There are a number of ways Axiom Rewards helps Axiom differentiate its offering. For example, [Axiom Rewards] enables Axiom to easily provide high value rewards to loyal members to drive engagement. Axiom members have quickly taken to this element of the program redeeming free classes, gym credit, personal training and massages. The rewards are driving behavior as well. Participants have averaged an increase of 29%[5] in their monthly average check-ins in the 3 month period after joining [Axiom Rewards].

Axiom Rewards also enables Axiom to engage Participants through social media channels. Perkville is integrated with Facebook and Twitter, making earning points for social media posts quick and easy for Participants. As a result, Axiom Rewards has generated over [500] social media engagements[6] with Participants to date. It's clear from the data that Axiom Rewards is driving significant increases in member engagement.


Axiom Fitness has achieved great success in growing their business through the word-of-mouth advertising that comes with providing members with a great experience and top notch facilities. But even a health club as successful at generating referrals as Axiom can always do more to drive new member referrals. By implementing a rewards program, Axiom not only eliminated an administrative burden by automating its referral program, it also increased the rate at which its most loyal members were generating referrals.

Interested in learning how Perkville can increase retention and referrals at your club? Sign up for a free 10 minute consultation with one of our retention experts!




[1] See, e.g., http://www.mckinsey.com/insights/marketing_sales/a_new_way_to_measure_word-of-mouth_marketing (word of mouth key driver of 20-50% of purchase decisions).

[2] See, e.g. http://www.nielsen.com/us/en/insights/reports/2012/global-trust-in-advertising-and-brand-messages.html and http://www.nielsen.com/us/en/insights/news/2013/under-the-influence-consumer-trust-in-advertising.html.

[3] Research by The American Marketing Association has demonstrated that rewards programs increase customer referrals.

[4] Participation Rate defined as percent of Axiom Fitness members visiting a club at least once in the last 6 months who have activated their Axiom Rewards account.

[5] This figure calculated using the same methodology as the referral impact analysis described above.

[6] Engagements defined as Facebook posts, Tweets and Twitter follows by Participants.

Aug 11 2015

Perkville would like to congratulate Fitness Mobile Apps on their recent acquisition by MINDBODY!

Mindbody Fitness Mobile Apps

Fitness Mobile Apps (FMA) builds highly customizable iPhone, iPad, and Android apps for gyms and fitness studios using the MINDBODY API. FMA’s platform accesses existing information such as member credit card information, usernames, and passwords—making it easy for members to complete transactions such as scheduling classes and purchasing services in just a couple clicks.

While FMA is already fully integrated with Perkville, this exciting acquisition means that FMA subscriber apps will now be even more integrated with MINDBODY’s business management tools as well.

The integration of FMA with MINDBODY and Perkville allows customers to manage all their membership activities in one place. From booking classes and appointments to viewing point balances and redeeming rewards—customers can do it all from within their gym or studio’s app.

Don’t have a Fitness Mobile Apps account yet? Learn about how FMA has helped other businesses become more efficient. Click here to view a demo.

Not on Perkville yet? Click here to get started.

Already a Perkville customer?
Click here for a consultation on best practices.

Feb 25 2015

Perkville Raises $2.4 Million in Series A Funding

 New funding to speed product growth and expansion of loyalty offering into new verticals



San Francisco, CA - October 8th, 2014 - Perkville, a software as a service (SaaS) platform that enables any business to create a customer rewards program, today announced the close of a $2.4 million Series A financing. The company will use the funds to sustain its rapid growth in the fitness and gym vertical, and to accelerate expansion into retail, salons, spas, and more. Perkville is used by businesses worldwide and has over 1 million users.

New investor Moneta Ventures led the Series A round with participation from MDO Holdings, Keiretsu Forum, Sand Hill Angels, Xandex Ventures, Fifth Era, and members of Berkeley Angel Network.

“Perkville is already leading in fitness,” said Lokesh Sikaria, Managing Partner of Moneta Ventures. “With more and more point-of-sale integrations coming online, a greater swath of businesses will be able to simply flip a switch and have a rewards program.”

“The world is moving to the cloud,” said David Koehn of Sand Hill Angels, “and increasingly users are relying on a single device—the phone—for everything. This bodes well for Perkville’s platform, which requires no special hardware or membership cards.”

“We’ve been very product focused,” said Perkville CEO and co-founder Sunil Saha. “This new capital allows us to invest in sales and marketing to accelerate revenue growth.”

About Perkville, Inc.

Perkville is a leader in SaaS loyalty and retention programs. Through readymade integrations with POS systems, Perkville automatically rewards customer visits, tracks referrals, drives social media, and more. The Perkville platform empowers any business to create a customized loyalty and rewards program. Perkville is free for users, and offers monthly subscriptions for businesses of all sizes. Learn more at http://www.perkville.com/learn

Oct 09 2014

Automated Loyalty: How Myriad Games Created a 21st-Century Rewards Program

Perkville and LightSpeed Cloud power customer engagement for north-east board game retailer

Editor’s note: This article was originally published on Point of Sale News, and is republished here with their express consent. Click here to visit pointofsale.com and view the original.

Myriad Games are “your friendly, professional game stores.” Now with three locations (Amherst, Manchester, and Salem), the shops are the places to get tabletop games in New Hampshire. Each location features a huge selection of new and used board games, miniatures, role-playing games, and trading card games. But much more than retail, the shops are a hub for the local gaming communities, with an events calendar packed with open gaming nights, chess clubs, and more.


It’s this focus on community building that led Myriad Games to create its MVP program. MVP membership is free for customers, and awards points for buying games, trading games, or participating in events. The points are then redeemable for great rewards like discounts on games, free rentals, and cool swag. From the outset the MVP membership was a huge success. The program drove engagement with existing customers–as an independent retail outlet with thin margins, MVP was a great retention tool.

But it was also analog–staff tracked purchases and points manually on spreadsheets. As the program and customer-base grew it required more staff time to manage, and increased the possibility of mistakes in purchase and rewards tracking. For the MVP program to remain an asset, Myriad Games needed to automate, with POS data directly populating the rewards program.

The Challenge

While analog rewards (tracking purchases on paper or through local software like Excel) can work on a small-scale, multi-location retailers or single outlets with a large customer base will quickly find the analog solution unwieldy. To name just a few challenges:

  • Analog rewards take too much time to administer, requiring manual tracking of points-earning activities, calculation of rewards, and deductions for award redemptions
  • Manual tracking and calculations can lead to inaccuracies and customer disagreements
  • Businesses with more than one location will have separate customer tallies, requiring periodic reconciliations for customers that shop at multiple stores
  • Customers must visit, call, or email to discover rewards balances and available awards

But while the benefits of an automated program are obvious, Myriad Games wasn’t interested in building its own technology, and needed any solution to be integrated with its POS system. This would lead to easier administration and greater accuracy, and free up staff time.

The Solution

Myriad Games turned to Perkville for help. Perkville is a leading SaaS loyalty solution that helps businesses of all sizes offer a customer rewards program via readymade integrations with many customer management and POS systems. Among this list of integration partners is LightSpeed Cloud, the point-of-sale system used in all three Myriad Games stores.

Perkville helped Myriad upload the existing MVP database, and once it was securely housed in Perkville they flipped the switch. Store staff asked customers for phone numbers or email addresses at the point of sale, and this simple request associated the purchase with a customer record in LightSpeed. The data pushed to Perkville in real-time, the points tallied, and customers were prompted to set up an account. Once in, customers saw all historical points.

Now that the program is set up it’s strictly hands-off: Customers need only create an account once, and from then on earnings tally. And the results of the automation have been overwhelmingly positive:

  • Almost 11,000 Myriad Games customers in the rewards database.
  • 33% of customers joined the MVP rewards program (more than 3,600 total).
  • Over 1,100 customers have claimed rewards.

The Benefits

Once Myriad Games had completed the initial automation of the MVP program, they began to use it for much more than simply rewarding purchases.

Myriad is awarding MVP points for participating in game-night participation by collecting the contact info of new customers and entering zero-dollar purchases in POS. This creates a record for the member in both LightSpeed and Perkville, allowing points to begin accumulating and letting the customer see real rewards if and when they do finally sign up.

Myriad is able to offer special promotions like double points for select purchases, or all purchases during a given time (like Black Friday). It’s even able to post points leaderboards, gamifying the program and driving friendly competition between gamers.

A SaaS platform like Perkville also opens the MVP program to non-local customers, and allows patrons to check points earnings and available rewards from home or mobile, offering immediate positive feedback and encouraging impulse store visits. The integration even created new touchpoints: Staff can let customers know how many points they’ve earned and what rewards they’re eligible for at the register, and regular earnings emails encourage customers to re-engage with the stores, driving more frequent traffic. Whether the customer buys or not, Myriad Games gets greater engagement with their retail footprint.

“Customer loyalty is a must for independent retailers,“ said Dax Dasilva, Founder & CEO of LightSpeed.  “With LightSpeed’s integration with Perkville, retailers like Myriad can easily create a customized loyalty program, attracting new customers and driving repeat business.”

And beyond solving the pressing need for program automation, Perkville brought its out-of-the-box perks: one-touch referrals, social posts, and regularized contact with patrons. This led to engagement outside of the stores and a new source of customer leads:

  • More than 700 people recommended to Myriad Games by existing customers.
  • More than 50 referral conversions, leading to almost 700 purchases.
  • More than 1,000 Facebook posts and Twitter tweets.

With Perkville there are no cards, kiosks, or special software, and its out-of-the-box integration with LightSpeed Cloud made digital rewards easy. Myriad Games gained greater, easier loyalty, while its customers get rewarded for doing what they love. And the gaming community–with Myriad Games as the hub–is strengthened.

It is this focus on community building that gets overlooked when discussing rewards. Yes it keeps members loyal by “giving something back” for their patronage, and encourages them to continue to buy. But in the end automated rewards freed Myriad Games staff to do what they love: Talk games and gaming with customers.

Aug 26 2014

One Million!

Dear Perkville residents,

There’s a million of you!

That’s right, we’re absolutely ecstatic to announce that yesterday, August 19th, 2014 we surpassed one million registered users. That’s a million people earning and redeeming points. A million people referring friends. One million engaged customers.

How engaged?

Try 150,000 posts to the Facebook pages and Twitter feeds of our small-business partners. Try more than 56 million points-earning transactions, triggering more than 46 million emails showing users the cool rewards they’ve earned. Try more than fifty thousand successful new customer referrals this year alone!

And the biggest news of all is that these million users come from all kinds of businesses. That’s gyms and Pilates studios, yoga studios and spas, salons and retail stores and restaurants. In more than 25 countries. On 6 continents (and we swear we’ll get Antarctica soon).

Since our founding in January, 2010 we’ve grown by leaps and bounds. Our team is bigger, our reach is bigger, and in addition to single-sites we’re now helping some huge multi-store chains. And of course our population has grown exponentially. But through it all we’ve kept our kinship with the little guys. We set out to make an affordable SaaS solution that actually did something for small businesses like us: That helped them get new customers and keep the ones they had engaged and happy.

Now we’ve got one million proofs that it’s working.

But we’re not resting on our laurels. We’ve got a whole new set of features and new integrations due out in the coming months. We never want to stop getting better, and we want our customers to be as engaged with us as their customers are with them. So tell us how you’re using Perkville, how it helps you, and what we could be doing better. Drop us a line at feedback@perkville.com.

Here’s to many more milestones to come (two-million, anyone?).


The Perkville team

Aug 20 2014

Perkville and Barre: A Member Referrals Dynamo

Editor’s note: This article originally appeared on the MINDBODY Online blog, and is republished here with their permission.

The Body Barre is a thriving dance-fitness studio in Denver, Colorado. Founded in 2012, the studio has been a labor of love for co-owners Jen Rehm and Nadia Walker-Arnold: they bonded over Barre, a challenging, slimming and never-plateauing workout.


“It’s such a great space,” Jen said. “People know Pilates, yoga and ballet, and when you explain Barre as a combination of those three, they instantly get it.”

The business at their original studio is so successful that Jen and Nadia opened a second location.

But while Barre is a national trend, much of their new business comes via word of mouth. Jen and Nadia knew they needed to carve out a market niche by incentivizing referrals. And with a nearly all-female audience, they needed to leverage social media.

Jen and Nadia turned to Perkville for help.

Featuring ready-made integrations with Facebook and Twitter, Perkville makes it easy for members of The Body Barre to tell their social networks about the club—and get points for doing so. The Body Barre members can also invite their friends directly from their Perkville accounts and get rewarded if those friends sign up.

Beyond the direct benefits, Jen believes there are indirect ones, too: Denver is a competitive market, and a loyalty platform lets her studio stand out from the crowd.

“People want to be recognized for their loyalty,” she said. “They’ve come to expect it. Perkville allows that, and it’s really easy.”

Perkville also helps The Body Barre with member retention. Several members of the studio redeemed their Perkville points for one-month memberships after their contracts were up.. With a bridge between renewals, members are more likely to rejoin.

But by far the biggest perk, Jen said, was just how easy it was. Perkville has an out-of-the-box integration with MINDBODY and required no additional staff.

“There were no membership cards, kiosks, or special software,” she said. “We just decided what to incentivize, with how many points and what rewards to offer.”

The results speak for themselves. They’ve seen 50 to 60 social interactions a day, members redeeming points to bring in family and friends and a huge bump in referrals. The studio is even hosting Facebook contests with Perkville points as the prize.

And while Perkville helps the business, Jen and Nadia are free to focus on what they love: introducing women to dance, Barre and the fitness that changed their lives.


* Perkville is the leading member loyalty and retention program for gyms, retail, salons and more. Through readymade integrations with membership systems, Perkville automatically rewards customer visits, tracks referrals, drives social media, and more. Perkville is free for users, and offers monthly subscriptions for businesses.

Not on Perkville yet? Click here to get started.

Jul 18 2014

Partner Spotlight: EZIA Coaching

A big part of Perkville’s value comes from its partnerships. For businesses our integrations with point-of-sale and customer management/scheduling softwares mean a rewards & loyalty program is just a few clicks away–ring up a sale, check in a member, and the rewards are automatic. But Perkville is about so much more than POS. Recently we announced our integration with Listen360, an awesome customer feedback engine. Today we’re excited to highlight another integration: EZIA Coach.

EZIA Coach is an online personal training and fitness-management app. It lets trainers build workouts from a vast library of exercise videos; manage clients, classes, and schedules; sell services online; and create a branded Web experience (mobile, too!). Meanwhile gym owners can use EZIA to create consistent programs among multiple trainers and locations, manage and schedule employees, and engage with members outside the walls of the gym.


“EZIA Coach digitizes the whole coaching experience,” founder/creator Isaiah Truyman said. “Trainers can create workouts for clients to do whether they’re face-to-face or remote, and track that client’s progress. It helps with both management–like scheduling–and training.”


With the Perkville integration, clients can earn points for a workout whether they hit the “Start Workout” button on the app or the trainer does. This translates to motivation even when the client is working out solo. Trainers and gym owners get all of the core benefits of Perkville–engagement on social media, a steady stream of qualified referrals, and improved retention overall. And with the flexibility of Perkville rewards, trainers and owners can offer discounts on future training or buddy passes to drive new revenue.


“In the end EZIA Coach is about making life easier for trainers and trainees,” Truyman said. “We integrated with Withings to track progress by including real-time biometric data. With Perkville we can drive retention by rewarding clients for the tough stuff. Training is hard, and any extra bit of motivation can go a long way.”

We couldn’t have said it better ourselves.

* Perkville is the leading member loyalty and retention program for gyms, retail, salons and more. Through readymade integrations with membership systems, Perkville automatically rewards customer visits, tracks referrals, drives social media, and more. Perkville is free for users, and offers monthly subscriptions for businesses.

Not on Perkville yet? Click here to get started. Already a Perkville customer?Click here to learn more about the EZIA Coach integration.

Jul 17 2014

951% ROI—YogaWorks Reaps Big Rewards with Perkville


Editor’s note: This article was originally published by Street Fight, a media, events, and research company focused on the business of hyperlocal content, commerce and technology. It is re-published here with Street Fight’s consent.Click here to see the original text of the article.

951% ROI—YogaWorks Reaps Big Rewards with Perkville

Gym and yoga studio memberships can be fickle. Up in January, down in June; up in booms, down in recessions. There are myriad reasons, of course—discretionary income and multiple options, to name two. But for studio owners the takeaway is this: efficiency is key. A bump in incremental revenue—say improving cost per lead or upping membership tenure—can mean the difference between thriving and treading water.

YogaWorks, one of the largest, most respected chains of yoga studios in the country, is definitely thriving. Now boasting twenty-nine locationsnationwide, they show no signs of slowing. And while their success takes them to new heights, their core ethos remains the same: skillful practice, precision, and experienced instructors.

In January 2012 the company unveiled YogaWorks Rewards, a loyalty and rewards program powered by Perkville. The program drives member loyalty by awarding points for taking classes in the studio, new member referrals, and social media engagement. Members can then easily redeem those points for great rewards.

“Our rewards program is one of the pillars of our customer retention and engagement strategy,” said Jeff Miller, YogaWorks Senior Director of Marketing. “Studio members are telling us that they really value the rewards we’re offering—a free month of yoga, yoga specific gear from great partners like Manduka and Yogitoes—and the gear is helping them expand their practice.”


“The program has been a huge success,” YogaWorks President Jay DeCoons said. “More than 30% of our members nationwide have signed up. Meanwhile YogaWorks Rewards users are filling YogaWorks’ Facebook pages with accolades and love for the studios and our amazing yoga, Pilates, and Mindful Fitness teachers.”


But now two years in, DeCoons wants to know if the company is seeing ROI. In addition to driving engagement, is YogaWorks Rewards (powered by Perkville) generating revenue? Is it combatting attrition and churn?

At YogaWorks’ behest Perkville analyzed the data. What follows are the results.


To determine the program’s real ROI, Perkville analyzed the key metrics its platform touched, as well as actual cost:

•   Retention / churn-reduction
•   Influence on membership tenure
•   New membership referrals
•   Social engagement
•   Platform costs and cost of goods for rewards

Perkville culled data from both its internal database and from YogaWorks’ member management system, MINDBODY Online. Combining these two data sets, Perkville then created regression models predicting churn for reward program members and non-members, and calculated ROI based on membership tenure and referrals.

Analysis of churn dating back to 2008 established baseline retention rates; the in-depth look at Perkville’s impact on key metrics spans January 2011 to the present.

Membership Survival Rates

The fitness industry has seen higher cancellation rates over the last several years due to the economic recession and increased competition. YogaWorks was not immune to these trends.

Upon rollout of YogaWorks Rewards (January 2012), members who did not participate in the program continued to churn at industry standard rates. By contrast the group of members who did join showed much higher rates of retention.

If all YogaWorks members had retained at the same rate as those who participated in YogaWorks Rewards, it would have translated to 386 fewer cancellations in 2013 alone.

Membership Tenure

Of course, incremental gains in membership life with cancelled members can also drive revenue, and a look at the average membership duration of cancelled YogaWorks Rewards users versus non-users is also striking. Among YogaWorks cancels, reward program participants had a longer average membership length by 45 days.

On average, reward program participants stayed members an additional 1½-months, translating to significant additional dues revenue each quarter.

New Member Referrals

The Perkville platform creates a new pipeline of qualified leads by streamlining the member referral process. Current members are incentivized to refer, and can easily trigger referral emails directly from their rewards accounts.

To determine the dollar impact of these referrals, Perkville analyzed a subset of the YogaWorks membership. In the third quarter of 2013, Los Angeles-based program participants referred 25 successful joins per month.

This data set encompassed 55% of the YogaWorks member base. Assuming these results held across the remainder of the membership, YogaWorks saw an additional 20 memberships per month overall.

Perkville drove 45 memberships from referrals per month, and an associated increase in lifetime revenue.

Social Media Engagement

There has been a significant increase in engagement on the YogaWorks social media pages since roll out of the Perkville platform. Social posting is incentivized with rewards, and Perkville makes one-click posting easy from a member account page:


The third quarter of 2013 saw 546 Facebook posts and 410 Tweets about YogaWorks from the Perkville platform.

In Q3, 2013 reward program members generated more than 950 social media posts.




Average Monthly Check-ins

While Perkville is directly driving social engagement, it’s also driving another, even more important engagement metric: Actual class attendance. For example, of the members who had active memberships for all of calendar year 2012 (i.e. they joined on or before 01/01/2012 and did not cancel before 01/01/2013), class attendance averages were significantly higher for participants in the YogaWorks Rewards program versus non-participants.

Return on Investment

Use of the YogaWorks Rewards platform correlates positively with lower churn and an increased membership life, and these metrics are translating to real dollars for YogaWorks. Perkville drives more memberships through referrals, and is helping YogaWorks drive brand affinity by rewarding loyalty, social posts, and studio visits.

In short, Perkville is positively correlated with beneficial outcomes by every metric. But what about Jay DeCoons’ original question: Is Perkville showing ROI? The short answer? Yes. Absolutely.

Using the same sample of a subset of YogaWorks’ Los Angeles members from Q3 2014, the return on investment was calculated as follows:

•   45-day bump in member tenure correlated to Perkville, multiplied by the number of members who joined YogaWorks Rewards
•   Conservative estimate of lifetime value of a new member, multiplied by the number of referrals resulting in new memberships from YogaWorks Rewards members

Finally, the revenue generated was divided by the sum of the Perkville subscription costs and the costs of the rewards redemptions. The result?

YogaWorks saw a 951% return on its investment.

Perkville Platform

YogaWorks was looking for a customer rewards program that would work well with its existing studio management software, MINDBODY Online. They wanted to reward member loyalty, incentivize behaviors that are beneficial to the company, and increase engagement with the brand. They wanted to see real ROI.

By every metric analyzed, YogaWorks Rewards has been a huge success.

And there was another, less tangible set of benefits: The ease of it all. As a chain, the company needed a member rewards program that would be easy to implement and administer across multiple locations. Perkville allows this with its readymade integration with MINDBODY Online. And as a cloud platform, Perkville is extremely flexible. Users can access accounts anywhere; there are no kiosks, membership cards, or any additional infrastructure costs.

“We needed a system that would do a lot of different things—rewards, tracking, engagement,” said Bradley Mack, the Operations Analyst at YogaWorks. “But we also did not want to manage a large-scale technology program. We were able to launch YogaWorks Rewards to our members with no headache, and Perkville managed everything else.”


Though YogaWorks has multiple locations across four unique geographic regions, it retains all of the good things about a small yoga studio: great, passionate instructors (some of the best trained in the world), world-class facilities, friendly and caring staff, and an attention to detail and success for every member. But small studio offerings are proliferating. Now more than ever, studio owners need differentiators to stay afloat. Beyond the easily quantifiable reasons mentioned above, rewards allow owners to deepen customer relationships and create stronger brand affinity. And this can be the difference between failing and thriving.

“The engagement, the social media posts—we expected increases there, and they exceeded our expectations,” DeCoons said. “But after seeing this data, we think Perkville is going to be a cornerstone of our retention and referral efforts for years to come.”

Perkville has enabled that most elusive of business metrics: true ROI. Perkville is helping with the tangibles and intangibles, and YogaWorks is reaping the rewards.

About Perkville

Perkville is a leader in SaaS loyalty and retention programs for retail, gyms, salons and more. Through readymade integrations with POS systems, Perkville automatically rewards customer visits, tracks referrals, drives social media, and more. The Perkville platform is a revolutionary service that empowers any local business to create a customized loyalty and rewards program in minutes. Perkville is free for users, and offers monthly subscriptions for businesses of all sizes.

Learn more at www.perkville.com/learn/ or contact sales@perkville.com.

Jul 15 2014

Perkville Feature Highlight: Location-Specific Social Media Posts

As a business owner you know the importance of customer engagement. Perkville helps drive this by incentivizing posts to your business’s Facebook page and tweets that include your Twitter handle. Members post and tweet directly from their Perkville accounts (and earn points in the process!), while you earn valuable engagement outside the four walls of your business.

But if you’ve got more than one location for your business it can be difficult to decipher which location a customer is posting about. If you have separate Facebook pages and Twitter feeds for those locations, don’t fret! Now you can set Location-Specific social pages, too.

Here’s how:

  1. Log in to Perkville Admin, click the “My Business” dropdown, then select “Settings”

  2. Select your business account from the menu on the right, and click “Locations”


    3. Select the location, then enter its Facebook URL and Twitter handle

    4. Click Save, and you’re done!



Jul 09 2014