David Lloyd Clubs – Digital Gamification
Overview
LeisureLabs were engaged by David Lloyd Leisure - Europe’s leading premium health and wellness group - to provide a digital gamification solution which motivates members to work out more regularly and rewards them for taking advantage of the facilities offered by their David Lloyd club.
Challenge
David Lloyd Leisure helps members to live life better with a focus on physical and mental wellbeing and a sense of belonging. With 132 clubs across the UK and Europe, David Lloyd Clubs include state-of-the-art gyms, heated indoor and outdoor pools, top-class racquets facilities, well-equipped group exercise studios and luxurious spas. David Lloyd have a well established digital offering, including a member mobile app with extensive functionality. David Lloyd approached LeisureLabs to provide a digital solution which encourages and motivates members to take advantage of their extensive facilities, and rewards them for regular fitness activities.
Results
The initial pilot feature was delivered in collaboration with the David Lloyd digital team and their technology partners on schedule and within budget, and launched into an initial cohort of test clubs in September 2023. Following a successful trial and positive member feedback, this functionality will be rolled out across David Lloyd clubs in all markets by the end of 2023.
Approach
LeisureLabs conducted an extensive discovery and research project which included needs assessment across a range of David Lloyd stakeholders, member interviews in multiple countries, and competitor analysis. LeisureLabs also prepared a review of “off the shelf” gamification products and loyalty programmes as part of this process. LeisureLabs worked closely with the David Lloyd Digital Team and their existing technology partners to build a specification for the proposed solution, including concept designs, success metrics for implementation and a range of proposals for leveraging existing third party solutions. A range of experts were deployed throughout the project including product and domain experts, business analysts and UX/UI designers as required.
Solution
LeisureLabs delivered a comprehensive assessment of gamification best practice within the fitness industry and other comparable sectors, including a report on applicable behavioural science and factors impacting efficacy. This was accompanied by a series of recommendations for implementing gamification within David Lloyd’s mobile app using a phased approach. In the first phase, LeisureLabs worked with the David Lloyd digital team to implement a pilot in a selected number of clubs, which allowed members to track their use of David Lloyd facilities and earn badges. LeisureLabs also provided a roadmap of potential future enhancements for this feature.
