Supporting the Expansion Journey with Analytics for Strategic Growth
Matt Reese, vice president of real estate at Onelife Fitness, shares how Buxton's analytics solutions play a crucial role in the company's strategic decisions. Onelife Fitness, a fitness franchise, leverages Buxton's powerful tools like SCOUT to optimize its real estate investments and marketing efforts. Discover how these advanced analytics have helped Onelife Fitness target new club openings, enhance direct mail campaigns, and support existing club performance with precise data-driven insights. Watch this video to learn about the impact of Buxton's analytics on the company's operations and growth.
Matt Reese. I'm the vice president of real estate, with OneLife Fitness.
We're a health and fitness operator based in the DC area. We've have fifty-five, owned and operating units that are currently open. We've got more in the hopper. Roughly, 50,000 square feet. If you think about fitness from a spectrum of Plant Fitness on one side to Lifetime on the other, we provide a lot closer to the Lifetime experience at closer to a Planet price.
My department uses it almost exclusively. However, marketing, especially for new club openings, targeted direct mail, digital marketing campaigns, things like that for new clubs and even for existing clubs, dig a lot of the info that SCOUT can provide, that the different reports could provide, that Mobilytics provides too in some ways.
I've been a Buxton user now for about almost ten years. That's with three different brands. It started off when I was at the Fresh Market as a regional director. And then before Onelife, I was a Chicken Salad Chick, which was a fast casual restaurant brand that experienced a lot of growth in those five years and now Onelife. And so my perspective has changed a little bit across that ten year spectrum.
Mobilytics, Match, IQ, all of those are great and have been kind of revolutionary in the way that I personally look at markets and analyze opportunities. When you're with Buxton for a while, you get to fine tune the information. Obviously, the starting point with a regression based model is great and gives you a lot of great intel. But after seeing a couple of new, whether it be store or club openings after that and how they're indexing, how they're performing versus what expectations were.
Brands are dynamic, not just in fitness, but in in retail and size, footprints change, offerings change, marketing efforts change, all of which lead to possibly a little shift in who your actual users are. SCOUT itself, just some of the mapping capabilities and the way you can visualize data and share it, that probably seem a little under the radar, but that's been one of the biggest changes for the better that I've seen in the last ten years.