Fitness Park
DQE-qualified data empowers the Fitness Park network to enhance its clubs’ offerings through both local and centralized marketing.
In 2009, Fitness Park revolutionised fitness in France by introducing a new gym network model that made working out accessible to a broader audience. Now in 2025, Fitness Park has been chosen as brand of the year, demonstrating that its gym concept continues to draw in new customers by adapting its offer to new consumer behavior and providing a singular experience to its members.
Data quality helps boost the value of each franchisee’s business. This is especially true because Fitness Park operates on a subscription model with a strong local focus: you need to know your customers and efficiently manage the data associated with them. DQE solutions contribute to this.
Sébastien Loye
Head of Digital - Fitness Park
Use case
Issues
Fitness Park operates over 350 high-quality gyms across France and Europe, where members strive to improve their performance and push their limits. Fitness Park offers innovative facilities and equipment alongside follow-up that is unique and thorough, truly helping members reach their fitness goals. Customizing workouts is one of the strengths of the brand. For each club, knowing customers, adapting the advice given and personalizing communication are given priority.
In the past, each location managed its own database independently. Each club had control over its own operations, from data collection via registration on-site or online, to using that data to carry out sales campaigns and marketing. In 2019, the group initiated a project to centralize databases within its new ERP system, Resamania. This was an opportunity to process customer data that had become too inconsistent. “Some members registered with several local clubs had multiple records in the database. Furthermore, without having required data fields, available data changed from one customer to the next,” explained Sébastien Loye, Head of Digital at Fitness Park. “We also noticed data errors that caused delivery errors and that impacted ROI in our email and text message campaigns.”
Adding a data quality component to this standardization project within the ERP became necessary in order to establish a UCR with data that was cleansed and reliable.
In the past, each location managed its own database independently. Each club had control over its own operations, from data collection via registration on-site or online, to using that data to carry out sales campaigns and marketing. In 2019, the group initiated a project to centralize databases within its new ERP system, Resamania. This was an opportunity to process customer data that had become too inconsistent. “Some members registered with several local clubs had multiple records in the database. Furthermore, without having required data fields, available data changed from one customer to the next,” explained Sébastien Loye, Head of Digital at Fitness Park. “We also noticed data errors that caused delivery errors and that impacted ROI in our email and text message campaigns.”
Adding a data quality component to this standardization project within the ERP became necessary in order to establish a UCR with data that was cleansed and reliable.
Solutions
By qualifying its customer data, Fitness Park also sought to increase the deliverability of its campaigns, favor KYC, and strengthen data culture and practices within its teams.
DQE established itself as the clear choice: the reliability of its technology and the technical expertise of its teams made the difference. Fitness Park especially valued DQE’s ability to quickly understand the business challenges and use cases.
With DQE, Fitness Park’s first step was to carry out an initial cleansing and deduplication of data collected by its clubs over the past 10 years. After that, an automatic daily data stream lets them pull new customer data from registrations to perform curative processing using DQE solutions. This means qualifying the name, email address, telephone number and postal address data and making it reliable, and then feeding it into Fitness Park’s UCR.
DQE established itself as the clear choice: the reliability of its technology and the technical expertise of its teams made the difference. Fitness Park especially valued DQE’s ability to quickly understand the business challenges and use cases.
With DQE, Fitness Park’s first step was to carry out an initial cleansing and deduplication of data collected by its clubs over the past 10 years. After that, an automatic daily data stream lets them pull new customer data from registrations to perform curative processing using DQE solutions. This means qualifying the name, email address, telephone number and postal address data and making it reliable, and then feeding it into Fitness Park’s UCR.
Results
Boost marketing campaign ROI
Reliable email addresses and mobile phone numbers strengthen Fitness Park’s marketing campaign performance. Sébastien Loye pointed out: “Since we started using DQE, we have reached a 98% deliverability rate, far exceeding industry standards. We no longer risk sending messages to incorrect phone numbers or email addresses, which would lower our deliverability rate or generate additional costs, leading to an ROI that is unsatisfactory or even non-existent.”
Benefits are also linked to the digital reputation of the brand: “Now, managing our campaigns goes much more smoothly, without the risk of being marked as spam, or even blacklisted, which would bring our campaigns to a complete halt,” noted Sébastien Loye.
Enhance business value and data culture in clubs
Insights are built on data that is cleansed and merged become more relevant, especially for financial and sales analyses. For example, Fitness Park can more easily determine the catchment area of each club. Correct postal address data is easier to use, in order to obtain a reliable view of how members are geographically distributed. This is a great help in identifying problem areas and deciding on whether or not to open new locations.
Sébastien Loye added, “Data quality helps boost the value of each franchisee’s business. This is especially true because Fitness Park operates on a subscription model with a strong local focus: you need to know your customers and efficiently manage the data associated with them. DQE solutions contribute to this.” Since data quality has been rolled out to the group, the Fitness Park teams have also reinforced their data culture, and they spread good practices internally.
Make data quality reliable to support growth
Fitness Park now has a UCR that is free of errors and duplicates in customer data. The group is actively expanding its network across France and Europe, leading to collecting more customer contact information. DQE is going to be able to work with them to maintain the quality of their growing database. Sébastien Loye pointed out: “Human error in data input is inevitable. As our database develops, DQE will help us keep our data error rate as low as possible.” They are looking into DQE real-time input help for this.
The quality of DQE’s support contributes to their success: “We can always count on DQE’s teams, including during rush periods, for example when data quality is deployed across the entire network. With DQE, we know it will work,” noted Sébastien Loye.
Reliable email addresses and mobile phone numbers strengthen Fitness Park’s marketing campaign performance. Sébastien Loye pointed out: “Since we started using DQE, we have reached a 98% deliverability rate, far exceeding industry standards. We no longer risk sending messages to incorrect phone numbers or email addresses, which would lower our deliverability rate or generate additional costs, leading to an ROI that is unsatisfactory or even non-existent.”
Benefits are also linked to the digital reputation of the brand: “Now, managing our campaigns goes much more smoothly, without the risk of being marked as spam, or even blacklisted, which would bring our campaigns to a complete halt,” noted Sébastien Loye.
Enhance business value and data culture in clubs
Insights are built on data that is cleansed and merged become more relevant, especially for financial and sales analyses. For example, Fitness Park can more easily determine the catchment area of each club. Correct postal address data is easier to use, in order to obtain a reliable view of how members are geographically distributed. This is a great help in identifying problem areas and deciding on whether or not to open new locations.
Sébastien Loye added, “Data quality helps boost the value of each franchisee’s business. This is especially true because Fitness Park operates on a subscription model with a strong local focus: you need to know your customers and efficiently manage the data associated with them. DQE solutions contribute to this.” Since data quality has been rolled out to the group, the Fitness Park teams have also reinforced their data culture, and they spread good practices internally.
Make data quality reliable to support growth
Fitness Park now has a UCR that is free of errors and duplicates in customer data. The group is actively expanding its network across France and Europe, leading to collecting more customer contact information. DQE is going to be able to work with them to maintain the quality of their growing database. Sébastien Loye pointed out: “Human error in data input is inevitable. As our database develops, DQE will help us keep our data error rate as low as possible.” They are looking into DQE real-time input help for this.
The quality of DQE’s support contributes to their success: “We can always count on DQE’s teams, including during rush periods, for example when data quality is deployed across the entire network. With DQE, we know it will work,” noted Sébastien Loye.
SECTOR
Services & Leisure
CHALLENGES
- Improving deliverability of emails and text messages
- Maintaining data quality of the UCR in the ERP system
- Taking advantage of cleansed data at both club and national level
BENEFITS
Increased marketing campaign ROI
Enhanced business value and data culture in clubs
Data quality made reliable to support growth
