Battling Crowdedness at the Erasmus Gym – DTP Team 34
A thorough analysis of the Erasmus Sports Center (ESC) Gym (and its IT usage in particular), ranging from social media analyses to scanning system analyses, enabled us to prioritise business needs of stakeholders at the ESC Gym. In addition, by conducting interviews with the ESC Gym coordinator it became clear that the current usage of IT systems is not yet at an optimum. Gym members reported that availability of equipment is one of the most important aspects of the gym. With this information, we proposed that an effective information system could benefit the ESC Gym and could radically change the business environment it is currently in. Building on the work of Dimitrova et al., (2014) we suggest that the ESC gym alters its current scanning system. At the moment, members are required to check in, but not to check out. If the ESC Gym would implement a scanning system that tracks the checking out of members, it could provide information of real-time crowdedness. This real-time information should be visible on an app that is free to download for all users. This way of customer informedness could tackle the problem of crowded gyms, negative WOM of the gym being too crowded and could lead to increased revenues. The mentioned benefits of this option, based on our anticipated outcomes, are highly likely to outweigh the costs, justifying the needed investment.
Benefits would not only result from a higher retention rate and more memberships sold, we also envision several add-ons. As far as revenue is concerned, an important add-on is the advertisements for the Erasmus Sports Café. The Erasmus Sports Café is adjacent to the ESC Gym and accounts for almost 20% of the revenue for the Erasmus Sports Center in general. Currently, visibility, informedness and communication could be improved for the Erasmus Café. If the Erasmus Café would be able to advertise daily deals and other information on the app, it could yield more revenue in the future. Another add-on is opportunity to link with friends. The application allows you to follow friends and to be followed, incentivizing friends to work out together as well as enabling the application to be a social platform.
Furthermore, such an information system may provide additional convenience to students all around campus, not only limited to the gym. All places prone to getting crowded can benefit from such an application. One example of such a situation will be to use it to inform students about the level of crowdedness in the University Library and suggest other quiet study places such as the H building and the G building. Taken even further, such an application can also be used in the T4 Cafeteria or the Food Court, for instance. As students are constant users of their mobile devices while on campus, this can provide the opportunity to implement technology to the benefit of their convenience in everyday life.
Dimitrova, V., Laenge, J., Helmrich, M., Verspeek, T. & Hatenboer, J., 2014. The Erasmus Gym Application. Rotterdam: s.n.
Erasmus Sport Foundation, 2014. Year Report 2013, Rotterdam: Erasmus Sport Foundation.
EUR-Students, 2014. Survey_ESC Gym [Interview] (15 September 2014).
Giljamse, M., 2014. Interview [Interview] (16 September 2014).