Newport Live transforms Member Experience with TwinLabs Gym Twin

Most gyms rely on entry systems to track when members visit - but those systems stop at the door. They don’t reveal how members interact with equipment, how spaces are being used, or where the real value lies. Without this insight, gym operators are forced to rely on staff observations or member surveys - methods prone to bias and guesswork.

This was the challenge facing Newport Live, a leading charitable trust managing leisure facilities across Newport, Wales. While their team had a reasonable understanding of member usage at their flagship Station Gym, they knew there were gaps in their knowledge - especially during off-peak hours and weekends when staff coverage was lighter.

‍

"Our team had a good sense of how members used the gym,but the data from the TwinLabs Gym Twin gave us a much clearer and more complete picture," says Steve Ward, CEO of Newport Live. "It confirmed some assumptions but also revealed things we hadn’t considered."

Seeing Beyond Assumptions: Surprising Member Insights

By implementing the TwinLabs Gym Twin, Newport Livegained real-time and historical data on equipment and space utilisation. The results were eye-opening:

✅ Free weights popularity: Staff believed the free weights area was underused—but the data showed it was the busiest zone on weekends.
✅ Cardio equipment insights: While treadmills were assumed to have equal usage, two machines stood out due to their prime view of a TV—leading to reconsiderations of equipment placement and maintenance.
✅ Underutilised assets: Certain pieces of equipment were barely touched, prompting discussions about reallocating space or replacing them with higher-demand options. This has also informed procurement planning.
✅ Unexpected social area value: Management thought the gym’s member relaxation and meeting area was underused, but data revealed it was a popular spot for members to unwind,supporting member retention and community building.

‍

"Without the Gym Twin, we would have missed key usage patterns - like how popular certain spaces are at times when staff aren’t there to see it firsthand," Steve explains. "These insights let us make decisions based on facts, not just gut feelings."

‍

Data-Driven Decisions for Cost Savings and Member Retention

The real value of the Gym Twin lies in how Newport Live is using the data to drive tangible improvements:

🔍 Smarter equipment investments: With clear data on what members use most, Newport Live is making informed decisions on equipment purchases and replacements - avoiding costly investments in underutilised machines.

🛠️ Usage-based maintenance: Over-maintaining rarely-used equipment wastes money, while popular machines risk breakdowns without proper care. With usage data, Newport Live is looking at aligning maintenance with actual need.

📊 Member-centric layouts: The gym is reassessing space allocation to better reflect member preferences - like enhancing the free weights area and improving sightlines to entertainment screens.

‍

"The data isn’t just interesting - it’s actionable," Steve adds. "We’re using it to invest smarter,improve our layout, and create a better member experience. Our members notice the difference, and that’s what matters most."

‍

Why It Matters: Your Gym’s Secret Weapon for Retention and Growth

When members feel like the gym is tailored to their needs,they’re more likely to stay - and recommend it to others. By understanding what members truly value, Newport Live is not just saving money; they’re building stronger relationships with their community.

‍

"Our goal is to create a gym people want to keep coming back to," says Steve. "The Gym Twin helps us do that by showing us what our members really care about. It’s been a real game-changer."

‍

Stop Guessing. Start Knowing.

✅ Make data-backed decisions that improve member satisfaction.
✅ Optimise your equipment and space investments to avoid costly mistakes.
✅ Tailor your gym experience to what your members truly value.

🔔 Ready to become the gym that truly understands its members?
👉 Book a demo with TwinLabs today and see what your data is hiding.

‍