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Audience Builder FAQ

All your questions answered around Audience Builder

Getting Started with Audience Builder

  1. What is Audience Builder

    Audience Builder is a custom segmentation and communication tool built into Gladstone’s staff-facing GO platform. It allows leisure operators to create tailored audiences based on member data and send marketing or operational communications via email, SMS, or push notifications, all from one integrated system.

  2. Who is Audience Builder for?

    It’s designed for everyone. From experienced marketing professionals to site managers who’ve never used a comms tool before. If you need to engage members or prospects more effectively, Audience Builder makes it easy.

  3. How do I get access to Audience Builder?

    Fill out this form, and your Regional Sales Manager will be in touch to discuss pricing, usage details, and onboarding.

Segmentation & Audience Creation

  1. What filters can I use to build audiences?
    There are many filters you can use to build audiences. The full list will be published in our Knowledge Base, but some examples include: membership type and status, booking history, site attendance, age, gender and location.
  2. Can I define Audiences using Custom User Fields?

    Yes, if the data exists in your Gladstone database, it can be used to define and target your audience.

  3. Can I target prospects & non-members?

    Yes. As long as a record exists for the individual in the Gladstone system, you can create prospect-specific audiences and campaigns.

  4. Can I segment by booking or attendance patterns?

    Absolutely. For example, you can:

    1. Target those who haven’t attended in 30 days
    2. Reward new joiners who visited three times in their first week
    3. Send tailored comms based on class or activity type
  5. Is the audience data live and real-time?
    Yes. Audience Builder works in real time, meaning the audience will always reflect up-to-date member activity at the time the message is sent.
  6. Can I contact brand-new joiners only?

    Yes. You can build audiences based on join date or membership purchase date.

Communications & Journeys

  1. What types of comms can I send?

    You can send:

    1. Marketing messages (offers, newsletters, campaigns)
    2. Operational updates (booking confirmations, cancellations, reminders)
  2. What channels can I use?

    Audience Builder supports:

    1. Email
    2. SMS
    3. Push notifications (Via Go App)
  3. Can I customise comms based on what was booked?
    Yes. You can tailor messages based on the exact activity, class, or course booked. This avoids generic confirmations and allows personalised follow-ups.
  4. Can I automate journeys based on activity frequency?
    Yes. For instance, you can send a different message to members who attended 3+ times in a week versus those who didn’t.
  5. Can I cancel a class and automatically notify attendees?
    This functionality is being developed in the next phase of the Centre Management integration. You’ll be guided to notify members by email, SMS or push at the point of cancellation.
  6. Can I send updates to members who haven’t opted in to marketing comms?
    Yes, for operational messages only (e.g. booking cancellations, schedule changes). Marketing messages still require explicit opt-in.
  7. Can I prioritise channels (e.g. SMS first, then email)?
    Not currently. At this stage, you must manually select one or more channels. Automated prioritisation is under consideration.

Integration & Data Handling

  1. Can I send communications to people not in the Gladstone system?
    No. All recipients must have a record in the Gladstone platform to ensure GDPR compliance.
  2. Can I import external datasets for one-off emails?
    Not at present. Audience Builder does not allow external list imports. Contacting individuals without recorded consent within Gladstone presents a GDPR risk.
  3. Can Audience Builder trigger webhooks or connect to third-party tools?

    Not currently. This functionality is under review. If you have a specific use case, please speak with your RSM or product contact.

  4. Does Audience Builder integrate with ReferAll, GoLearn or the myFitApp?
    1. ReferAll: No native integration yet, but it’s being explored.
    2. GoLearn: Not currently supported.
    3. MyfitApp: No native integration yet, but it’s being explored.

    If integration is essential to your workflows, please share your requirements with your RSM.

Consent & Compliance

  1. How does Audience Builder ensure GDPR compliance?

    The system checks:

    1. Member consent for marketing messages
    2. Preferred contact methods (email/SMS/push)
    3. Active opt-ins at the time of communication
  2. Can I run a re-consent campaign using Audience Builder?

    Yes. You can launch a campaign encouraging members to review and update their marketing preferences via GladstoneGo or front of house using 360.

SMS, Email & Analytics

  1. How do SMS and email credits work?

    Email – Regardless of size only ever use one credit.

    SMS – The number of credits depend on the size of the text message.

  2. How much are SMS bundles?

    Pricing varies by bundle size. Contact your RSM for details tailored to your organisation.

  3. Can I set when messages are sent?

    Yes. You can schedule messages:

    1. One-off (e.g. launch day)
    2. Recurring (e.g. weekly reminders, daily triggers every 5 mins)
  4. Can I test messages before sending?
    Yes. You can override the audience with your own email address or number to preview messages.
  5. Is reporting included?
    Basic email analytics (opens, deliveries, bounces) will be available in a second phase. SMS and push tracking may follow.
  6. Will Gladstone be able to identify incorrect emails which are attached to existing customer accounts?

    We have the Capture + functionality, which will prevent emails that don’t exist from being added to their account. However, if an email address has hard bounced, you will be able to identify this when our reporting tool comes out in phase two.

  7. Is it possible to build templates within SMS?

    At this stage this is not possible but if feedback suggests that this is required then we can look to have it as an option in the future.

  8. Can the system be used for personalisation? For example, insert name and membership type within the email?

    Yes, absolutely. There are placeholders that can pull everything from the members' name, membership type, home site, date of birth, and more. You can insert the placeholder, and then the system enters the actual details into the email or text that is sent to the member.

Deployment & Availability

  1. When will Audience Builder be available?
    The beta is due in June, with general release planned for July, followed by the reporting phase in September. These are the dates we are aiming for, and they can be subject to change based on feedback from our beta testers.
  2. Will this be available in Ireland too?

    Yes. Ireland-based customers will have the same access and rollout schedule as the UK.

Comparison to Other Suppliers

  1. We already use a fitness app with similar features. What makes Audience Builder different?

    Unlike external apps, Audience Builder works within your Gladstone system. This means:

    - Real-time data

    - No exports or imports

    - Full GDPR control

    - Seamless journeys linked to member status, activities, and preferences

    - Continuous development with a roadmap aligned to sector-specific needs