With a hands-on and detailed approach to digital signage, Digital Revenue Systems (DRS) helps fitness brands inside and out
Each time a member looks up from their weights, treadmill or indoor cycling class, Digital Revenue Systems (DRS) is there to help gyms and fitness studios take full advantage.
As a premier digital signage consulting and management agency, DRS has perfected the art and science of integrating advertising, entertainment and more into fitness environments.. Equipped with cutting-edge tech, a willingness to meet brand needs and a consummate understanding of visual application, DRS helps clients carve out new revenue streams and enhance organization.
“Digital signage can create a whole different vibe to your gym,” said Taylor Watkins, Co-Founder and CEO of DRS. “Most people are on their iPad or their phones now. But what can we do to help create a better atmosphere and a better way for the members to be informed? We see digital signage as a way for clubs to enhance the member experience, better communicate with members and employees and create an additional revenue stream.”
Digital Signage Evolution
For too long, operators either ignored the digital signage opportunity entirely or only partially addressed it by pumping general content throughout their facilities. Today, DRS is showing gyms its impact when targeted correctly, applying a more concentrated approach, tailor-made for each specific client.
“Previously, digital signage was used rarely in the fitness industry,” said Watkins. “Gyms were either playing music or using it to show videos, content or some infotainment as well. Now, especially when they work with us, it’s more about the clubs. What can we do to help the members have a better experience?”
“Instead of an ad showing on ESPN, gyms can have ads on their screens for their local or regional business partners, their corporate partnerships, any sponsors or donors,” Watkins went on. “Now, you can even display interactive group exercise schedules, things changing in real-time, weather, sports or even emergencies like closing early. Digital signage has evolved to make that a lot easier for the club to use.”
New software and improved hardware are largely responsible for digital signage’s new feasibility. Equipped with a cloud-based CMS, DRS has the best of the best.
“The software behind it is a lot better,” said Watkins. “A lot of the software out there is old. We use a software that’s relatively young and that is easy to use out of the box for gyms. The other thing is the hardware, which has gotten so much better than anything before with touch screens now available and the way the media player can bring in a lot of different information in real-time.”
The Client First Approach
DRS separates itself from the pack with its ability to cater directly to different brands. The agency handles the entire setup process for brands and takes the time to learn about them to make sure they develop an approach that meets their specific needs.
“We do hardware procurement, we do installation and we do a full strategy session with each of the clubs,” said Watkins. “We know that every club is different. Every club has its specific brand guidelines and that’s something we hold above all else. It is always about the club first. We work hand in hand with them and their marketing team to make sure that their model, their network, reflects them and does what’s best for their members.”
This client-first approach doesn’t end after installation either. The brand remains committed to helping brands stay effective with their digital signage well after the screens go up.
“We are very white glove,” said Watkins. “We are there for scheduling, if they need help with creatives, anything. We want you to use our product efficiently and effectively, and we’ll be there to help out.”
DRS also handles all the selling required for local, regional and national advertising. Doing so gives operators extra breathing room as they tend to other aspects of their business. It’s also an approach with proven success.
“All the clubs do is receive a check and we have the highest revenue share amongst all of the digital signage providers out there,” Watkins added.
Internal Impact
But digital signage isn’t just for gym or studio members to look at. It’s just as impactful for employees when set up correctly, primarily from an organizational standpoint.
“Back of house they have screens that are available where your employees are reminding them about specific dates, HR-related issues, questions, employee-specific promotions, events, general reminders and everything,” Watkins said. “Everyone’s so inundated with emails so they forget that digital signage is another way to communicate.”
Even the little things, like managing the stock of a certain food or drink item, are kept in check with DRS.
“The other thing is integrating with certain POS systems,” added Watkins. “If they have a cafe, or if they have a smoothie bar or something, if they run out of a product, the digital signage can automatically update.”
It also allows gyms or fitness studios to go paperless — a necessary move in today’s digital world.
“Gone are the paper group exercise schedules,” said Watkins. “All you have now are screens that have the real-time data pulled from those club management systems.”
Future of Digital Signage
While DRS acknowledges digital signage has advanced exponentially over the past few years, it’s also aware there’s still room for more growth. As it has with many aspects of digital fitness, artificial intelligence promises to help it reach new heights.
“I think the fitness industry is maybe not ready for it, but there is artificial intelligence (AI) and enabled things that are becoming available to a lot of digital signage,” Watkins said.
Watkins also touts general creativity as a way for digital signage to move forward. While televisions are oftentimes the building blocks in a digital signage approach, they’re by no means the only tools at one’s disposal.
“There’s also an immersive display. You have the big sphere in Vegas, that’s an immersive display,” he said. “Just thinking outside the box. It doesn’t always have to be a regular TV. It could be a lot of different things. Now we can even customize specific shapes for the screens.”
