Athelis Club and Spa, a premium fitness and wellness facility in Warrington, UK, has transformed its access control system by adopting cutting-edge facial recognition technology. Partnering with CCTech and Omega Security, the health club implemented i-PRO cameras to tackle membership fraud and streamline entry processes. Five years later, the system has proven its value, reducing fraud by up to 95% while enhancing customer experience and operational efficiency.
Tackling Membership Fraud with Innovation
Athelis offers a high-end environment for fitness and relaxation, featuring state-of-the-art equipment, a luxurious spa, outdoor courts, and an on-site restaurant. With premium offerings comes an expectation of seamless service—a challenge that grew as the club faced peak-hour delays and membership fraud. Traditional access methods, such as PIN codes or cards, left the system vulnerable to misuse.
“Speed of entry, ease of use, and protection from the sharing of membership details were our main goals,” said David Southworth, General Manager at Athelis. “We needed a system that matched the premium nature of our club.”
Membership fraud, a common issue in the leisure industry, was also costing Athelis revenue and creating operational inefficiencies. Fraud rates in similar facilities range from 10% to 30%, caused by practices like card-sharing and unauthorised QR code usage. These activities not only undermine security but also increase wear and tear on equipment and overcrowding during peak times.
To address these issues, Athelis turned to CCTech, a leader in data collection and facial recognition solutions. Together with Omega Security, they deployed a facial recognition system powered by i-PRO S-Series cameras. These cameras were chosen for their ability to capture high-quality facial images, even in the challenging lighting conditions of a gym, where neon lights, daylight, or shadows can vary dramatically.
The cameras integrated seamlessly with Athelis’ customer relationship management (CRM) and access control systems. Members could enrol their facial data online, ensuring their profiles were ready before arriving. Upon entry, the cameras quickly verified identities, granting access within seconds.
Paul Meehan, COO of CCTech, highlighted the importance of this integration: “We used i-PRO cameras for their exceptional wide dynamic range. Without this level of detail, the facial recognition system wouldn’t work as reliably.”
Enhanced Member Experience
For members, the difference was immediately noticeable. Previously, entry delays were common, especially when someone misplaced a card or had to queue during busy periods. Now, members simply walk through the turnstile, and the system does the rest.
“It’s not just about speed,” explained Southworth. “The system ensures that only paying members access the club. This has improved customer satisfaction while maintaining the exclusive feel of our facilities.”
The improvements went beyond access control. By eliminating fraudulent entries, the club reduced equipment congestion and wear and tear, creating a better experience for legitimate members. This operational efficiency has also allowed Athelis to optimise staffing and reduce maintenance costs.
Five years after installation, the system remains as effective as on day one. The i-PRO cameras have required minimal maintenance, a testament to their durability in a demanding, 24/7 environment.
“The system has paid for itself many times over,” Southworth noted. “Its reliability has been key. Our staff are trained to maximise its potential, and members find it easy to use.”
Fraud has been slashed by 90-95%, significantly boosting revenue by ensuring only authorised individuals use the facilities. Equipment availability has improved, and customer satisfaction has risen as queues have shortened, even during peak hours.
Driving Insights with Data
The deployment has also unlocked valuable data-driven insights. With accurate records of member attendance and usage patterns, Athelis can make informed decisions about staffing, marketing, and facility layout.
For instance, understanding peak usage times allows the club to allocate resources more effectively. Similarly, demographic data informs targeted marketing campaigns, enhancing engagement and retention.
Paul Meehan summed up the broader impact: “This system captures data for access control, but its applications go far beyond. From membership trends to facility planning, it provides insights that drive better decisions across the board.”
A Model for the Leisure Industry
The partnership between Athelis, CCTech, Omega Security, and i-PRO demonstrates the power of advanced technology in addressing real-world challenges. By investing in a robust, AI-driven solution, Athelis has not only secured its operations but also elevated its reputation as a leader in the leisure industry.
The success of the system underscores a clear message: premium services require premium solutions. Athelis’ journey proves that thoughtful investments in technology can deliver long-term rewards in customer satisfaction, operational efficiency, and business growth.