How Montana Athletic Club Boosted Swim Lesson Sign-Ups by 41% in One Day
Over the last few years, MAC has more than doubled in size— a sprawling 32,000 square feet with over 2,500 members. What started as a local gym has evolved into a full-service fitness hub that offers something for everyone, from state-of-the-art equipment to world-class trainers and instructors. Families, in particular, have found a home at MAC, with its range of programs catering to kids, parents, and everyone in between.
“We’ve always put our members first,” says Doug Mahlum. “Our goal has been to offer the best fitness experience, whether you’re just starting your journey or you’re a seasoned athlete. And we’ve grown with that mission at the heart of everything we do.”
The Challenge: How Montana Athletic Club Handled Growing Demand
At Montana Athletic Club, the swim program has always been a highlight, and lone White, the club’s Swim Director, loves seeing families enjoy it year after year. However, the registration process for swim lessons was a bit time-consuming.
For every new student, the team would spend around 15 minutes collecting information—things like parent details, payment info, and even important medical notes about the kids. There was a lot of back and forth, especially for non-members, and keeping track of everything wasn’t always easy. Plus, communication could be a bit tricky—calls were sometimes missed, and parents found it difficult to reach the swim office, leading to occasional delays in responses.
With so many families signing up for lessons, Ione saw an opportunity to make the process even smoother. She wanted something that would simplify registrations, making it easy for everyone involved.
That’s when she and the team started looking for a solution that could help streamline the entire process—something that would make it easier for both the staff and the parents, while also ensuring that no important details slipped through the cracks.
Swipe, Sign, Swim: How SHC Transformed Swim Lessons at MAC
“The difference was almost instantaneous, we went from spending about 15 minutes per registration to 0 with the SHC App!”
Doug Mahlum
Owner,
Montana Athletic Club
Everything changed for the Montana Athletic Club when they introduced SHC’s mobile app in April 2023. The goal was pretty clear – to give parents the convenience of signing up right from their phones—quick, simple, and stress-free. And that’s exactly what SHC’s Aquatics solution delivered.
With the SHC App, parents could now easily sign their kids up, pay for lessons, and provide essential allergy information—all from their phones with just a few taps. Meanwhile, MAC’s instructors gained the ability to set their schedules, manage rosters, and track attendance seamlessly through the app.
The app doesn’t just simplify sign-ups; it puts all the essential information at the fingertips of Swim Instructors and the Swim Director. They can access child profiles, which include details about allergies, participation limitations, bookings, financial reports, and other vital information with roasters on the app.
This meant that instructors could provide tailored attention to each child, ensuring a safe and enjoyable experience.
Beyond that, the introduction of the SHC app also enhanced communication between parents and instructors. Families felt more empowered and engaged, knowing that their children’s needs were met from day one.
Explosive Growth
When the Montana Athletic Club (MAC) embraced the SHC app for their swim lessons in April 2023, they were ready for a change. Little did they know just how big that change would be. The results were nothing short of amazing.
In just a few months with the SHC app, MAC kicked off eight swim programs a year, and parents were all in. Incredibly, 41% of their swim lessons sold within the first day of opening registration. In total, over 600 swim lesson purchases have been made through the app, with each transaction taking just over a minute.
As the demand surged, the swim department saw a 37% revenue increase from Q1 to Q2 2024. They sold 153 clinics, a noticeable jump from 129, all while raising fees by 10%—a clear sign of the program’s value.
The response from families was overwhelmingly positive. 80% of their clinics had waiting lists within days of launch. This newfound convenience not only made life easier for the parents but also created a smoother experience for the swim instructors. They now had immediate access to child profiles, which included vital allergy information and medical histories. No longer did they have to sift through stacks of paperwork; everything was neatly organized at their fingertips.
A New Revenue Stream: How SHC Opened the Doors to Non-Members and Expanded MAC’s Reach
“We saw a whopping 70% of swim lesson transactions come from non-members,” shared Doug Mahlum, the owner of MAC. The SHC app made it easy for parents in surrounding neighborhoods to enroll their kids, even if they hadn’t considered joining the club before.
lone White, the Swim Director, added, “The app made it so easy for them. They could just jump in and give it a try.” This accessibility encouraged families who were previously hesitant to engage without the pressure of a membership commitment.
The results were impressive:
- 70% of swim lesson transactions came from non-members.
- Parents began viewing MAC as their go-to place for swim lessons, increasing community engagement.
Expanding Horizons
Montana Athletic Club’s Plans to Bring Even More Services to SHC’s App
The SHC app’s success with swim lessons marked the start of an exciting transformation at Montana Athletic Club. With improved efficiency, the team quickly saw the potential to expand SHC’s impact across other areas of the club.
Building on that success, they introduced Pilates events through the app, which members loved for its ease of use. This convenience boosted satisfaction and attracted new clients.
Now, the club plans to move guest pass registrations to the app, further enhancing the experience for both members and their guests. With SHC, Montana Athletic Club sees endless possibilities. They are excited to continue meeting the needs of their community while exploring new avenues for growth.
SHC is Helping Montana Athletic Club Thrive —And It Can Do the Same for You
As Montana Athletic Club continues to thrive with the SHC app, they’ve found that enhancing member experiences doesn’t just benefit their club—it creates a ripple effect throughout the community.
At SHC, we’re passionate about helping clubs like Montana Athletic Club elevate their member experience and streamline processes. Whether it’s managing swim lessons, booking, and attendance, or simplifying guest passes, our platform empowers your team and delights your members. See how SHC can transform your club by booking a discovery call today.
