Opening a new club used to mean starting the analytics setup from zero. Multiply that by 400+ new locations, and it added up to more than 800 hours of manual work every year.
Growth outpaced the systems built to measure it
Every new market brought its own point-of-sale system, its own in-club kiosk setup, and its own compliance requirements. In Europe, GDPR and ePrivacy rules meant customer data had to be handled differently than in the US. Regional teams were left reconciling incompatible reporting standards, and every club launch meant engineering tracking from scratch.
Beyond the manual load, efforts to improve the member experience also created measurement gaps. The franchise introduced kiosks that streamlined the sign-up process, but members who joined in-club through a kiosk didn’t exist in the analytics data. This caused teams measuring acquisition channel performance to have a significant gap in their performance data.
One data architecture, replicated instead of rebuilt
InfoTrust enabled a single, compliant analytics architecture designed to scale with club growth, close data gaps, and standardize measurement to allow for cross-market reporting.
- Server-side tagging and Google Tag Gateway route data through a first-party server, giving the brand direct control over what customer data reaches third-party platforms, while restoring signal lost to browser restrictions and ad blockers
- Multi-region cloud processing keeps European user data within EU boundaries, satisfying GDPR and ePrivacy requirements by design rather than by exception
- A standardized measurement plan and data dictionary replaced inconsistent reporting across regional POS systems and digital platforms
- Automated provisioning turns new club openings into a streamlined, repeatable process
A complete funnel supported expansion and revenue growth
With kiosk sign-ups now flowing into GA4 alongside web and app data at select pilot locations, the acquisition funnel reflects a fuller picture of how members joined, not just the digital portions. The early results of the overhaul have been positive: 12% YoY revenue growth, with marketing able to attribute spend to outcomes across the channels now visible, which let them optimize budget more precisely.
