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Senior Director, Digital Marketing and Loyalty, Flywheel Sports
Flywheel Sports is a fitness studio chain offering customers spin classes in select cities across the US. Uniting customer data is a critical part of Flywheel’s customer acquisition strategy. Jocelyn Kolkin, Flywheel’s senior director of digital marketing and loyalty, spoke with eMarketer’s Jillian Ryan about how the company bridges the online and offline data divide to shorten the sales cycle and locate customers with a potentially high lifetime value.
eMarketer: Flywheel Sports has physical studios where customers take spin classes. How does that offline touchpoint create challenges for your digital marketing?
Jocelyn Kolkin: There are many ways people can become aware of our products. Sometimes that is through digital, with paid or organic initiatives that resulted in acquiring their email address, and other times it’s offline, through a friend or seeing signage or walking by or into our studio.
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