Portfolio
UAC Data Integration & Reporting
Urban Adventures Companies runs gyms, studios, salons and spas on three different platforms. We connected their customer data, built the audiences marketing needed and turned purchase history into reports the operating teams use every day, without replacing a single system.
ConnectedABC Fitness, Hapana and Phorest
ActivatedConsolidated Mailchimp audiences and cross-brand, location-based segments
ReportedInteractive Tableau dashboards and daily PT purchase reports
The Problem
UAC had the data. It just lived in three systems and several mailing lists, and getting a straight answer meant looking people up one at a time.
Objectives
Bring customer records from three operating platforms into one reporting and marketing foundation.
Build audiences by brand, location, membership status and recent activity.
Turn purchase history into recurring reports with rules the team can see and check.
Leave the software that runs each business in place.
Challenge
VIDA Fitness runs on ABC Fitness. VIDA Pilates and SweatBox run on Hapana. Bang Salon and Aura Spa run on Phorest. Marketing works across all of them, and the same person often appears in more than one.
Merging records was the easy part. An active member, a recent salon client and a cold prospect are not the same audience. One customer may use several locations, and email preferences can differ from one brand to the next. A useful dataset has to keep those distinctions instead of flattening everyone into a single list.
Reporting had the same shape. The personal training team needed to know not just who bought a package, but whether the buyer was new or returning. Answering that takes purchase history, agreed definitions and careful handling of recurring payments and edge cases, not a total from the sales system.
Strategic Approach
We started with the decisions, not the data: who belongs in a campaign, what counts as active, which purchases count toward a report. Those answers set the integration and reporting rules.
We pulled records from ABC Fitness, Hapana and Phorest, matched and cleaned email addresses, and applied membership and recent-activity criteria. The goal was never the biggest list. It was a dataset that keeps the detail needed to pick the right audience.
On that foundation we consolidated the Mailchimp audiences and built custom segments, so a location campaign reaches the gym members, prospects and salon clients who matter to it in one pull. We also built a preference center and the database logic behind it, so brand and newsletter choices are recorded in one place.
For PT reporting, we joined purchase records to customer history and worked through the qualification rules with the people who use the reports. The result is an interactive Tableau dashboard with date selection and drill-down to prior purchases, plus a scheduled daily report of the previous day’s sales classified as new or renewal. Every classification is backed by the purchases that produced it, so the team can check the label instead of trusting it.
We also maintain the connections. When a vendor changes a field or the business changes a rule, we adjust the integration and the reports. That upkeep is part of the work, not an afterthought.
What we delivered
- Cross-platform customer dataset built from ABC Fitness, Hapana and Phorest
- Data cleanup and audience rules: email matching, duplicate reduction, membership and recent-activity filters
- Consolidated Mailchimp audiences and custom cross-brand, location-based segments
- Email preference center with supporting database logic
- Tableau PT dashboards and daily purchase reports with new-versus-renewal classification
- Prior-purchase detail behind every classification
- Ongoing integration and reporting maintenance as vendor data and business rules change
Three systems, one dataset
Customer records matched across the club, studio and salon platforms, with the detail kept to pick the right audience and check every report.
ABC FitnessHapanaPhorestEmail matchingMailchimp segmentsPreference centerTableauDaily report
Outcome
UAC now works from one customer dataset that serves marketing and operations alike. Marketing builds audiences around real relationships across brands and locations. The PT team gets its sales report daily and can see the history behind every call. Work that used to mean separate lists and manual lookups now runs on rules built into the process.
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