Cycle Lab uses Microsoft for its pedal power

Cycle Lab, a local cycling superstore and fitness centre, is proactively taking South African cycling into cyberspace with a custom-developed Microsoft-based online booking system for its 3 000 training members.

The company has undergone a national expansion drive and plan to open branches in Cape Town and Durban in February and September 2003 respectively, as one of the direct results of the potential offered by the technology platform.

The upgraded booking system gives Cycle Lab the ability to accurately capture and monitor spinning member information. Details like the frequency of member workouts and tracking of fitness levels can now be shared with other health institutions or medical aids running incentive programmes. The breakdown of customer information also enables Cycle Lab to create fitness programmes, training packages, special offers and benefits which are tailored to each member`s specific needs, whether they are a beginner or a fitness fanatic, mountain biker or road cyclist.

The migration from the original database, to the new Microsoft SQL Server-based customer relationship management (CRM) solution has been implemented. With the help of development partner AST, Cycle Lab has customised the Microsoft SQL Server platform, enabling it to include added CRM functionality which suits its unique business needs and allows it to cater to the diverse needs of its many members.

Member-specific information such as the details of the last workout or individual bicycle requirements are updated continually. The booking system also ensures that when members communicate with Cycle Lab either by e-mail or phone, all contact is integrated immediately into the SQL Server database for future reference. Payment management is another key requirement for Cycle Lab and through the integration with Standard Bank`s online banking system, Virtual Vendor, the SQL Server ensures that account information is correct and updated.

"Accurate customer reporting is key to our business," says Andrew McLean, managing director of Cycle Lab. "The Microsoft technology platform is highly adaptable to our specific business environment and as a result, we are now in a position to easily bring other branches on board. This technology enables us to expand our business, while maintaining our current high levels of customer service."

Based on the success of the in-shop implementation of Microsoft technology, Cycle Lab has expanded its services to the Internet by securing a joint venture for its Web site with Super Sport Zone, becoming the top cycling portal in SA. Cycle Lab currently runs the only national seeding system in SA which ranks over 100 000 local cyclists on its online list, according to the results of all the bike races logged into the system. Additionally, Cycle Lab`s customised software manages the registration of most of the biggest cycle events in SA. Of the 8 000 entrants in the recent Cancer/Sun City event, 7 100 of the entries were submitted online, which is a good indication that the local cycling community is very receptive to cyber-cycling.

"We expect the local cycling community to move from simply sourcing information online, to the purchasing of products and services over the Internet. This is where we are positioning ourselves in the market," says McLean. "Our members are now able to book their Lab cycling classes online enabling members` immediate access to their assessment information, helping them to evaluate and analyse their fitness programmes."

"Cycle Lab demonstrates an innovative way of both streamlining business operations through the use of Microsoft technology, while expanding to the Internet," says Cindy White, product marketing manager at Microsoft South Africa. "The upgrade to Windows 2000 currently provides XML-based as well as integration benefits to Cycle Lab. Microsoft`s .NET vision is about seamlessly supplying information to users as and when they need it and Cycle Lab`s technology platform positions it to deliver this."