RSG Group accelerates strategic decisions across 900+ global locations

“By automating our data pipelines with Fivetran, we’ve reduced monthly maintenance time to nearly zero, allowing us to focus on leveraging data for growth and strategic decisions. The ability to scale our data infrastructure effortlessly has been critical in powering our business forward.”
— Christopher Rüge, Head of Business Intelligence & Data at RSG Group

RSG Group is a global leader in fitness and lifestyle brands, operating over 900 locations across 11 brands, including Gold’s Gym, McFIT, and JOHN REED. Committed to helping people lead healthier and happier lives, RSG Group leverages data to optimize operations and drive strategic decisions to enhance member experiences.

As the company evolved and its needs grew, managing diverse data sources across various tools became more intricate. The unique characteristics and requirements of each brand introduced the potential for data silos and inconsistencies. The BI team struggled with time-consuming, engineering-intensive data integration processes, causing delays in reporting and hindering RSG Group’s ability to act on insights quickly. Fragmented data management also created security vulnerabilities, increasing compliance risks and potential exposure to breaches.

RSG Group needed a scalable solution to:

• Automate data ingestion and transformations to reduce engineering workloads.
• Standardize data across all brands and locations for unified reporting.
• Enable real-time analytics to enhance member engagement and operational efficiency.
• Lower infrastructure costs by optimizing data processing and storage.
• Ensure compliance with regional data regulations.

After evaluating several options, Christopher Rüge, Head of Business Intelligence & Data at RSG Group, chose Fivetran for its ability to automate data movement, simplify transformations, and ensure standardized, high-quality, and reliable data. With Fivetran’s fully managed connectors, RSG Group began seamlessly integrating data from Magicline, Braze, and Google Analytics into Snowflake on Microsoft Azure, creating a centralized and trusted source of truth of their marketing data. And with Fivetran’s Connector SDK, RSG Group could execute custom Python code within Fivetran’s secure environment, to connect to any source while ensuring flexibility and control over their data pipelines.

Fivetran powers data-driven decision making at RSG Group

With automated data pipelines in place, RSG Group’s data team now focuses on deriving insights rather than managing ELT processes. The company has expanded its connections from a few major sources to over 30, providing a more comprehensive view of the customer lifecycle, including every touchpoint and interaction across all their brands. By automating data ingestion and transformations and consolidating them within Snowflake on Azure, RSG Group now benefits from a more complete, reliable, and timely data set that drives informed decision-making across the business.

The company uses real-time data to:

• Optimize gym operations, including staffing and equipment maintenance
• Improve marketing performance with accurate attribution and segmentation
• Enhance financial forecasting with unified revenue and expense data
• Personalize member experiences through AI-driven recommendations
  

Beyond traditional analytics, Fivetran enables RSG Group to scale AI-driven decision making. With a unified and reliable data foundation, the company can adjust class schedules based on demand patterns, predict equipment maintenance needs to minimize downtime, and enhance customer retention strategies using churn prediction models.

Fivetran’s automation has also facilitated the rapid onboarding of new brands and locations, eliminating data integration bottlenecks that once slowed expansion. This scalability ensures that as RSG Group grows, data continues to serve as a strategic asset rather than an operational hurdle.

RSG Group has drastically reduced pipeline maintenance time, freeing up resources to scale the number of sources they can manage and focus on higher-value initiatives. The centralized data architecture also ensures consistency across brands, empowering leadership to make data-driven decisions with confidence.

“Before Fivetran, we focused our efforts on the few major data sources we had and spent around 40 hours a month on maintenance. Now, we have 10x the amount of data sources, and maintenance time is down to almost zero. Everything is automated, and we can focus on using data to drive growth, rather than managing it.”
— Christopher Rüge, Head of Business Intelligence & Data at RSG Group

Streamlining data operations with Fivetran, Snowflake, and Coalesce

RSG Group’s data architecture is powered by the seamless integration of Fivetran, Snowflake, and Coalesce, enabling the company to scale efficiently while maintaining compliance. Fivetran’s extensible platform works seamlessly with other ecosystem technologies and enables several key benefits for RSG Group:

• Efficiency and scalability: By automating data transformations within Snowflake, RSG Group can manage and scale data and handle an increasing number of data sources without additional engineering effort. With Snowflake as the centralized destination, the company gains a secure, scalable platform capable of supporting their growing data needs.
• Compliance and security: As RSG Group operates in regions with strict data privacy regulations, including GDPR in Germany, the integration of Coalesce has provided peace of mind for Rüge’s team. Coalesce operates within Snowflake on Azure, offering enhanced visibility into complex business logic, ensuring that RSG Group can track column lineage, maintain detailed documentation, and enforce robust data governance practices.
• Faster adaptation and flexibility: Coalesce’s powerful metadata management enables RSG Group to adapt business logic quickly and with greater flexibility. The tool’s intuitive interface and use of column lineage allow Rüge’s team to resolve issues faster and onboard new team members with ease, accelerating their ability to pivot as business needs evolve.
  

“The 3 tools in our architecture — Fivetran, Snowflake, and Coalesce — have provided us with new possibilities, especially around marketing use cases and the loyalty engine we’re currently developing. Everything else is now automated and taken care of, allowing us to focus on driving business innovation.”
— Christopher Rüge, Head of Business Intelligence & Data at RSG Group

This integrated architecture not only optimizes operational efficiency but also provides a foundation for innovation. Looking ahead, RSG Group is expanding its use of AI and automation to enhance business agility. By leveraging machine learning (ML) models powered by clean, reliable data, the company aims to predict member churn, optimize class scheduling, and deliver hyper-personalized fitness experiences. Additionally, RSG Group is strengthening its data governance framework to ensure security and compliance across its global operations.

With Fivetran as a strategic data partner, RSG Group is scaling its data-driven initiatives to continue shaping the future of the fitness industry.

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