Case Study partner and customer lifecycle management

Arlanis Reply supports Sportnavi in the digital automation of memberships — from lead generation, member acquisition and management through to invoicing with business partners.

Reply was awarded "Best in Class"

Reply was awarded "Best in Class"

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Everything in one membership offers its members thousands of sports, fitness, wellness and health offers in a single membership. The majority of members are generated from corporate fitness partnerships with businesses.

Sportnavi attaches great importance to a broad and flexible offer. In addition to fitness and swimming, there is also yoga, climbing, massage, sauna, archery and much more. This offer is already used by a large number of small, medium and large companies that want to offer their employees fitness and health options. That is because this benefit pays off in several ways ranging from increased employer attractiveness, team building, a measure against the shortage of skilled workers and, last but not least, the health of their employees, especially when there is no company sports offer in the home office.

The members particularly appreciate the wide range and flexibility of the offers. The partner and company network is being constantly expanded for this purpose. is thus one of a small group of sports aggregators in Germany.


Automated business processes

Digital automation is to be achieved in order to cope with the large increase in members and business partners. A particular challenge is the integration of different IT systems and different customer (B2C: private and corporate customers) and business partner groups (B2B: studios, institutes and companies for sports, fitness, wellness and health), which also support bonus programs of health insurance companies.

The goal is a fully automated process from lead generation and membership management to correct allocation and onward billing with business partners. In cooperation with Arlanis Reply, chose Salesforce as the technology platform. Salesforce with Sales Cloud and Service Cloud already provides a range of the required functionality in the standard version, and can be further expanded in a modular fashion with Marketing Cloud.


The result is a fully automated Web2Membership process that covers the entire customer and partner lifecycle from lead generation to landing page through to invoicing, from integration with the ERP system up to commission payment for business partners.

With Arlanis Reply's expertise in using Salesforce's various cloud solutions (Sales Cloud, Service Cloud and Marketing Cloud) to realize digital business processes, has managed to digitally automate the complex relationship management at the core of its business model to a large extent, thus making it scalable for strong growth. This includes personalized prospect and customer targeting via a landing page, mobile app and e-mail.

The highlights


In addition to the actual business idea of a single membership for many areas, new customers are to be inspired by a simple and automated registration process.


This also applies to addressing and doing business with corporate contract partners (corporate fitness) as well as cooperation partners (sports and wellness partners).


By automating the service processes around membership, the Sportnavi team is able to manage even strong growth well, and ensure service quality.


New offers are communicated to members in a targeted manner using the Marketing Cloud via newsletters or push messages to the Sportnavi app.

User-friendly mobile app with complex automation in the background

The example of Sportnavi shows how the use of modern cloud technology from Salesforce and the expert knowledge of Arlanis Reply can turn an innovative business idea from the customer into a fast-growing, commercially successful business. The success factors are digitalization and automation. High user acceptance is achieved with easy user navigation, availability on different and especially mobile devices, a personalized approach, automated business processes and architecture in the background that is designed for an expanding business. Sportnavi is therefore optimally prepared for the future. GmbH is a sports and wellness flat-rate provider based in Verl near Gütersloh in Germany. With just one membership, offers its members and corporate fitness customers access to thousands of sports and wellness options nationwide. Members, corporate fitness customers and partners have received personalized service for over 10 years.

Arlanis Reply specializes in consulting, planning, developing and integrating Salesforce solutions and services. Arlanis Reply provides market leaders with seamlessly integrated solutions for all customer related processes for sales, marketing and services – from the initial contact to the long-term service business. Arlanis Reply configures all common Salesforce components such as Sales Cloud, Service Cloud, Community Cloud, Marketing Cloud or App Cloud, or adds individual programming with Heroku if required. With Mulesoft, Arlanis Reply provides an integration technology which allows you to develop, build, analyze, manage and monitor APIs and custom point-to-point integrations. In doing so, Arlanis Reply relies on agile project management methods and a project approach optimized for Salesforce introductions, which ensures maximum flexibility.