From fatigue to fitness: West Wood Club's address accuracy transformation
Company background
Westwood Club is one of Ireland’s leading health and fitness club groups, with a number of high-end gyms serving members across Dublin and surrounding counties. With hundreds of employees and thousands of new leads generated every month, Westwood depends on fast, reliable processes to connect with potential members and deliver exceptional in-club experiences. Direct marketing remains a key channel for their sales strategy, and clean customer data plays a critical role in making that strategy work.
The challenge
Before adopting Autoaddress, West Wood struggled with inconsistent and inaccurate address data. This affected multiple parts of the business:
- Returned post from direct mail campaigns created unnecessary cost and effort.
- Sales teams were spending excessive time manually typing long and varied addresses into forms and systems.
- Lead capture forms lacked structured address entry, leading to gaps in data.
- CRM records were difficult to manage or segment due to non-standardised formats and human input errors.
The admin burden was especially pronounced for the sales team. With some clubs seeing dozens of consultations per day, entering full addresses—sometimes across seven or more fields—was slowing everything down.
“Some addresses in Ireland can stretch across seven or eight lines. When you’re meeting up to 20 people a day, that admin adds up fast. Before Autoaddress, sales staff were going through each line manually—over and over again. Now, it’s handled instantly, so they can focus fully on the consultation instead.” said Alan Leach, West Wood’s CEO.
The solution
Initially introduced to help clean legacy data, Autoaddress quickly became a core part of West Wood’s daily operations. The company worked closely with the Autoaddress team to integrate the solution into their customer database and web lead forms. Now, new leads simply enter their Eircode on the website, and the full, verified address is automatically populated into the correct fields—structured, consistent, and ready to use. This information flows directly into West Wood’s internal systems, removing the need for manual input and significantly reducing data errors.
This change also simplified lead forms. Where previously many leads were missing address information, the new Eircode-first process ensured that complete and usable data is now gathered for every application.
The results
Since rolling out Autoaddress, West Wood has seen measurable improvements in both operational efficiency and marketing effectiveness:
- Data accuracy across their customer database is significantly higher, with the majority of contacts now containing a valid, structured address.
- Sales staff save valuable time during consultations and post-sale admin, enabling them to focus on delivering better experiences.
- Lead quality from the website has improved, with full address data now included at the point of capture.
- Direct mail campaigns perform more reliably, with fewer undeliverable items and stronger campaign targeting.
Autoaddress has become a trusted partner—not just for address capture, but as a foundational tool for data-led marketing and customer engagement.
“Every now and again, we come across a company who makes our life 1,000 times easier, and that’s Autoaddress,” said Alan. “It has genuinely changed the way we work.”
