A U.S.-based systems company has set up its UK headquarters in York - and plans to woo slothful people back to the gymnasium.

Legend Club Management Systems, which has just been guided to new offices at Clifton Moor by the York Inward Investment Board, will offer health and leisure clubs in the UK the wherewithal to phone text or email their missing members with "we're missing you" messages.

The independent UK operation incorporates software from Legend Information Systems of Baltimore that offer health clubs the ability to communicate with their membership database as well as monitor fees and accounts.

South African-born Sean Maguire, chief executive of Legend UK left his role as managing director of software company March Intranet Ltd, just outside Boroughbridge, to start the venture, having visited Baltimore and toured its developmenbt headquarters in Alberquerque, New Mexico.

He now has eight staff, says he has excited the interest of a large as yet unnamed health and leisure chain, and has plans for expansion, including opening a London office.

He said: "Leisure clubs want to make sure their members get real value that goes beyond just a pleasant, welcoming smile. We incorporate a key feature to allow the club to communicate more intimately and personally with members.

"You can incorporate criteria like how long as the member not attended for? This is important because it is easy to keep going when you keep going. But if you don't go to the gym then it is a habit which generally shrivels up and dies."

So, if it is clear that the member is slacking they can be gently alerted and wooed back with "Miss you" messages on mobiles or by email. "It can poke light-hearted fun at the member by asking them for instance - 'what'll get you back here - a chauffeur?'"

It all adds to the perception of the club as "efficient and a nice place to be, not just a facility."

He said: "There is a danger of losing the community rapport if only 50 per cent stay for a second year of membership. By sending them 'happy birthday' messages and gently coaxing them back creates a sense of rapport and intimacy."

Mr Maguire said he was determined to set upon the York area because of its excellent communications and highly-skilled workforce - "factors which we consider essential as our business grows in the UK and Europe."

He was impressed with the "excellent support" he received from the York Inward Investment Board to set up on the city outskirts.

Dave Taylor, marketing director of the York IIB, said. "This provides another example of new technology being able to offer an innovative service, this time to the leisure industry."

Legend UK was also welcomed by Ray Wynne, business promoter for Science City York. "It's good to see yet another software company setting up its European base in York, bringing its internet software capabilities into a new marketplace, enhancing the range of skills and applications expertise in the city."

Updated: 09:27 Tuesday, May 21, 2002