Industry Focus
Fitness & Gyms
Digital Infrastructure
The fitness industry has a 30% annual attrition rate and spends nearly all its marketing budget on acquisition. Your Mindbody dashboard shows the churn. ClassPass fills seats at $7/visit. Peloton convinced your prospects they don't need you. The gyms surviving this are the ones with automated retention systems, not just great workouts.
Operating Reality
The fitness industry's economics are fundamentally broken, and most gym websites are designed as if the only problem is getting people through the door:
The average gym member pays for 2-3 months of attendance in a 12-month contract, then becomes a ghost member collecting dust until they finally cancel or dispute the charge. Your website has a polished signup flow and absolutely nothing between "welcome email" and "cancellation confirmation." That gap is where all your revenue leaks.
ClassPass has trained an entire generation of fitness consumers that commitment is unnecessary. Your 7pm Tuesday class shows as full on the schedule, but half the spots are ClassPass visitors paying $7 who will never become members. Meanwhile, your actual member who wanted that spot had to waitlist and is questioning whether a different studio has better availability.
Peloton, Apple Fitness+, Mirror, and Tonal have shifted the baseline expectation. Consumers no longer evaluate your gym against other gyms. They evaluate it against the zero-commute, zero-judgment, $13/month option in their living room. If your website sells "equipment" and "amenities," you're competing in a category you cannot win. Your advantage is human coaching, real accountability, and community. But your website never says that.
Your booking platform is your competitor. Mindbody, the software you pay monthly to use, ranks for your studio name on Google and displays nearby alternatives next to your class schedule. Every prospect who finds your Mindbody page instead of your website is one search away from booking at the studio next door.
What we actually fix
Trial conversion optimization captures seasonal demand. Landing pages and signup flows designed for January traffic, converting browsers to trial members.
Retention systems sustain membership. Automated engagement sequences, milestone celebrations, and re-engagement campaigns for at-risk members.
Community positioning differentiates. Website and content that communicate culture, coaching philosophy, and member success stories-the elements that create loyal members.
Systems we build
Each capability applies specifically to fitness & gyms operations.
Proof and context
Common questions
Our biggest problem isn't getting new members. It's keeping them. Can you actually help with retention?
Retention is the entire game. Acquiring a new member costs 5-7x more than retaining one, and most gyms have zero automated touchpoints between signup and cancellation. We build attendance-triggered intervention sequences: when a member's check-in frequency drops below their baseline, they receive personal outreach, coach messages, and class recommendations before they mentally disengage. We also build milestone systems (50th class, 6-month anniversary, PR celebrations) that reinforce the decision to stay. Most studios see a 15-25% reduction in 90-day attrition within the first quarter.
We use Mindbody (or Zen Planner, ClubReady, Wodify). Should we worry about them competing with us?
Yes. Mindbody's business model increasingly depends on being the discovery platform, not just the scheduling tool. When your class schedule lives on their domain, they rank for your studio name and class types, then show nearby alternatives. We embed scheduling widgets directly on your website so booking happens on your domain, your SEO equity compounds, and prospects don't see competitor listings alongside your classes. You keep Mindbody for operations but own the customer-facing experience.
ClassPass fills our empty class spots. Is it really a problem?
ClassPass is a double-edged sword. It fills excess capacity but trains consumers to never commit, reduces your effective per-visit revenue to $5-8, and generates reviews from visitors comparing you against 30 other studios they tried that month. Worse, it teaches your own members that they could be trying other studios instead. We help you build direct trial-to-member conversion funnels that capture prospects before ClassPass conditions them to treat boutique fitness as an interchangeable commodity. If you use ClassPass, we help you convert ClassPass visitors to direct members within their first 2-3 visits.
This works for:
Studios prioritizing retention over constant acquisition
Gyms with community and culture worth showcasing
Fitness businesses ready for systematic member engagement
This is not for:
Gyms competing primarily on price
Facilities without engagement capacity for retained members
If member retention and community building matter to your fitness business, we should evaluate your current digital infrastructure.