Contributing expert: Karl Sandberg,
Director of Delivery at Coherent Solutions

The fitness industry is no longer just about check-ins and memberships; it’s about building lifelong relationships and delivering personalized experiences that drive member loyalty. As competition intensifies, fitness brands are leveraging technology not only to streamline operations but also to create deeper, data-driven connections throughout the member journey. A significant catalyst in this transformation is agentic AI, which refers to intelligent systems that can autonomously plan and optimize interactions among members.   

While the potential is massive, especially when it comes to increasing ARPU (Average Revenue Per User) in the fitness industry, many organizations struggle to deploy these tools effectively due to their complexity and unclear returns on investment. The real challenge is using AI to boost customer loyalty without overextending resources, making clear, measurable ROI strategies in the fitness industry more important than ever.

 

The evolution of the fitness customer journey


Modernization in fitness does not mean reinventing business models or chasing new workout trends. The focus needs to be on the digital layer that surrounds the fitness experience.

Stage

Activity

Goal

Touchpoint

Experience

Awareness

Searching for fitness options

Discover personalized solutions

Social media, ads, referrals

Motivated by relevant, targeted content

Consideration

Comparing apps and features

Find one that fits goals

App store, website, reviews

Evaluates value, ease, and rewards

Conversion

Signing up and onboarding

Begin tracking fitness journey

App install, onboarding flow

Smooth setup, personalized start

Service

Seeking help or support

Solve issues fast

Chatbot, help center

Quick, friendly resolution

Loyalty

Ongoing use and renewals

Stay engaged and rewarded

Notifications, loyalty perks

Personalized rewards and AI nudges


The fitness customer journey has come a long way from simple registration, attendance tracking, and membership payment. Today, it's a highly developed fitness ecosystem of connected experiences:

  • Members book classes and services with ease through mobile apps, web portals, or in-club kiosks.

  • Check-ins are seamless, with QR codes, NFC, or even facial recognition.

  • Performance and progress are tracked with wearables and networked fitness systems, with actionable data.

  • Automated billing, membership renewals, and targeted promotions streamline the experience without friction. 


Our fitness clients bring all these touchpoints under one roof into a one digital ecosystem so that their customers can enjoy the best possible experience. It therefore provides an effortless and very personalized customer experience and significantly reduces administrative effort and operational simplicity. 

 

Loyalty systems as a growth driver


Gym loyalty programs have evolved from basic points and discounts to become very successful drivers of retention, engagement, and incremental revenue.

  • Enhanced retention and revenue. Members enrolled in gym loyalty programs exhibit a 25% higher retention rate compared to non-members. Additionally, these members generate 12-18% more annual revenue, underscoring the financial benefits of fostering loyalty.

  • Personalized rewards. Tailored rewards based on individual preferences and behaviors can achieve higher redemption rates, with over 40% of loyalty programs reporting increased engagement through personalization.

  • Automated engagement. Implementing automated reward systems, personalized offers, and push notifications can boost retention by up to 25% and increase average revenue per user (ARPU) by 15-20%.

  • Integrated analytics. Advanced analytics enable operators to identify high-value members and tailor promotions effectively, optimizing both engagement and profitability.


We integrate sophisticated loyalty capabilities into the fitness customer journey, linking attendance, spending, and engagement metrics to actionable insights. This creates a differentiated member experience.

 

Technological tools for orchestrating the full journey


Today's gyms aren't just health clubs; they're digital experiences through and through. Members want convenience, personalization, and a feeling of their own achievement, which demands a careful balance of technology. Emerging fitness companies operate on an integrated bundle of connected tools to make the experience from initiation to completion as seamless as possible:

  • CRM and analytics. Help track what members enjoy, how often they go, and what motivates them, transforming raw data into quality insights.

  • Mobile apps and wearables. Provide instant feedback on exercise, activity levels, and engagement, keeping members motivated and engaged.

  • Agentic AI. Smart machines recommend custom workouts, adapt schedules in real time, and aid staff in maximizing available assets.

  • Automatic billing and upselling. Automate payments, membership renewals, and customized offers without generating extra labor or employee pushback.


When all of these pieces come together, the result is something far greater than operational efficiency. Members feel like the experience is intentionally designed just for them, while staff are free to focus on the human side of fitness rather than administrative tasks. This is the promise of today’s most advanced fitness technology platforms, tools that power a digital fitness transformation where every interaction feels seamless, personal, and meaningful. In the end, technology fades into the background, becoming an invisible layer behind a frictionless, intuitive experience. 

Take the next step

Explore how Coherent Solutions can help your fitness enterprise unify the customer journey, maximize retention, and unlock new revenue opportunities.

 

Orchestrating the journey of a fitness app


Take, for instance, a club member logging into her club's app to book a spin class. In seconds, she receives a welcome reminder of her class and a personalized invitation to a nutrition seminar. Then, her membership renews automatically, and the system even suggests a new class based on how frequently she attends. For the members, it's effortless. For the gym, it's the reward of a well-designed, technology-enabled member experience.  

By combining and streamlining, fitness companies can:

  • Actively engage members: targeted communications, push notifications, and reminders spur class attendance and usage.

  • Enhance revenue streams: automated billing and renewal reduce missed payments and administrative mistakes.

  • Dive into actionable insights: real-time data on member activity, retention, and revenue informs decision-making.

Each point of interaction, from scheduling to invoicing, presents an opportunity to wow members and build loyalty when these solutions are integrated.

 

Potential risks and challenges


A fully integrated fitness platform is not without risk. This is something that the operators should note:

  • Integration difficulty: Most gyms have ancient systems that are not easily integrated with modern platforms.

  • Data security and privacy: Sensitive customer information, ranging from health metrics to payment details, is both legally and reputationally at risk. A single breach can ruin trust and reduce participation.

  • Operational overload: Employee technology programs can be overwhelming if not well-planned and implemented. A gym that tries to implement AI-based scheduling without training can see its classes go unattended, overbooked, or get members grumbling.

  • Fuzzy ROI: Projects will rarely succeed if the business case is not clearly defined. For example, a massive investment in automated upselling campaigns may not materialize when analytics are not correctly established to track ARPU and conversion.


Coherent Solutions mitigates such risks by offering customized solutions, scalable design, and a joint implementation process that breaks down complex problems into strategic, actionable steps.

 

Recommendations for fitness executives


Implementing loyalty systems, AI, and hybrid technology effectively takes more than just buying the latest tools. It requires a deep understanding of how members interact with your services at every stage of the process. By closely analyzing the customer journey, executives can uncover key opportunities to improve engagement, streamline operations, and drive measurable growth. This insight is also crucial for enhancing member retention in fitness, as it ensures that every touchpoint adds value, keeps members motivated, and strengthens their connection to your brand.

To actually build and deploy loyalty systems, AI, and hybrid technology together:

Map the present journey: Identify significant touchpoints: bookings, class attendance, payment, and upsell opportunities.

  • Start with pilots: Implement small automation projects in booking and billing before deploying enterprise wide.

  • Layer in loyalty and AI: Gradually add loyalty programs, personalized offers, and AI-driven recommendations to drive engagement.

  • Monitor KPIs: Monitor retention, repeat bookings, ARPU, trial-to-member conversion, and redemption rate to measure success.

  • Iterate and optimize: Leverage analytics to optimize offers, schedules, and campaigns based on actual member behavior.

 

fitness-workout-app

 

Planet Fitness, for instance, partnered with Coherent Solutions to reimagine its mobile experience and improve member engagement. By adding real-time alerts, personalized offers, and app-based measurement, the Planet Fitness app saw a 150% increase in unique installs and a 15% reduction in app release speed, demonstrating how active technology can drive both interaction and measurable business outcomes.

 

The future of enterprise fitness


The future of fitness isn't just about gyms or classes, but rather about creating seamless, personalized experiences at every touchpoint. Smooth platforms that integrate booking, check-in, training, and billing are no longer nice-to-have; they're fundamental. Reward schemes and clever AI are quickly becoming the tools that set thriving fitness businesses apart from the rest.

With the right enterprise fitness solutions, operators can anticipate member needs, engage proactively, and automate daily tasks more efficiently. The outcome isn’t just improved efficiency; it’s a fitness experience that feels easy, personalized, and rewarding for every member.  

 

FAQs - Fitness customer journey

  • Loyalty programs allow fitness companies to do more than offer a place to exercise. They provide members with reasons to stay active, stay consistent, and feel valued. Well-executed, they reward members for showing up, hitting milestones, or inviting friends, making regular exercise routines more appealing and more rewarding. They're also an excellent way to build long-term relationships, rather than just short-term attendance.

  • Agentic AI brings a more advanced level of intelligence into member interaction. Unlike fixed systems that act following an invitation, agentic AI can reach out when the behavior of a member changes, such as if someone is no longer visiting as often. It can offer support, suggest new classes, or even remind them why they started. These kinds of moment-driven, personalized communications cause members to feel nurtured, which does a great deal to keep them encouraged and engaged.

  • When your systems are unified, everything works better for your staff and your members. Staff can view a member's activity, preferences, and goals in one location, so personalization is even easier. And for members, it means their workouts, progress, and rewards feel integrated in every way they interact with your brand. This kind of integration is what transforms a fragmented experience into a seamless fitness customer journey, one that feels truly customized, engaging, and aligned with everyone's goals.

  • The potential is immense, but so is the challenge. Most gyms struggle with systems that don't integrate well or with data that's too muddled to work with. Others have trouble enrolling staff, particularly if the tools feel too complicated. And naturally, there are always concerns about price, privacy, and whether things will even work as claimed. That's why success usually depends on a well-planned approach, concentration on data hygiene, and proper support at go-live. With 51% of consumers saying they value personalization in fitness, operators that invest in AI gain a competitive edge. 

  • Measuring the value of loyalty tech spend comes down to two questions: Are your members more active, and is your business better off for it? If members are staying longer, visiting more frequently, or utilizing more services, that's a strong indication that the initiative is working. You may also experience fewer cancellations or increased word-of-mouth referrals. On the business side, seamless operations, improved campaign targeting, and enhanced reporting all contribute to a positive return on investment.

  • Fitness technology is becoming smarter, more personalized, and more proactive. We're seeing AI tools that don’t just track behavior, they act on it, nudging members at the right time and helping staff make better, faster decisions. Loyalty is evolving too, moving beyond discounts and into gamified, immersive experiences where members are rewarded for progress and participation. At the same time, new digital revenue streams in fitness, such as virtual classes, exclusive content, and app-based coaching, are expanding how gyms deliver value. And as privacy concerns grow, the future will belong to fitness brands that offer personalization without overstepping. The most successful gyms will be those that blend advanced technology with a human touch, using it to power smarter engagement and more effective upselling in fitness centers.

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