Software for gyms and studios, aimed at retention.

By the time a member cancels, they stopped attending weeks earlier. The decision was made quietly and the cancellation is just the paperwork.

The attendance data that predicts it almost always exists. What is missing is anything that watches it and prompts an intervention while the member can still be recovered.

Members who establish a routine in the first six weeks stay far longer than those who do not. An automated onboarding sequence over that window is one of the highest return things a fitness business can build, and almost nobody does it well.

Booking, membership handling and retention communication as one build sits at the lower end of the £8,000 to £30,000 range. Where members expect to do everything on a phone, a mobile application moves it up that range.

A site with class booking is web development at £4,000 to £16,000 and is often the right first spend for a single studio. An audit at £2,500 to £6,000 is worth it before committing to an application.

Monthly churn, and specifically attendance in the four weeks before a cancellation. Members almost always stop attending before they stop paying, which makes attendance the leading indicator and the intervention point.

Then class utilisation against capacity, and the proportion of bookings made outside staffed hours. Those two show how much demand the current process is failing to capture.

A 30-minute call to hear how the operation runs today, then a paid discovery step: interviews with the people doing the work, a look at the systems and data you already hold, and a ranked list of what would pay back, each with a price, a timeline and the monthly running cost once live. In most gym, studio or wellness business engagements the first thing built is membership enquiries answered and trials booked at any hour, then retention messaging that reaches people before they lapse, because it is measurable inside a month and it funds the rest.

The build runs in weekly demos against your real inputs, including the messy ones. Integration with the systems you already run comes before anything clever, because that is where most of the value and most of the risk sits. Go-live is followed by handover: the code, the provider accounts and the credentials in your name, a runbook, documentation and a recorded walkthrough, plus a session for the people who will use it daily. Every price is fixed in writing before work starts, with a list of what is not included.

Membership contracts have to be fair under consumer law and the rules on subscription cancellation, direct debit rules apply to collection, and health questionnaires and injury notes are special-category data. Automation can therefore run enquiries, trials, onboarding, reminders and retention messaging, and it can schedule classes and staff, but anything that reads a health questionnaire runs on a business plan under a data processing agreement with a DPIA, and clinical or medical advice stays with a qualified person. Wellness businesses that offer treatments sit under the same discipline as a clinic.

Our published prices apply to every sector: an AI adoption audit at £2,500 to £6,000 fixed, credited in full against any build; a first AI implementation at £4,000 to £15,000; a custom AI system at £8,000 to £25,000; applications at £8,000 to £30,000 per phase; websites at £4,000 to £16,000; training from £1,200. For a fitness business that usually means enquiry response and trial booking as the first implementation, then retention and lapse prevention as a custom system, with the membership platform you already run kept as the record.

The running cost is stated before go-live, per feature, and it scales with volume rather than headcount. From operating our own AI products, the model is rarely the expensive part; the channels around it, telephony and messaging, usually are, and a well-designed workflow sends most of its work to the small, cheap models. Every system we build reports cost per feature from day one and has spending ceilings that were tested by watching them fire.

Two moments decide a membership business. The enquiry, which arrives at 10pm from someone comparing three gyms and goes to the one that replies with a trial slot; and the fourth week, when attendance drops and the member decides whether to cancel. An AI that answers the enquiry and books the trial covers the first. Attendance-triggered messaging, from a person or a system that sounds like one, with a real reply channel and an easy way to rebook, covers the second. Both are cheap to run and measurable in the membership numbers within a quarter.