How clubs are finding success with mobile apps in a world that’s increasingly reliant on technology.
Thanks to modern technology, you can order a cup of coffee quicker than it would take to read this article. Members have become accustomed to this level of convenience because they can perform everyday tasks through a well-designed app. Success with this asset could spell a better member experience.
“The Starbucks app does exactly what you want it to do,” said Bryan Taylor, the vice president of information technology at Gold’s Gym SoCal. “It remembers what you like, and in three clicks of a button, you have your drink waiting for you. The engagement level is through the roof. We hope to get to that type of engagement where we really understand our customer base one day.”
To get closer to achieving this goal, Gold’s Gym SoCal recently underwent a transition from using the wider organization’s app to creating one specifically for the locations in the SoCal group. Using ABC Fitness’ Ignite capabilities, this new app will better spread awareness of services the group of gyms offers and connect with visitors.
A new feature Taylor highlighted is the ability for members to manage their accounts. Instead of members having to navigate complex processes to set up payment or schedule personal training sessions, they’re able to do so on their own through their mobile phone.
“Everything we offer inside our clubs will be accessible at members’ fingertips,” said Taylor. “Before, they would have had to go to our website. Now, everything they need to know about what we’re offering, even notifications for closures, is all right there. We’re excited to connect with them and share information this way.”
Timely communication is another area Taylor hopes to grow through the app. He explained the potential for the app to send notifications around the time a member checks in or updates on classes they regularly attend. These personalized messages could greatly impact how members interact with the club. “We aim to make information easily accessible, enabling our members to personalize their gym experience and get exactly what they’re looking for from the app,” he said.
This tech should be easy to navigate while also robust enough to further encourage usage. Your brand’s mission and operational needs are also important to consider. However, Andrew Widmar, the director of innovation and club experience at ENDO Fitness, emphasized keeping the user experience above all in decision-making.
“The user experience is the most important part,” said Widmar. “Then it comes back to where it fits in your company and how you’re going to use it as a club. If you’re taking care of the user experience first, you’ll be able to figure out the rest — including how you’re going to best use it for your operation — along the way.”
One highlight of the app’s user experience is its ability to integrate with other apps and fitness-tracking technology. For example, the app can know step count, resting heart rate and more from the Apple Fitness app. Users can also input sleep information and track nutrition.
“For me personally, when I’m using an app, I want it to connect with as many other apps as possible,” said Widmar. “I only need to go to one spot, set my favorite functions, and I don’t have to worry about looking at three or four different apps.”
Personalization and tracking capabilities are two unique strengths apps can benefit their clubs. Hidden Gym is another club finding success, especially with personal training clients.
Through Hidden Gym’s app, personal trainers and trainees can connect outside of their session. With the ability to monitor tracked workouts and personalize video content, both operations and connections are better.
“We track a lot of different things, and mainly our trainers are responsible for keeping tabs on that,” said Greg McCoy, the owner and founder of Hidden Gym. “They know how many of the workouts are being completed and make sure members are syncing their MyFitnessPal and any other wearables like that. If a client stops checking in for their workouts, logging their progress or are becoming a little disengaged, we’ll know.”
Hidden Gym’s app, powered by ABC Fitness’ Trainerize, was just rolled out in 2024, so the team is still observing what functions are most useful and areas for improvement. At this stage, the most important statistic they’re looking at is the number of installations. So far, 60% of members have downloaded the app.
“If you’re rolling out an app, the most basic data you’d be looking for is how many people downloaded it,” explained McCoy. “For our business model, we want to see how many of the 60% can we get to go from the basic version of the app into a coaching experience. One, it’ll drive up personal training revenue. Two, if they’re engaged in some level of coaching, they’re going to be a member for longer, and we can extend the lifecycle of a member.”
Because the app is still new, there’s the possibility of changes as Hidden Gym evaluates customers’ needs. Evolving to continuously meet members’ needs is something every successful app must do. Widmar emphasized this need especially as ENDO Fitness uses the white-label Trainerize app from ABC Fitness. When working with a vendor to provide this foundational technology, communication is paramount.
“We’re always conversing with ABC Fitness about making the changes we need,” said Widmar. “They’re going to roll out some pretty interesting features we’re excited to see.”
As the industry increasingly embraces technology, mobile apps have become an essential tool for enhancing member experience, driving engagement and streamlining operations. A club app is a unique way to extend the connection between you and your members. Providing tailored experiences shows your dedication to being a convenient and valuable partner in their health journey.
