As health clubs continue to evolve in a highly competitive and tech-driven market, ClubReady is helping operators keep pace through smarter use of artificial intelligence, mobile technology and data insights. In a recent discussion, Drew Surprenant, the senior director of customer success at ClubReady, shared the key trends shaping the future of club operations and how the company is working to meet emerging needs.
One of the most prominent trends Surprenant identified is the increasing role of AI in business optimization. While early AI applications in the fitness space were often limited to lead generation bots, more sophisticated tools are now enabling clubs to gather and analyze data in real-time to inform smarter decision-making. Whether it’s tracking sales trends or identifying member engagement patterns, AI is becoming an essential tool for efficient and responsive operations.
Mobile technology also remains a core focus. With younger generations expecting seamless app-based interactions, Surprenant noted that mobile apps are no longer a luxury — they’re a baseline requirement. From booking classes to receiving push notifications and completing transactions, members increasingly rely on mobile apps to manage their club experience. Operators without an app presence risk missing out on key engagement and retention opportunities.
Another area of innovation lies in modern payment solutions. With more consumers embracing digital wallets, ClubReady has integrated tap-to-pay and mobile payment options, reducing friction at the point of sale and improving the member experience. This has become especially important in capturing on-the-spot sales from prospects or guests who may not have physical payment methods on hand.
Finally, Surprenant emphasized the growing importance of data accessibility. ClubReady has invested in robust reporting tools, exportable data formats and business intelligence dashboards to help clubs not only collect data but actually use it. This empowers operators to make informed decisions about growth, marketing, and operations — rather than relying on instinct alone.
Across all these innovations, one message was clear: success in today’s fitness landscape requires more than passion. It requires a willingness to learn, test and embrace the evolving tech tools available. From AI experimentation to mobile adoption and data-driven planning, ClubReady is positioning itself as a partner for forward-thinking operators ready to evolve with the industry.
