30 % more membership renewals
Fitness club app
- Client
- Atlet Clubs
- Industry
- Sport
- Year
- 2023
- Type
- Mobile app
- Duration
- 4 months
- Team
- 4 people
01 — The problem
Seven clubs, 11,000 members. Class bookings went through the front desk or by phone. The real problem was not booking but retention: a member bought a pass, came for three weeks, then vanished — and the club only found out when the pass was not renewed.
02 — What we built
We shifted the focus from booking to returning
The client came with "put bookings in an app". During discovery we looked at attendance data and proposed something else: a schedule on its own brings nobody back to the gym. We built the main screen around personal progress and attendance streaks rather than a calendar.
Streaks and gentle nudges
The app counts consecutive weeks attended. If a member skips a week, they do not get "renew your membership" — they get a note about a free spot in the class they attend most often. That produced most of the renewal gain.
Booking and waitlists
Schedules for all seven clubs, booking in two taps, and a waitlist that promotes automatically when a place frees up. Attendance in popular classes rose from 78 % to 94 % of capacity.
Club system integration
Memberships, freezes and remaining sessions all come from the club's own system. Entry is by QR code from the app instead of a plastic card.
03 — Result
- +30 %
- membership renewals
- 12,000
- installs in a year
- 94 %
- class capacity used, up from 78 %
- −50 %
- calls to the front desk
«I asked for a booking app. They explained that bookings would not fix a retention problem and showed me our own numbers. I pushed back, then agreed, and it was the right call.»