Clients don't cancel.
They fade.
reformr reads your booking data, flags the clients drifting away before they stop rebooking, and runs the win-back for you. It sits on top of the platform you already use.
Built by the team behind FitFocus and QuickCoach
Clients do not cancel. They fade.
A Pilates client on a pack does not ring up to quit. She books a little less, leaves a longer gap, lets the credits sit, and one day she is simply gone. Your booking software shows the cancellation. reformr shows the weeks before it, while you can still reach her.
No upcoming booking
The absence of a forward booking is an explicit, checkable state. It is the single clearest sign a client is on the way out, and it is invisible until you go looking.
Attendance below her own baseline
Frequency is the leading indicator. Someone dropping from three classes a week to one is an intervention now, not a name you notice missing in two months.
The churn you can't see is the most expensive kind
Owners have been sold unsourced numbers for a decade, so here is the evidence with its source attached. Then work out what silent churn costs your studio.
annual churn at boutique studios, worse than big-box gyms at 30–35%. Most owners assume the opposite.
ClubIntel Boutique Studio Benchmark, 2025
industry-average annual retention, down about five points from the 71.4% vendor blogs still quote from 2015.
HFA 2025 Fitness Industry Benchmarking Report
of revenue a 200-client studio at $150 a month replaces every year just to stay flat, at a healthy 75% retention.
Modelled from HFA and ClubIntel, 2025
Clients who have paid for a pack or classes in the last few months.
Packs, memberships and casual classes averaged out.
Boutique studios sit at 35 to 45% (ClubIntel, 2025). Most owners guess lower.
Revenue you replace each year just to stay flat
$144,000
That is 80 clients walking out the door a year, at your numbers.
Reachable figure assumes a conservative 30% of silent churn is recoverable when a drifting client is contacted before she lapses. Your mileage varies by studio.
Three steps, and it runs itself
It genuinely is a sequence, so we have numbered it.
Connect your platform
Tell us what you run on and connect it, or import a CSV of your clients. About five minutes, no card, nothing to install. reformr reads your bookings and attendance and never writes back.
We score every client, weekly
Each client is scored against her own baseline for attendance decay and forward bookings. The result is a weekly at-risk list, ranked by urgency and by value, not a dashboard you have to interpret.
At-risk clients get the right outreach
A drifting casual, an expiring pack, a new client who missed week two: each gets the message that fits, in your voice, sent automatically. Or keep it manual and just get the list. Your call.
What you actually get
Written from your side of the screen, not the vendor's.
Risk scoring on attendance decay
Every client is scored against her own baseline, not a studio average. A regular who drops from three classes a week to one shows up before she cancels.
No-upcoming-booking alerts
The clearest signal a Pilates client is leaving is having nothing on the calendar. reformr flags an empty forward booking the moment it happens.
A weekly at-risk list
Ranked by urgency and by value, so you spend your Monday morning on the ten clients worth a message, not a spreadsheet of two hundred.
Automated win-back sequences
The right outreach by segment: a lapsed casual, a pack that is about to expire, a new client who missed week two. Written to sound like you, sent for you.
First-30-days onboarding tracking
Structured onboarding is the highest-leverage retention lever there is. reformr watches every new client through the window where most of them decide to stay or go.
Pack and credit expiry alerts
Credits about to lapse are rebookings waiting to happen. You get them in time to reach out, instead of finding out when the client has already drifted.
We already build the software these studios run on
reformr is not a marketing startup that discovered fitness. It comes out of a real software estate, the platforms below, and that experience of booking and attendance data is what is powering our retention model. We know what the data looks like from the inside, because we have been building the systems that produce it for years.
An all-in-one training platform for established professionals and teams. We build the systems studios run on, so the booking and attendance patterns powering our retention model are ones we already understand from the inside.
A coaching platform used by tens of thousands of fitness professionals. The same operator, and the same kind of real client behaviour, powering our retention model.
That is the whole position: we do not replace your booking platform, we make it tell you something.
Works with the platform you already have
reformr sits on top of the booking software Pilates studios already run on. Connect yours, or import a CSV and get your at-risk list today.
Run something else? Tell us at signup and import a CSV in the meantime. Demand is how we decide what to connect next.
The evidence, not a fake customer wall
reformr is new, so we will not paste up a wall of customer logos we do not have yet. Here is what we can stand behind today.
A real software estate. The team builds FitFocus and QuickCoach, platforms used by tens of thousands of fitness professionals. reformr runs on that experience of booking and attendance data, not a hunch.
Sourced benchmarks. Every number on this page carries its source and year. Boutique churn of 35 to 45% is ClubIntel, 2025; industry retention of 66.4% is the HFA 2025 report across 17,000+ facilities.
A model built on how Pilates actually churns. Pack and booking data makes silent churn easier to detect than gym check-ins, because a missing forward booking is a state you can query. That is the signal reformr is built around.
You only pay when a client comes back
Free to start, no card, no fixed monthly cost. reformr shows you who is drifting for nothing. You pay a small fee only when we bring a client back through the door, and never more than $149 a month per studio. We are that confident.
We flag and reach out
reformr spots a client drifting, before she cancels, and runs the win-back in your voice. This part is free.
She comes back
A flagged client makes a booking within 30 days. That is a recovered client, and revenue you were about to lose.
You pay $9
Only for the clients who actually came back, capped at $149 a month per location. A quiet month costs you nothing.
Just the at-risk list, so you can see it working before you spend a cent.
- 1 location, up to 50 clients
- Weekly ranked at-risk list
- No-upcoming-booking alerts
- CSV import to start today
- No card, ever
We run the win-back. You only pay for the clients who actually come back.
- Everything in Free
- Automated win-back sequences
- Risk scoring on attendance decay
- Pack and credit expiry alerts
- First-30-days onboarding tracking
- You pay only when a flagged client rebooks within 30 days
- Capped at $149 per location each month, never a surprise
The same pay-on-recovery model across every site, in one view.
- Everything in Pay on recovery
- Every location in one view
- Rolled-up and per-site at-risk lists
- Priority platform integration
No contract, no monthly minimum, cancel any time. We only earn when you keep a client. Prices in AUD, per studio location. Running several sites? Talk to us.
The questions owners actually ask
Not until reformr brings a client back. The at-risk list and the alerts are free, with no card. You only pay a small fee, $9 per recovered client, when a client we flagged and reached out to rebooks within 30 days. If nobody comes back in a given month, you pay nothing that month. It is capped at $149 per location, so it can never be a surprise.
A client who was flagged at-risk by reformr, received win-back outreach, and then made a booking within 30 days. Clients who were never at risk, or who had already rebooked on their own, are not counted. We would rather undercount than charge you for a client you were never going to lose.
No. There is no contract, no setup fee and no monthly minimum. Because you only pay when we recover a client, there is nothing to lock you in. If reformr is not bringing clients back, you are not paying, and you can leave any time and take your data with you.
No. reformr reads your booking and attendance data and never writes back to it. It does not move classes, cancel packs, message clients through your platform or change a single setting. It is a layer that reads and tells you something, it is not a second booking system.
No. reformr only surfaces the handful of clients each week who are genuinely drifting, and win-back sequences are capped and segmented so a client is never contacted more than makes sense. You approve the tone once, and you can keep every message manual if you would rather send them yourself.
Tell us which one you run at signup and you can import a CSV of your clients straight away, so you get an at-risk list today rather than waiting. Your platform goes on the integration list, and demand is how we decide what to connect next. If you run several locations and need a hand, you can talk to us.
It is your data and your clients' data, held on your behalf. If you leave, you can export it and we delete our copy. We never sell it, and we never use one studio's client data to serve another.
As soon as any data is connected or imported, reformr shows your at-risk list, ranked. There is no empty dashboard and no setup project. Connecting a supported platform takes about five minutes; a CSV import is faster.
Yes, and this is often where it matters most. At 40 clients a single quiet drop-off is a real share of your month, and it is exactly the kind of silent fade that is easy to miss when you are also teaching the classes. The Free tier covers up to 50 clients.
See the clients slipping away, while you can still reach them
Connect your platform or import a CSV, and reformr shows you this week's at-risk list. Five minutes, no card, and you only pay when a client comes back.
Start free →