Keep more members. Automatically.
reformr turns the member data you already have into intelligent retention campaigns that help gyms and studios prevent churn, re-engage inactive members, and keep people coming back.
- Connects to the software you already run on
- Live in a week, no migration project
- Built by the team behind FitFocus and QuickCoach
Works alongside the member management software you already use
The cheapest members to win are the ones you already have
Fitness businesses spend heavily to acquire members, then lose the revenue quietly when those members disengage and drift out. The data that would have flagged them is already sitting in your booking system.
66.4%
industry-average annual member retention, which means about a third of the members you sign this year will not be with you next year.
HFA 2025 Fitness Industry Benchmarking Report
30 to 45%
annual churn across the industry, from 30 to 35% at big-box gyms up to 35 to 45% at boutique studios.
ClubIntel Boutique Studio Benchmark, 2025
5 to 25x
more expensive to acquire a new customer than to keep an existing one, which makes retention the cheapest growth you have.
Harvard Business Review, 2014
Where the revenue goes
Members go quiet before they cancel
Attendance drops off weeks or months before the cancellation lands. That gap is the window where a member is still winnable.
Inactive members stay on the books
People who have stopped coming but have not cancelled yet are the single most recoverable group you have, and the easiest to miss.
Missed visits go unnoticed
A booked class nobody follows up on is a small signal. Three in a row is a member on the way out.
Follow-up depends on who is on shift
Manual outreach happens when the front desk is quiet. It stops the moment the gym gets busy, which is exactly when it matters.
Trials and new joiners fall through
The first few weeks decide whether someone becomes a member for years. Most businesses have no consistent process for them.
Failed payments become cancellations
A declined card is an admin problem for a day and a lost member by the end of the month, unless someone chases it.
Three steps, then it runs itself
No new system for your team to learn and nothing for your members to download.
-
1
Connect your fitness software
reformr connects to the system you already run on and reads your member, booking and attendance data. Nothing to install, nothing to migrate, and we never write changes back into your platform.
-
2
Identify who needs attention
Every member is scored against their own pattern, not a site average. reformr surfaces inactivity, churn risk, missed visits, expiring packs, milestones and failed payments as they happen.
-
3
Engage automatically
The right message goes to the right member at the right moment, by email or SMS, in your brand voice. Campaigns end themselves when a member comes back, so nobody gets chased twice.
The moments that decide whether a member stays
Each one runs on its own trigger, in your brand voice, and stops the moment the member re-engages. You choose which are live.
New member onboarding
Walk a new joiner through their first weeks, so the habit forms before the novelty wears off.
Trial and intro follow-up
Turn trials and intro offers into paying members with follow-up that runs whether or not the front desk is free.
Member inactivity
Catch the drop in visits while the member is still reachable, instead of finding out at the cancellation.
Missed classes and bookings
A no-show gets a friendly nudge and an easy way to rebook, the same day rather than next month.
Churn prevention
Members trending toward cancellation get attention early, when a small intervention still changes the outcome.
Failed payments
Recover declined payments with a polite, automatic sequence, before an admin problem turns into a lost member.
Milestones and anniversaries
Mark the 50th visit and the one-year mark. Recognition is cheap to send and it is what people remember.
Win-back
Reach lapsed and cancelled members with an offer worth coming back for, on a cadence that never feels like spam.
Built for membership-based fitness businesses
The retention problem is the same shape everywhere: people stop coming before they stop paying. What changes is the signal, and reformr reads whichever one your business runs on.
- 01
Gyms
24/7 and staffed clubs where the members who quietly stop scanning in are the ones you never hear from.
- 02
Pilates studios
Reformer and mat studios where clients on packs and credits fade instead of cancelling.
- 03
Fitness studios
Group training, HIIT, cycle and strength studios that live and die on weekly attendance rhythm.
- 04
Personal training
Solo trainers and small teams who need follow-up to keep happening while they are on the floor coaching.
- 05
Boutique fitness
Premium, high-touch brands where the member experience is the product and consistency is everything.
- 06
Multi-location brands
Groups that need the same retention standard at every site, with the numbers rolled up in one view.
What it changes in the business
Retention is the only growth lever that improves every other number you care about: lifetime value, referral rate, and the payback on every dollar you spend acquiring.
Reduce preventable churn
Most cancellations are visible in the data weeks ahead. reformr acts on them while they are still preventable.
Increase member lifetime value
Every extra month a member stays is margin you already paid to acquire. Retention compounds where acquisition does not.
Bring inactive members back
Your best re-engagement list is the one already sitting in your database. reformr works it every week.
Automate repetitive retention work
The chasing, the reminders and the check-ins run themselves, so your team spends its time on the floor.
Give staff visibility into engagement
One clear view of who is thriving, who is drifting and who has already gone quiet, ranked by what it is worth.
Deliver consistent communication
Every member gets the same considered follow-up, whether it is a quiet Tuesday or the January rush.
Scale retention across locations
Run one retention standard across every site, with per-site and rolled-up reporting for the whole group.
One member, twelve days, no staff time
This is a re-engagement campaign running end to end. Every step is automatic, and it closes itself the moment the member books.
-
Day 0
Member has not visited for 7 days
Their usual pattern is three visits a week. reformr is watching against that, not a site average.
-
Day 7
Engagement risk detected
Attendance decay plus no upcoming booking. The member is scored and enters the re-engagement campaign.
-
Day 7
Personalised message sent
Email or SMS in your brand voice, referencing the classes they actually book, with one tap to rebook.
-
Day 10
Follow-up after 3 days
No response, so a second, lighter touch goes out. Cadence is capped, so nobody gets chased twice.
-
Day 12
Member returns
They book. The visit is recorded against the campaign, so you can see exactly what the outreach earned.
-
Day 12
Campaign ends automatically
No further messages. The member goes back to normal monitoring, and the result rolls into your reporting.
Illustrative timings. You set the thresholds, the channels and the cadence for every campaign.
The evidence, not a wall of borrowed logos
reformr is new, so we will not paste up customers we do not have yet. Here is what we can stand behind today.
A real software estate
reformr is built by the team behind FitFocus and QuickCoach, platforms used by tens of thousands of fitness professionals. We have been working with booking and attendance data for years.
Benchmarks with sources attached
Every number on this site carries its source and year. Retention of 66.4% is the HFA 2025 report; boutique churn of 35 to 45% is ClubIntel, 2025.
Built on the data you already have
No new app for your members to download, no change to how they book. reformr reads what your current system already records.
Before you book
A 30 minute call. We ask what you run on and what retention looks like for you today, then walk through reformr against a business like yours: the engagement signals it would pick up, the campaigns it would run, and what that is worth in recovered revenue. No slides for 25 minutes, and no obligation at the end.
No. reformr sits on top of your existing member management and booking system and reads from it. Your team keeps working exactly as they do now, your members book exactly as they do now, and nothing is written back into your platform.
The major member management and booking platforms used by gyms and studios, with new connections added based on demand. If yours is not connected yet you can still start from an export of your member data. Tell us what you run on when you book and we will confirm on the call.
No. Campaigns are segmented, capped and they end themselves the moment a member re-engages. You approve the messaging and the cadence once, and you can keep any campaign in review-before-send mode if you would rather have a person press go.
Most businesses are connected and seeing their first engagement list the same week. There is no migration project, because reformr reads your data where it already lives.
No. It works for a single studio with 80 clients and for a group with 20 sites. Smaller businesses often see it fastest, because one recovered member is a meaningful share of the month.
Pricing depends on the number of members and locations, so we quote it on the demo rather than guessing here. There is no setup fee and no long lock-in contract.
It stays yours. reformr processes it on your behalf to score engagement and run the campaigns you approve. We never sell it and we never use one business's data to serve another. If you leave, you can export it and we delete our copy.
See it running against a business like yours
Tell us what you run on and we will show you the engagement signals reformr would pick up, the campaigns it would trigger, and what that is worth in recovered revenue.
- 30 minutes, on a call, no obligation
- Walked through against your software and your size
- A straight answer on pricing before you leave
Would you rather write first? Send us a note.
Thanks, that is booked in
We have your details and we will be in touch within one business day to arrange a time that suits. If it is urgent, email [email protected].
While you wait, see how reformr works or read how retention actually behaves.
Your next retained member is already in your database.
Use the data you already have to keep more members engaged, and stop paying to replace the ones you could have kept.