Industry · Fitness & gyms
Churn shows up at the turnstile six weeks before it happens
Members stop coming long before they stop paying. FLYDE joins access control, CRM, billing and app into one member record so you know who is cooling off, who to win back and which promotions bring sign-ups you would not have had.
Every member’s rhythm, visible
Profitable this month, a time bomb in six
A gym lives on retention but runs on sign-up data: the CRM knows when each member joined and the bank knows when they stop paying. What happens in between, where churn is decided, lives in the turnstile and nobody joins it up.
Pays and never sets foot in the club. Counts as active in the report and as churn in three months. Without the usage signal, they look just like a loyal member until the payment bounces.
Retention campaigns arrive once the member has already asked to cancel, or never. When frequency drops, nobody sees it; by the time they do, the decision is made.
Access control, CRM, payments, booking app and, in franchises, every club on its own system. Head office sees joins and cancellations, but not the member.
From the turnstile to the member who comes back
FLYDE connects access control, CRM, the payment gateway and the booking or session app, club by club, and builds a single member record with their history of usage, payments and communications.
One member, every check-in
Check-ins, fees, booked sessions, service purchases and campaign responses in one profile, for the club and for the brand. In franchises, with each franchisee’s data kept separate and the aggregate view at head office.
The drop in frequency, before the cancellation
FLYDE works out each member’s usual visit rhythm and detects when it breaks. Predictive models turn that signal, together with tenure, membership type and activity, into a churn probability at 30, 60 and 90 days.
The offer that arrives in time
Audiences ready for email, push or your front-desk team: members cooling off, ghosts, recoverable former members and members with a propensity for personal training or nutrition. No file exports.
“Which members of the Chamberí club have gone three weeks without a visit and have next month’s payment just around the corner?”
FLYDE Brain knows, and leaves the list ready for the front desk.A call list, not a churn report
Every week, the members most worth calling, with the reason and the offer. It leaves FLYDE and lands at the front desk, in email or in push, without touching a file.
| Member | Last check-in | Rhythm | Churn prob. 60 d | Suggested action |
|---|---|---|---|---|
| Marta R.Full membership · 14 months | 23 days ago | 2.6 → 0.3 / wk | 71% | Front-desk call · session with a trainer |
| Diego A.Morning membership · 5 months | 16 days ago | 3.1 → 0.9 / wk | 64% | Push · new class in their slot |
| Lucía P.Full membership · 31 months | 12 days ago | 2.2 → 0.8 / wk | 52% | Email · 4-week challenge |
| Nacho T.Youth membership · 3 months | 9 days ago | 1.8 → 0.6 / wk | 44% | Push · goal reminder |
| Carla M.Full membership · 22 months | 8 days ago | 2.9 → 1.1 / wk | 31% | Email · nutrition |
Three levers already in your data
None of them needs more new members. All three come from joining up what the turnstile, the CRM and the bank already know separately.
Acting on the drop in frequency, not on the cancellation request, is the most direct revenue lever in the sector: every extra month of membership is pure fee, with no acquisition cost.
Your cancellations are the cheapest audience you have: they know you, they have paid and you know why they left. FLYDE segments them by reason, tenure and season and activates them with the right offer, not a free joining fee for everyone.
With a control group held out in every campaign you know how many sign-ups the free joining fee brought and how many were people who were going to join anyway. Discover Incrementality →
Monthly fee or booked session, the question is the same
The turnstile is the only usage signal
FLYDE turns it into frequency per member, detects the ghost and the one cooling off, and prioritises who the front desk should call each week.
The booking and the check-in are the signal
Members buy session packs and let them expire. FLYDE sees the pack running out with no bookings, the member dropping from two sessions a week to one and, in franchises, which clubs retain best and why.
Security and privacy, as standard
Member data handled with the care GDPR requires, on AWS in a European region, and with each franchisee’s data kept separate from head office. See security →
- GDPR by designCONSENT, ERASURE AND PORTABILITY
- AWS, European regionISV ACCELERATE PARTNER · WELL-ARCHITECTED
- Franchisee and head office, separateEACH COMPANY SEES ITS DATA; THE BRAND, THE AGGREGATE
How many members are cooling off right now?
Give us 15 minutes and we will show you on a demo club: from the turnstile to the front-desk call list.