Health and fitness organisations run on recurring relationships, and almost every operational problem traces back to one of three things: taking money reliably, filling sessions, and giving members a reason to come back. The software either supports that or quietly gets in the way of it.
The Performance Centre was built on exactly this shape of problem. It handles registration, subscriptions, availability, attendance, consent and progress tracking across clubs of very different sizes, on one multi-tenant platform, with each organisation getting its own branded app. The context is football; the mechanics are the same for a gym, a studio or a leisure trust.
Where data about under-18s is involved — junior memberships, academy programmes, school partnerships — consent capture, retention rules and role-based visibility are part of the build rather than a later conversation.
Insights
The first six weeks decide whether a member stays
Most cancellations are set in motion long before anyone cancels. The window that matters is much earlier and much shorter than most operators plan for.
Read the articleClass booking is a capacity problem, not a calendar problem
Most booking systems are built as diaries. The thing operators actually need to manage is the gap between what was booked and what turned up.
Read the articleWhat a white-label app is actually worth
Putting your own brand on the app members use is not vanity. It changes who the relationship belongs to, and it shows up in the numbers.
Read the article
How we support changemakers in health and fitness
Set up and run teams
We work inside your organisation rather than at arm's length from it. In this sector that means understanding that the person doing the admin is often also coaching the six o'clock session, and that a feature nobody has time to use is the same as no feature at all.
Launch new products
We build to production standards from the first sprint. Membership platforms live or die on billing, booking and notifications working every time, so those get the attention rather than the parts that demo well.
Discover new propositions and customer experiences
Retention is the whole business, and it is decided in the first few weeks. We research where members actually drop off and design around that, rather than adding features for the ones who were always going to stay.
How we strengthen your team
Memberships, subscriptions and payments
Recurring billing, joining fees, freezes, family accounts and payments taken at cost rather than marked up. We have already built subscription handling that works at £1 per member per month, which leaves no room for a clumsy payments integration.
Attendance, availability and performance
Booking, attendance, availability and progress tracking on one record, with a view built for each role rather than a filtered version of somebody else's screen. Coaches, members, parents and administrators all need different things from the same data.
Your brand, on the member's phone
A white-label app per client rather than a shared one: your colours, logo, domain and home-screen icon. Members open something that looks like their gym or club, which is most of the battle for engagement.
Class capacity and the cost of a no-show
A member who books and does not turn up costs you twice: the empty place, and the person on the waitlist who was turned away. Waitlists that release automatically when someone cancels, cancellation windows with a reminder that lands before the window closes, and attendance reported against capacity by class, instructor and time slot rather than against bookings.
Progress the member can see
The most underused retention tool is showing people what they have already done. Sessions attended, streaks, personal bests and goals surfaced in the app they already open rather than in a monthly email — measured against their own history rather than against other members, because comparison to strangers drives people away.
Consent and under-18s, designed in
Junior memberships, academy programmes and school partnerships bring dates of birth, medical notes, photographs and emergency contacts into the record, often gathered at speed by whoever is on the desk. Consent is captured per permission rather than as one blanket agreement, retention rules run on their own, and visibility follows the role, so the person handling billing never sees medical information.
White paper
Retention by design in membership platforms
Where members actually disengage, what the data shows before they cancel, and the product decisions — onboarding, booking friction, notifications, progress feedback — that move the number.
Our work
Let’s talk
Have a problem you need to solve or an idea you want to explore? Let’s talk about how we can make it happen.