Explore how fitness brands are leveraging digital solutions and targeted strategies to enhance member engagement and retention, with a spotlight on Gen Z and brand ambassadorship
Technology. It permeates every facet of life, reshaping how we work, connect and maintain our health.
For gym and studio owners, technology can be a double-edged sword. The influx of new tools and platforms demands continuous learning and adaptation, which can be overwhelming. Yet, these advancements are revolutionizing gym operations, member engagement and ultimately – retention. From AI-powered marketing to individualized fitness experiences, technology is revolutionizing the fitness industry and unlocking previously unimaginable opportunities.
Here, ATN explores how top fitness brands are leveraging cutting-edge technology to optimize member engagement and retention. From wearable integrations that gamify fitness goals, to advanced tools like 3D body scanning and digital personal training platforms, the possibilities are as diverse as they are impactful, and there is no doubt that technology is helping gyms and fitness brands not just survive but thrive in a competitive landscape.
Orangetheory Builds a Brand Around Biofeedback
Orangetheory Fitness has been a tech-first fitness brand since its inception – literally building the brand and workout methodology around it.
Initially tying heart rate tracking and biometric feedback to different “zones” to keep members motivated during workouts, the brand has made many enhancements over time, such as integrating smart equipment like treadmills and rowers that communicate with the Orangetheory system to create a cohesive and responsive workout environment.
More recently, Orangetheory launched its proprietary MaxHR performance-tracking algorithm, moving beyond traditional age-based calculations of maximum heart rate, to offer a more personalized approach tailored to each individual’s unique fitness profile.
On the heels of that, it introduced the OTbeat system, an enhanced wearable device that tracks each member’s heart rate throughout the workout, providing feedback and ensuring they stay within their optimal training zones.
credit: Orangetheory Fitness
As Orangetheory continues to innovate, the focus remains on a deeper integration of technology.
“The goal is to create an even more integrated tracking system that captures comprehensive performance data, making it even more accessible and actionable for our members and coaches,” says Ameen Kazerouni, chief technology officer at Orangetheory Fitness.
credit: Anytime Fitness | Andrew Breton, multi-unit franchisee, Anytime Fitness
Anytime Fitness, barre3 Enhance Engagement Through Tech
On the Personal Training app side, Anytime Fitness is leveraging tech to develop highly personalized training programs. The global fitness franchise, one of the fastest-growing gym brands in the world, recently debuted a groundbreaking deal with Apple Fitness+ and launched SmartCoaching technology.
SmartCoaching monitors member activity and performance continuously and the collected data is then analyzed using predictive analytics to develop customized health and fitness plans for each member. A body composition scanner tracks progress, and as members achieve their fitness goals, new programs are designed to align with their advanced fitness levels.
Interestingly, its SmartEngagement also predicts when members might be considering canceling their memberships, allowing staff to step in and personally engage.
“This proactive approach not only helps us maintain lower attrition rates but has also led to a noticeable increase in personal training sales,” says Andrew Breton, a multi-unit Anytime Fitness franchisee with 13 clubs in Connecticut. “Members who are contemplating leaving often require additional guidance and support, which our coaches are well-equipped to provide, resulting in a positive guest experience.”
Meanwhile, a unique partnership has emerged between Portland-based boutique studio barre3 and wearable tech brand Whoop. Last year, the barre franchise gifted its members a one-month free trial (or 10% off an annual or 24-month membership) to Whoop to help them dial in their health metrics.
Sadie Lincoln, barre3’s co-founder and CEO says the combination of Whoop’s wearable tracking technology with Barre3’s offerings – ranging from intentional breathwork and stretching to meditation classes – gives members a holistic and action-oriented view of their personal wellness metrics.
“This is about empowerment for our barre3 clients,” she explains. “Having access to their personal metrics helps clients to make better, more informed decisions that honor their own individual selves,” Lincoln says
This partnership went a step further when barre3 used Whoop’s data to design its b3 Cardio class, as well as refine sleep and recovery programs, providing members with an even more tailored experience.
credit: barre3 | Sadie Lincoln, co-founder and CEO, barre3
Brands Harness Body Composition Tech for Retention
Expanding on personalization, Asensei and 3DLook have teamed up to offer advanced movement tracking and body composition analysis for fitness brands, including those working with GLP-1 weight loss services. Together, they provide data on metrics like BMI, body fat percentage and lean body mass, which inform wellness programs tailored to individual goals.
“Progression is retention,” says Asensei founder and CEO Steven Webster. “Many customers want to not only feel stronger but also see the results of their hard work reflected in their bodies. With 3DLook, we extend our capabilities to show them a true reflection of their progress.”
This collaboration also introduces features like smart scale validation, which helps prevent the misuse of weight-loss medications by providing advanced BMI verification and other data.
credit: 3DLook
Another brand that helps consumers to mitigate the potential downsides of weight loss drugs is Evolt.
The company’s advanced bioimpedance technology provides a detailed analysis of an individual’s body composition by tracking strength gains and distinguishing between muscle and fat. These insights help users identify losses in muscle mass and bone density, enabling more informed fitness and health decisions.
“A healthy body fat level, while building muscle, is the ultimate goal,” says Evolt’s co-founder and CEO Ed Zouroudis, who underscores that this technology is particularly useful for gyms that aim to increase membership by attracting individuals who are on these medications.
Lastly, Fit:match brings a unique perspective by using its body visualization technology — originally designed for the fashion industry — to create digital twins of users’ physiques.
“This opens the door for fitness enthusiasts and athletes to literally look at their body composition, fat and muscle mass, asymmetries and more,” says the company’s marketing director Hillary Littleton.
Little believes providing hyper-personalized data that’s different from the gym next door will win.
”You’ll be the gym that facilitates the best results for members because trainers can be more precise in delivering personalized plans,” she says.
Clearly, technology is now central to shaping the fitness industry’s future. Brands that leverage these advancements to elevate member experiences and deliver impactful results aren’t just staying competitive — they’re redefining what it means to succeed in fitness.
This article originally appeared in ATN’s Member Success Blueprint Report 2025, which highlights essential steps brands will want to take to ensure success in the current calendar year and beyond. Download the free report.
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