A seamless, error-free payment system isn’t just about transactions — it’s a direct driver of retention, revenue and member satisfaction
Billing may not be the most exciting aspect of running a fitness business, but make no mistake – it’s one of the most critical. A flexible and error-free payment system isn’t just a backend necessity; it’s a direct driver of member satisfaction, retention and revenue. Yet, despite the rapid advancements in AI, automation and personalization, billing remains one of the most overlooked and outdated aspects of gym operations. And the consequences are costly.
Mehdi Benjelloun, President of Exerp, puts it bluntly: “One of the biggest sources of churn is incorrect billing. Surprisingly, billing errors persist in the industry, but ensuring accuracy is critical to maintaining member confidence and loyalty.”
If anyone understands this, it’s Exerp. For over two decades, this global leader in club management software solutions has been transforming the fitness industry’s approach to member management.
Founded in 2003 and headquartered in Denmark, Exerp specializes in scalable, cloud-based systems that optimize business processes, enhance the member experience and integrate flawlessly with third-party applications. With a strong footprint in Europe, North America and Australia, the company serves some of the world’s largest gym operators, helping them eliminate inefficiencies and future-proof their business.
In short, while others are still playing catch-up, Exerp has been ahead of the curve, proving that when it comes to member retention, getting billing right isn’t just an operational detail – it’s a non-negotiable.
The Biggest Challenges in Gym Billing
Benjelloun has seen payment challenges evolve alongside technological advancements, business growth and changing member behaviors for years, and he sees four major challenges that operators still grapple with.
First up are payment failures and declines. “Expired cards, insufficient funds or failed direct debits disrupt cash flow and lead to membership cancellations,” he says. Without a system in place to manage these failures efficiently, gyms risk not only losing revenue but also frustrating their members.
Another critical pain point is the lack of payment flexibility. Consumers today expect simple transactions, whether through digital wallets, alternative billing cycles or personalized payment structures. “Operators who fail to offer multiple payment options are putting themselves at a disadvantage,” Benjelloun explains. “Members want convenience, and if they don’t get it, they may look elsewhere.”
As with every touchpoint, member experience plays a significant role. Benjelloun says poorly designed payment systems that require excessive manual intervention or lack transparency can create unnecessary friction, leading to increased churn.
Finally, regulatory and compliance barriers add another layer of complexity. “Varying financial regulations across regions mean that fitness operators must stay on top of evolving rules while ensuring their payment systems remain efficient and compliant,” he explains.
The Link Between Payments & Churn Reduction
A seamless payment experience is often the unsung hero of member retention.
“Addressing common pain points in billing can have a significant impact on retention rates,” says Benjelloun. “When payments are smooth and intuitive, members are far less likely to experience frustration or disengage from their gym or fitness facility.”
Two key factors he points to are access to payments transparency. Members should be able to view and manage their payments without needing to contact customer service, reducing frustration and enhancing convenience.
“Invoices and receipts should be easy to read and understand, as transparency builds trust and increases retention,” Benjelloun emphasizes.
Additionally, the purchase experience must be intuitive. Whether booking a personal training session, signing up for a course or paying for a specialized class, transactions should be easy and hassle-free. To achieve this, operators can implement installment plans, allowing members to split large purchases into manageable payments, making services more accessible while reducing drop-offs.
Flexible payment processing is another game-changer, enabling transactions even when a member lacks an active payment method by using a card on file or sending a payment link for later payment.
Benjelloun says digital wallets like Apple Pay and Google Pay have also proven effective in enhancing convenience and improving conversion rates, and on-the-go payment options, such as tap-to-pay on the gym floor, expedite the purchasing process even further.
By incorporating these capabilities, fitness operators can significantly enhance the payment experience, reduce operational overhead and ultimately retain more members, turning billing from a source of frustration into a value-added service.
What Sets Exerp Apart
Unlike traditional gym management payment systems, Exerp is an enterprise solution designed to provide the flexibility that large fitness operators require. “We go beyond just being a software provider; we work closely with our clients to tackle their payment challenges and optimize their financial operations,” Benjelloun says.
Exerp has built a comprehensive and flexible payment ecosystem that integrates seamlessly with a variety of partners. Key features include:
- Card on File & Installment Plans – Available for personal training packages, joining fees, debt payments and more.
- Payment Links & Digital Wallets – Supporting Apple Pay, Google Pay, and direct payment links for seamless transactions.
- Regional Payment Gateway Integration – Ensuring optimal service and compliance for different territories.
- Full Self-Service Capabilities – Members can easily access invoices, receipts and payment options online.
With an open API that allows clients to leverage the full capabilities of Exerp’s backend, the platform ensures optimal integration with preferred systems. Its robust and accurate billing engine efficiently handles high transaction volumes, making it an ideal solution for large or growing fitness businesses.
Benjelloun says optimizing payments doesn’t just improve the member experience — it has a direct impact on a gym’s bottom line.
“One of our clients had a high volume of unpaid debt cases that were regularly sent to a debt collection agency. By implementing our automated debt collection process, including sending direct payment links to members to make things quick and easy, they saw a significant drop in cases sent to collections and recovered revenue much faster. It was a game-changer for their cash flow and profitability.”
Looking ahead, Benjelloun sees several key trends shaping the future of fitness payments.
“I believe the future of payments lies in a combination of digital wallets and tap-to-pay technology,” he says. “The ability to make payments on the go, without relying on traditional terminals, will transform transactions. Tap-to-pay is set to revolutionize the payment experience, making it faster, more seamless and more accessible than ever.”
As gyms, studios and independent contractors navigate an increasingly digital world alongside members and clients who demand flexibility, offering intuitive and error-free billing solutions will be a defining factor in long-term success. With Exerp at the forefront of eliminating outdated billing practices, offering a smoother, more engaging member experience is easier than ever.
This article originally appeared in ATN’s 2025 State of the Industry Outlook Report, a go-to guide for understanding the next generation concepts that will shape the fitness and wellness industry in the upcoming decade. Download the free report.
