The fitness software provider helps operators master the complex junction of digital and in-person offerings with tech that unifies systems and insights that fuel growth
Hybrid gyms are meant to embody the best of both worlds. Brands can meet their consumers anywhere, at any point and in a multitude of ways with compelling ways to get a sweat in. Physical and digital fitness options are woven together — and all parties involved stand to benefit.
That stitching, however, requires a delicate process. On one hand, it needs to be tight enough to keep operations from unraveling. On the other, it can’t be too tight so as to hinder each side’s effectiveness and reduce the flexibility that makes hybrid fitness intriguing to begin with.
Luckily, Hapana has the steady hands required to help gyms pull it all off. The leading software-as-a-service brand specializes in supporting hybrid fitness systems. It has already done so with several marquee brands, including Body Fit Training, Vaura Pilates (F45 Training) and more.
Hapana’s stepping up to do this in the nick of time as well, as the market’s beginning to view hybrid offerings as an expected amenity rather than an appreciated novelty.
“Initially driven by the pandemic, gyms had to find a way to stay connected with members beyond the four walls,” said Jarron Aizen, founder and CEO of Hapana. “But even post-pandemic, consumer expectations around flexibility, personalization and access have stuck. Operators who used to focus on studio programming alone have now had to rethink, like digital content platforms and lifestyle brands, embracing everything from app-based engagement to data-driven personalizations.”
Meeting the Demand
Hapana’s expertise in facilitating hybrid fitness stems from its experience, as Aizen noted that the brand originally built its platform specifically to support such operations. In doing so, Hapana established features like on-demand and live streamable content so brands can deliver digital workouts directly to consumers within their white-labeled mobile apps.The content is also a gateway for additional engagement and retention.
“Inside their member app experience is where we unlock additional personalized member journeys with loyalty and engagement tools such as streaks, challenges, referrals and other reward badges,” said Aizen.
In-person fitness gets a lift as well. Hapana supports class and facility bookings digitally to fill up sessions quickly and uniformly. It also facilitates checkout sequences like gift card purchases and other transactional elements of the member experience.
“This creates a frictionless bridge between online and in-person experiences,” said Aizen.
KX Pilates is one of the many operations thriving through Hapana’s hybrid resources. The brand uses the software daily to streamline its operations across hundreds of physical locations, per Aizen. It simultaneously launched a digital product experience to check the virtual fitness box.
“Through our platform, KX was able to deliver on-brand, high-quality video workouts and track member engagement across multiple channels,” said Aizen. “In times where doors were opening and closing, they could switch between that online state, that in-person state, and, of course, ongoing, the hybrid state, frictionlessly.”
Doing it the Right Way
While these stories might encourage any operators not yet offering hybrid fitness to begin doing so immediately, Aizen argues they shouldn’t do so purely on a whim. Whether or not an operator installs digital offerings with care and leverages them with precision is often the difference between successful and futile hybrid fitness systems.
“The operators who succeed will be those who treat hybrids not as a feature but as a philosophy,” Aizen said. “That means using member data to personalize outreach and programming, designing frictionless user experiences across every touch point and building a strong community and brand identity that transcends beyond the physical space.
“Those who struggle often fall into the trap of disconnected systems: one provider for streaming, another provider for their CRM, and another provider for scheduling,” he went on. “The result of this is a fragmented experience for members and a headache for staff.”
Hapana takes pride in its ability to help reduce those complexities through its all-in-one platform. The brand also helps guide operators through digital transformations with real data insights, sharing best practices for onboarding and product-led strategies aligned with each brand’s growth phase.
Staying Competitive
Increased check-in and membership figures are likely to excite any operator after launching a hybrid fitness operation. While beneficial, Aizen also argues they’re only part of the equation when it comes to hybrid fitness — and won’t do operators much good on their own for long.
“Gym owners should be thinking beyond attendance and start thinking in terms of engagement and lifetime value,” he said. “That means asking, how often are my members interacting with my brand, both digitally or in person? Are we capturing actionable data across channels? Do we offer content and a community beyond the class schedule, and is our technology empowering staff to personalize the member journey?”
Flexibility is the way forward. Complacency, in some cases, is a poison pill.
“Operators need to be evaluating their tech stack for scalability and integration,” said Aizen. “As a hybrid model matures, the winners will be those who have invested in infrastructure that allows them to adapt quickly, not just to today’s demands, but to whatever the next evolution of fitness brings.”
Having recognized the potential of the hybrid fitness model years in advance, Hapana is confident in its ability to stay ahead of what’s next and prepare clients accordingly.
“At Hapana, we see ourselves as more than just a software provider,” Aizen concluded. “We are a strategic partner that is helping brands futureproof their operations and build a stronger, more adaptive community.”
This article originally appeared in ATN’s Technology & Innovation Outlook 2025 report, which maps the emerging tools driving business impact across the industry, drawing on operator interviews, executive-level insights and new market data. Download the free report.
