The software company is redefining how franchise operators connect with members, blending technology, trust and personalization into lasting growth.
Many franchise operators work to drive growth by focusing on acquisition — signing up new members, opening new locations and expanding market share. But in today’s saturated fitness landscape, the real growth engine includes a focus on retention.
That’s where Daxko is redefining the club operator’s playbook. By connecting the full member journey — from check-in to billing — through one unified ecosystem, Daxko is helping operators simplify operations, personalize engagement and scale sustainably.
“You can bring in new members all day,” says Daron Allen, VP of Enterprise CRM, Engage Pro, “but growth only happens when they stay and stay active. Our mission is to help operators build stronger connections at scale. The technology is simply what makes that human connection possible.”
That philosophy has already proven powerful in practice. One of Crunch Fitness’ largest franchisees, CR Fitness, has centralized lead management, onboarding and ongoing engagement. Before adopting Daxko Engage Pro, teams were juggling multiple systems and handling outreach manually. Now, automation and AI-driven personalization enable communication at scale — improving conversion rates, reducing churn and giving staff valuable time back to focus on members.
“The platform gives us the ability to communicate in a more personal and consistent way across all clubs, which has been key to supporting our expansion and strengthening member relationships in our long-standing locations, says Kendall Lanese, Chief Marketing Officer at CR Fitness.”
These results have been measurable, with an 8% boost in member consistency across locations. For Daxko, it’s proof that when technology and empathy align, both the brand and the people behind it thrive.
Earned Loyalty
Across the fitness and wellness sector, operators are realizing that retention is not a by-product of good programming — it’s a strategy in itself. Daxko’s Club Automation management platform captures every data point along the member journey and turns it into actionable insight. When attendance drops, a class habit changes or a payment misses, operators can see it in real time and step in before a cancellation ever happens.
“When a team uses those insights to act early, members stay longer,” Allen says. “That consistency builds trust, and trust is what keeps people part of your community year after year.”
That principle — that loyalty earned through awareness and care — underpins Daxko’s broader vision for how operators of all size systems should operate. Technology, in this sense, isn’t replacing relationships; It’s amplifying them.
Equally important is preserving the personal, local experience that members value while maintaining the consistency that defines the brand. Daxko’s solution is a framework that allows both. Local teams can tailor outreach and engagement based on what resonates in their markets, while corporate retains unified control over pricing, branding and reporting. It’s autonomy without fragmentation.
“Franchise systems work best when local teams have freedom to connect with their communities while still protecting the brand as a whole,” says Allen “Our platform makes both possible.”
Data Insights That Drive Real-Time Action
Data, of course, is the engine driving it all. But Daxko believes data should empower people, not overwhelm them. The company’s engagement tools translate complex analytics into clear, actionable cues — the kind that front-desk staff and general managers can use on the spot.
“The most helpful data gives a clear picture of engagement — visit frequency, attendance, payment activity,” Allen explains. “Our goal is to put that information in front of the right person at the right time. A simple text or call can bring a member back before they drift away.”
That focus on clarity extends into the financial side of the business. Payments may seem purely transactional, but they’re often where trust is won or lost. Daxko’s integrated billing tools — including mobile billing, text-to-pay and automatic renewals — remove friction and uncertainty from the process. Members enjoy a seamless, modern experience, while operators gain predictable revenue and fewer administrative headaches.
“When payments are easy and accurate, it builds trust,” Allen says. “When they’re confusing or inconsistent, people notice. Simplicity pays off for everyone.”
For franchise networks, that simplicity compounds. Centralized billing allows for cleaner forecasting and unified visibility across locations, creating a smoother financial rhythm that supports long-term stability. And when those systems work the cumulative effect is a higher lifetime value per member.
That’s the real shift Daxko is enabling: helping operators think beyond headcount and focus instead on relationship depth. Engagement frequency, referrals and secondary spend tell a truer story of growth than sign-ups ever could. By connecting those dots, Daxko gives owners a full picture of their business — and their community.
Scaling that kind of connected experience used to be complex. Now it’s turnkey. Daxko’s management platform consolidates memberships, engagement tools and billing into one ecosystem. Owners can manage every location from a single dashboard, seeing what’s working, where support is needed and how to replicate success across markets.
“Most clubs and franchise owners want to grow,” Allen notes, “but scaling adds layers of complexity. We designed Club Automation to grow with them — one platform, one data source, one consistent experience.”
The Human Element
What sets Daxko apart, though, is not just its software — it’s the humanity built into the system. Automation is never a substitute for connection; it’s the infrastructure that gives staff more time to create it.
“Technology should make relationships easier,” says Allen. “When software manages reminders and renewals, teams have more time to connect face-to-face — to coach, encourage and build community.”
That belief is what anchors Daxko’s entire approach to growth.
“Retention is about relationships,” Allen concludes. “We’re here to help operators turn those relationships into their most powerful competitive advantage.”
