Forward-thinking clubs are turning recovery from a member perk into a measurable business driver. With Daxko, operators can boost retention, grow revenue and make recovery a core part of their brand experience.
In the evolving landscape of fitness and wellness, recovery is no longer a quiet corner after a workout, it’s becoming a core strategy for keeping members engaged, loyal and invested. The clubs that are getting it right aren’t treating recovery as an amenity; they’re building it into the business model, tracking its impact and using it to create spaces members can’t imagine leaving.
As Wendy White, CMO of Daxko, puts it: “When recovery adds one more intentional check-in, the business follows.”
That extra visit — even on a day when someone doesn’t have time or energy for a full workout — is measurable. And gyms are leaning into smart spaces and automation to make it happen.
Kevin Conaway, president of experiential wellness at WellnessSpace Brands, sees the shift across the hundreds of clubs he works with. “The trend is away from a single unit in the corner and toward a multi-modality wellness space that meets different member needs — you walk in and see a big open area with several recovery options.”
From Perk to Proven Retention Lever
Across the industry, operators are rethinking recovery layouts, dedicating anywhere from a few hundred to a few thousand square feet to recovery zones that feature modalities like contrast therapy, massage, compression, red light therapy, saunas and cold plunge. These spaces are designed to encourage longer visits and repeat weekly check-ins — each of which becomes a retention data point.
The key is having the operational backbone to make recovery frictionless for members and insightful for operators. Smart automation, clear entitlements and integrated booking systems ensure the space runs efficiently while feeding operators the data they need to prove — and improve — ROI.
“When booking and access are seamless, recovery becomes part of a member’s normal routine instead of an extra step,” says White.
Through Daxko’s Club Automation platform and integrations, operators can:
• Make recovery sessions as easy to book as a fitness class
• Track usage patterns by member type and cohort
• Nudge low-usage recovery members to rebook
• Compare retention metrics between recovery users and non-users
• Enforce entitlements and manage capacity without overstaffing
Turning Recovery into a Business Growth Engine
In terms of business model, the real opportunity lies in how recovery is positioned, packaged and supported operationally. With the right structure, it’s not just an amenity; it becomes a predictable revenue stream and a differentiator that strengthens the brand.
“Many clubs use Daxko solutions to run recovery as a premium-tier upgrade, creating a clear path to higher-value memberships and protecting capacity, while others take the universal access route, often with a modest dues increase, positioning recovery as part of the core brand promise and simplifying operations,” says White.
Conaway notes that both approaches can be successful. “Across fast-growing operators we’re seeing two clear paths: bundle recovery into a premium membership to drive upgrades or include it for everyone — sometimes with a small $2–$3 dues increase — so it becomes part of the core promise. Both work; choose the path that fits your brand and your members.”
Because Daxko enables operators to segment usage, monitor churn, and compare upgrade mixes, it’s easy to determine which approach resonates with members. The ability to track data means there’s no guesswork in deciding whether to expand or adjust the offering.
“Clarity beats complexity,” says White. “Pick one path and do a 90-day pilot, learn fast, and scale what resonates.”
For operators considering recovery for the first time, right-sizing the footprint is key. Smaller clubs may start with a 400–800-square-foot “Recovery Corner” featuring a few core modalities like HydroMassage, infrared sauna and cold therapy. Larger flagship spaces may integrate additional services such as compression, percussion or red light therapy, along with a small lounge or mobility area that becomes part of the facility tour.
In either case, the principles remain the same: front-of-house visibility, simple booking and access, time-boxed sessions for throughput and consistent measurement to inform expansion. The goal isn’t to pack in every trend; it’s to drive adoption and make recovery a habit members build into their weekly routine.
That’s where Daxko’s automation makes a difference. When recovery is integrated into the same member app that houses training schedules, classes and billing, it becomes part of a unified experience. Members can book instantly, access services without staff intervention, and receive nudges to rebook if they lapse — all of which keeps them in the habit loop.
For example, with HydroMassage, clubs can start with front-desk unlock or move to at-device access — members simply scan or enter their ID, and usage is automatically posted. This not only enforces entitlements but also reduces handoffs, cleans up data and helps manage capacity more effectively.
“At-device access lets members control the product, scan or enter an ID and go, which simplifies the whole experience,” says Conaway. “With the Daxko connection, clubs have the flexibility and the solution in place instead of figuring out one-off workarounds.”
The Retention Playbook in Action
In practice, the best recovery spaces do more than offer physical benefits — they become social anchors. Members stop in for short, purposeful visits on days they wouldn’t otherwise train, connecting with staff and other members in ways that deepen their commitment to the club.
That behavioral shift shows up in the data. Recovery users often post higher monthly check-ins, lower churn and greater lifetime value — metrics that tell the story of loyalty in concrete terms. With Daxko, those numbers are always visible, always actionable and always tied back to specific member behaviors.
Across the industry, the takeaway is clear: recovery is no longer just a wellness add-on; it’s a retention engine. The operators winning with it are those treating it like a core product, supported by intentional design and precise data.
White sums it up: “Every new reason to walk through the door is another reason to stay part of the community. When you can see that in your data, you’re not just offering recovery — you’re building loyalty that lasts.”
