TRANSFORMING PERSONAL TRAINING THROUGH DIGITAL INNOVATION.

TRANSFORMING PERSONAL TRAININGTHROUGH DIGITAL INNOVATION.

Everyone Active recognised that their legacy systems for managing Personal Training (PT) were fragmented and heavily reliant on manual processes.

Trainers were spending too much time on admin, members faced barriers to booking sessions, and management lacked the real-time visibility they needed to understand how PT was performing across their estate.

As part of a broader strategy to modernise its technology infrastructure, Everyone Active sought a partner who could streamline staff workflows, enhance operational efficiency, and deliver members a seamless, interactive digital journey.

THE SOLUTION.

In Spring 2023, Everyone Active partnered with Fisikal to launch a custom-built PT management app across 12 pilot (3 months) sites.

The app created a fully digital link between members and trainers, simplifying booking, scheduling, payments, and reporting in one integrated platform.

Within just eight weeks, the app was designed, developed and deployed, showcasing Fisikal’s deep sector experience and technical agility.

By October 2023 Fisikal was rolled out across the entire Everyone Active estate.

THE RESULTS.

The rollout of enhanced Personal Training (PT) services has transformed Everyone Active’s business with significant, measurable results.

At pilot sites, PT bookings surged by more than 60%, demonstrating strong member demand and engagement.

Since rollout, PT-related income has delivered sustained year-on-year growth, averaging more than 30% annually across the past three years and underlining the strong commercial impact of digital transformation.

Annual PT promotional launches also grew by 95% year-on-year, demonstrating how the new digital booking and promotional tools are driving both participation and revenue growth.

MEMBER EXPERIENCE.

Digitalising Personal Training has streamlined purchases, boosted retention, and acted as a catalyst for wider member engagement across services.

More than 70% of PT purchases are now made directly through the app, reducing queues at reception and providing members with a frictionless experience.

Members who engaged with PT demonstrated retention rates 2–3× longer than single-service users (e.g. Gym-only or GX-only).

PT acted as the catalyst for wider participation: members introduced to PT were more likely to adopt other services such as Group Exercise and Pool.

STAFF EFFICIENCY AND RETENTION.

Everyone Active’s digital PT tools cut trainer admin and provided managers with clear performance insights to enhance coaching focus and long-term trainer retention.

Trainers reported reduced admin time, enabling both employed and self-employed staff to focus on coaching, client results, and stronger relationships.

By monitoring session volumes against KPIs, Everyone Active gained visibility into which trainers were thriving and which required support - improving PT retention, development, and career sustainability.

Self-employed trainers benefit from digital transparency, with instant access to payments, expense tools, and the ability to upload bios and qualifications - helping them showcase expertise and attract clients.

STRAGETIC INSIGHTS.

The introduction of the PT app provided real-time enterprise -level data, enabling Every Active to:

Track PT penetration across regions. Gain real-time visibility of how Personal Training services are performing in different clubs and regions, allowing management to identify high-performing areas, spot opportunities for growth, and ensure consistency in delivery across the estate.

Benchmark trainer performance against business KPIs. Measure individual trainer activity and outcomes against key performance indicators such as session volume, client retention, and revenue contribution, making it easier to recognise top performers and support those who may need development.

Make evidence-based decisions about staffing, service design, and future investments. Use enterprise-level data to guide strategic planning, from optimising trainer deployment and refining PT packages to shaping long-term investment in services and digital infrastructure.

PT AS A RETENTION ENGINE.

Analysis revealed that Personal Training is the strongest driver of long-term engagement, transforming from a premium add-on into the anchor service that maximises retention and cross-service adoption.

Members with PT as part of their package consistently achieved the highest retention outcomes. Data shows that members who engaged in Personal Training stayed significantly longer than those who used single services, highlighting PT’s role in driving deeper, more sustained commitment to the club.

Combinations including PT (e.g. Gym + GX + PT) retained members for 40–50+ months on average. When PT was combined with other services such as gym access, group exercise, or pool usage, retention nearly doubled compared to single-service members, demonstrating how PT acts as a gateway to multi-service adoption and longer-lasting engagement.

PT is no longer viewed as a “premium add-on” but as the anchor service that binds members into the wider club ecosystem. Rather than being positioned as an optional luxury, PT has proven to be a foundational element of the member experience, strengthening loyalty, improving results, and ensuring members see greater value across the full range of club services.

LASTING BUSINESS IMPACT.

PT penetration is now over 3% of the membership base and continuing to grow, the business has embedded PT as a core part of its digital member journey.

With Fisikal, Everyone Active has:

Digitised and streamlined staff workflows.

Automating bookings, payments, and reporting has removed repetitive admin, freeing staff and trainers to focus on delivering value to members rather than managing manual processes.

Empowered trainers to build sustainable careers.

With better visibility of their schedules, earnings, and performance, trainers are supported to grow their client base, improve utilisation, and achieve long-term career stability.

Delivered members a seamless digital booking and engagement journey. From discovery to purchase to ongoing communication, members now enjoy an intuitive, frictionless experience that drives repeat engagement and satisfaction.

Unlocked enterprise-level data to drive smarter decisions. Real-time insights across sites and regions allow leadership to track penetration, monitor performance against KPIs, and make evidence-based choices on staffing, programming, and investment.

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