Over the years, we have seen our clients' payment challenges evolve alongside technological advancements and changing member behaviours.

From high rates of payment failures and the decline in growth of flexible options, to increased expectations in the payment experience, fitness businesses face numerous challenges – all of which can impact member trust and loyalty.

For members, several elements can help reduce friction and prevent churn:

• Easy access to payments and invoices – members should be able to view and manage their payments effortlessly.

• Clear and transparent billing – invoices and receipts should be easy to read and understand.

• Seamless purchase experience – whether booking a personal training session, camp or course, the process should be hassle-free.

• Billing accuracy – accuracy is critical to maintaining member confidence and loyalty.

By addressing these areas, operators can enhance the member experience and significantly improve retention rates.

Identifying the exact cause of churn is challenging, but we have observed positive retention results by implementing key payment functionalities. Additionally, the impact of these features varies by region – as some markets rely more on credit cards, while others prefer ACH payments.

Some effective strategies include:

• Instalment plans – allowing members to split large purchases into manageable payments can improve affordability and reduce drop-offs.

• Flexible payment processing – 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 by the member.

• Digital wallets – offering Apple Pay and Google Pay can enhance convenience and improve conversion rates.

• On-the-go payments – providing tap-to-pay options on the gym floor allows members to make purchases without needing to visit the front desk.

Adapting payment solutions to regional preferences and improving payment flexibility can significantly enhance member experience and retention.