Illustrative case: Boutique gym (3 studios), The Hague — 2025

Branded member app with retention AI alongside Virtuagym

Your brand in the App Store, and members who stay.

Mobile apps AI integration & automation Conversion & digital marketing Fitness, sports & wellness

Plate 11 · MEMBERS

−19% churn in six months
4.8/5 store rating
71% of active members use the app
10 wks from kickoff to store release

01 — The challenge

The gym lost a third of its January intake every spring. The member software’s app carried the vendor’s brand, looked generic and was opened by 14% of members. Trainers had no view of who was quietly staying away.

A new member system was not an option: administration, direct debit and schedules lived in Virtuagym and worked fine. The question was: how do we put our own brand and our own retention on top of it?

02 — Our approach

We built a Flutter app for iOS and Android that books classes, processes check-ins and shows payments through the Virtuagym API. All in the gym’s brand, with push reminders, a weekly challenge and a personal schedule.

Plus a retention model: visit frequency, bookings and payments are analyzed weekly; members with a declining pattern automatically get a personal message from their trainer, a class invitation or an offer. Trainers see a list of who to call this week.

Ten weeks from kickoff to store release, with a 200-member pilot in week six.

03 — The solution

A branded member app with booking, QR check-in, schedule, challenges and push, connected to Virtuagym so the front desk does nothing twice. A trainer dashboard with the weekly retention list and a Klaviyo campaign integration for the January and September peaks.

App adoption after three months: 71% of active members. Store rating: 4.8 out of 5.