AI, automation and custom software for gyms and studios, built around the system you already run
You keep Mindbody, Glofox, ABC Fitness or whatever your site runs. We build the loop that keeps members returning: the enquiry answered while your desk is teaching, the 6pm waitlist that fills itself, the failed card caught before it becomes a cancellation, and the member going quiet who reaches a coach while it still matters.
What changes for your site
3 things that decide this
- 01Your front desk is teaching a class when the trial enquiry comes in, so it waits until somebody has a free minute and by then the caller has booked elsewhere. Your line answers instead: it explains the membership options by your rules, books the trial or the intro session into your real timetable, and texts the confirmation.
- 02A member who quietly stops coming cancels weeks later, and by then the conversation is a refund rather than a return. We watch attendance against each member's own pattern and put the ones who have gone quiet in front of a coach, with what they used to book and when they stopped.
- 03A recurring card fails and nobody notices until the member does, which turns a billing event into a cancellation. We build the retry and dunning path so the card gets fixed while the member is still training, and your team only sees the ones that genuinely need a human conversation.
Eight places a gym or studio loses a member, a class or an hour, and what we put in each one
These are the eight areas our audits keep finding, in the order a member meets them. Each one links to the page that owns it.
The trial enquiry, answered while you're on the floor
Somebody rings about a trial at 6:10 while your only staff member is coaching. It goes to voicemail, and they join the studio that picked up. Your line answers instead, explains what a membership includes by your own rules, books the intro session into your live timetable, and texts the confirmation before they've put the phone down.
AI guest desk →
The 6pm class, the waitlist and the late cancel
A full Monday 6pm with four people on the waitlist is where booking systems actually break. We make a late cancel offer the spot down the list automatically, with a window you set, so the class runs full instead of with a gap nobody filled. Your coach stops texting members from a personal phone between sets.
Operations automation →
The member who's gone quiet
Churn rarely announces itself. It looks like a member who trained three times a week in March and twice in all of April. We score attendance against each member's own history rather than a blanket rule, then hand your coach a short list with the context: what they booked, what they stopped booking, and when.
Operations automation →
The failed card that becomes a cancellation
A recurring payment fails for a reason as dull as an expiry date, and nobody finds out until the member is already annoyed. We build the retry schedule, the message that asks them to update the card, and the escalation to your team only where it's genuinely needed. Billing plumbing deserves the same attention as the app screens.
Operations automation →
Rebooking and renewals that don't need a chase
A member finishes a block of PT or hits the end of a contract, and the renewal happens if somebody remembers to have the conversation. We build the prompt at the right moment, by what they actually booked rather than a calendar date, so your coach has the conversation while the member is in the room.
Operations automation →
A branded app that reads what members already wear
Members trust the numbers on their wrist more than the ones on your wall. A branded app that pulls activity from HealthKit or Google Fit turns a logged session into progress they can see, and treats those APIs as the unreliable input they are, with retries and reconciliation rather than one call that either works or breaks the screen.
Custom fitness software →
Your booking system, your billing and accounting, agreeing
Your timetable lives in one system, payments in another, and accounting reconciles both by hand each month. We build on the APIs where they exist and a reviewed queue where they don't, so a class, a payment and a membership change land once. Mindbody, Glofox, ABC Fitness or whatever you run stays the system of record.
Custom fitness software →
Utilisation, churn and revenue per site
You can see how many people came. Seeing which classes, coaches and times actually pay is a different question, and your platform's reports rarely answer it. We pull bookings, attendance, billing and accounting into one read-only view: class utilisation by slot and coach, member churn by cohort, and revenue by site.
Gym CRM vs a custom build →
From the 6:10 trial enquiry to the member who nearly left, and where the machine takes over
Three stations where a gym or studio is different from every other kind of business. Pick your system to see what each step writes back; PushPress, WellnessLiving and the rest follow the same pattern to the depth your account allows.
Station 01 · The 6:10 trial enquiry
- Today
- Your one staff member on site is coaching a class when the phone rings about a trial. It goes to voicemail, and the caller has joined somewhere else before anyone plays it back. Nothing in your stack records the enquiry you lost.
- What we automate
- Your line answers, asks what they train for and when they can come, explains the options by your rules, books the intro session or the trial class into your live timetable, and texts the confirmation. It handles the reschedule the same way.
- What stays human
- Injuries, medical history, pregnancy, anything about a health condition or a member in distress goes to a coach. Your line never gives training or health advice, and you write that list before we build.
Writes to MindbodyLead written into your own CRM with the call notes and the source, so nothing lives only in a voicemail box.
Station 02 · The late cancel, ninety minutes before the 6pm
- Today
- Someone drops out of a full class and the spot goes back into the pool. Your waitlist gets an email that nobody reads in time, or a coach texts three people from a personal phone between sets. The class runs one short.
- What we automate
- The spot is offered down the waitlist in order, with a response window you set, and moves on automatically if the first person doesn't take it. Your member gets a booking they can accept with one tap, and the class fills before the doors open.
- What stays human
- Who gets priority, whether a late cancel costs a credit, and any exception for a long-standing member are your policy. The system applies your rules and never invents one.
Writes to MindbodyNothing written here unless your CRM holds the timetable; the booking system stays the source of truth.
Station 03 · The member who stopped coming
- Today
- A member who trained three times a week goes down to once, then not at all. Nobody notices until the cancellation email arrives, and the conversation is about a refund rather than about getting them back in.
- What we automate
- Attendance gets scored against that member's own pattern, not a blanket rule, so a two-a-week regular dropping to zero is flagged and a seasonal member isn't chased for nothing. Your coach gets a short list with what they used to book and when it stopped.
- What stays human
- Your coach makes the call, and the message goes out in their name. Nothing about a member's health, an injury or a reason for stopping gets guessed at by software.
Writes to MindbodyThe retention list and every outreach written into your own CRM, so your team works one queue.
Each station links to the page that owns it, and the rest of the chain sits on the hospitality hub. Coaching, programming and anything medical stay with your people.
We don't replace Mindbody, Glofox, ABC Fitness or whatever your site runs. We build what they won't.
Your booking platform holds the timetable, the memberships and the payments, and your team has years of habit in it. Replacing it costs more than it fixes, and it moves the gaps rather than closing them: the enquiry that rang out, the class that ran one short, the card that failed quietly, the member nobody noticed leaving.
So what matters is the access model, not the logo on the login screen. Mindbody, Glofox, ABC Fitness or whatever you run are cloud platforms with their own developer programmes, and the depth you get depends on your plan and what your account is approved for. Some sites also run their own CRM alongside, which is often the easiest place to put the retention work. During the audit we confirm what yours exposes, then design to that. Where the connection stops, we build a queue your team accepts with one click instead of re-keying a booking after close.
One thing we plan for that most projects don't: a platform ships an update and a field you depended on changes shape underneath the integration. Nothing errors. Your churn number just goes quietly wrong. We watch the shape of what we read, so a version change reaches you as an alert rather than a report you stop trusting by the summer.
- 01Booking, attendance and membership write-back into the platform you already run, with the source recorded.
- 02Your platform stays the timetable and the ledger. We write into it; we don't replace it.
- 03Card details never enter a message log or a call transcript, and payment stays inside your platform or gateway.
Fire, medical and security go to a person, always. Reviews are never auto-posted. Card numbers never touch a transcript.
A guest desk sits under rules that don't bend for software: a safety call is answered by a human, a review reply carries your name and is approved by you, payment data stays in your PMS or POS and never in a message log, and rate parity, overbooking walks and chargebacks are decisions a person owns. So every build starts with a one-page map of what the system answers, what it only proposes, and where a person is woken.
What follows is simple to state, and we put it in writing. Safety triggers are a short list you write and the first thing we test. Review-reply drafts queue for your approval and nothing posts on its own. Consent is captured before a guest or member is messaged. And every automated touch is logged so you can read what was said to a guest, and when.
- 01Fire, medical, security and any guest-safety call reach a person before the caller finishes the sentence.
- 02Review replies drafted, never posted; rate parity, walks and chargebacks stay human.
- 03Nothing about a member's health, injury or training is decided by software, and consent is captured before a member is messaged.
“They will treat your vision like their own and build it that way.”
Ron Klabunde · Founder, SmartREI ↗
“They really help you understand the problem and deliver solutions in a short time frame.”
Johannes Peter · CEO, TomoDomo Coliving
Some of the systems we have shipped
- AuditFree. We read a week of your enquiry log by hour, your class utilisation by slot and coach, your failed-payment and cancellation rate, and what your booking platform actually exposes. That's the Guest-Journey Audit, and the one-page note is yours either way.
- DiagnoseWe map the path into your PMS, POS or booking system and accounting, and sit at the desk through one check-in wave or one service.
- BuildFixed price from the diagnostic. Tested on your real calls, requests and bookings, under NDA.
- RunMonitoring, a named engineer, and the first two months of maintenance free.
Best fit: a property, restaurant group, studio or operator with a desk that's saturated at peak, more than one location or shift, and a system you've outgrown in places. Not a fit yet: a single-room B&B that needs a booking widget, and we'll say so. You can stop after any stage; the audit note is yours either way.
Before you book
01Do we have to leave Mindbody or Glofox?+
No, and we'd usually argue against it. Your platform holds the timetable, the memberships and the payments, and your members already have it on their phones. What's missing is the layer around it: the enquiry answered while you're teaching, the waitlist that fills the 6pm, the failed card caught early, and the member going quiet who nobody flagged. We build that and leave the platform alone.
02When does a custom build actually beat a gym CRM?+
At the point where your problem is no longer running one site. A packaged platform covers a single studio well and most now bundle some AI follow-up. A custom build starts earning its place when you're rolling up several locations, enforcing one playbook across them, or joining systems no single platform spans. We wrote the full comparison rather than summarising it here.
03Can you integrate with our booking platform?+
To the depth your account and your plan expose, and we confirm which during the audit rather than promising first. Mindbody, Glofox, ABC Fitness or whatever you run are cloud platforms with their own developer programmes, and what you get depends on the modules you're on. Where the connection genuinely stops, we build a reviewed queue your team accepts with one click, so nobody re-keys a booking.
04How do you decide who counts as at risk of leaving?+
By each member's own pattern rather than a blanket rule, because a threshold that fits a five-a-week regular will chase a Saturday-only member for nothing. We score attendance against that member's own history, weight it by how long they've been with you and what they book, and hand your coach a short list. Your coach decides who to call and what to say.
05Can members see their wearable data in our own app?+
Yes, and the engineering that matters is how you handle those APIs failing. HealthKit and Google Fit lose permissions, deliver late and sometimes don't answer at all, so the sync has to retry and reconcile rather than assume one call succeeded. Members stop trusting an app the first time the numbers on their wrist and the numbers on your screen disagree.
06How do you charge, and how does an engagement start?+
Our Guest-Journey Audit is free, and the one-page note is yours whether or not you go further. Where we have to go into an existing codebase to answer a question honestly, a paid two-week diagnostic ends in a fixed price rather than a range. That number is a commitment, not a guess, and you can stop after any stage.
A senior engineer, not a sales rep
Abdul Basit founded Hashlogics in 2017, and the team runs from Lahore with a US LLC. Clients rate the work 5.0 on Clutch, and in 2026 it was named Best AI-Native Software House of the Year at TechNova. Go Real Travel, a personalised European concierge platform, and TomoDomo, a coliving operations platform in Switzerland, are two of the hospitality systems we built and can show you.
Your audit call is with an engineer who has read phone logs by shift, request queues and PMS source reports like yours. Bring last month's numbers if you have them, and we'll work from those.
- NDA before the first conversation.
- No pitch on the call. A note you could hand to another firm.
- Fixed price after the diagnostic, so the number isn't a guess.
More for gyms and studios
- AI, automation and custom software for hospitality →The whole chain across hotels, restaurants, studios, salons and travel, and which page owns each part.
- AI guest desk →The trial enquiry answered while your desk is teaching, and the line after close.
- Operations automation →Waitlists, retention outreach, dunning and renewals that run without a chase.
- Custom fitness software →Booking and billing integration, branded apps, and utilisation by slot and coach.
- Gym CRM vs a custom build →When a packaged platform is the right answer, and the point where it stops being one.
- Salons and spas →The same booking and rebooking chain, where the slot is a chair rather than a class.
- AI agents →The service behind the answering and outreach half of this work.
