The fitness industry is in the middle of a transformation. Expectations are higher than ever — from members who want seamless, personalised experiences, and from operators who need their businesses to run smarter, leaner, and more profitably. At the same time, technology is advancing at lightning speed, presenting both challenges and huge opportunities for gyms of all sizes.
At this year’s AusFitness Industry event in Sydney, our General Manager, Michelle Furniss, led an expert panel that unpacked these themes and explored what the future of smart gym operations really looks like. Together with leaders from across the sector, the conversation focused on connection, automation, and data and how the right use of technology can unlock growth and improve member loyalty.
Why connection matters more than ever
One of the strongest insights to come out of the session was the importance of moving from fragmented systems to connected ecosystems. Too often, gym software is a patchwork of tools that don’t talk to each other, creating duplicated work, wasted time, and member experiences that feel clunky.
A connected ecosystem changes that dynamic. When memberships, payments, operations, sales, and member engagement are integrated, everything flows more smoothly:
- Staff efficiency improves — less time on admin, more time focused on members.
- Member experience becomes seamless — making it easier to join, stay, and engage.
- Owners gain confidence and control — fewer revenue leaks and clearer visibility of business performance.
The big takeaway: connection isn’t about adding more technology. It’s about making the technology you already use work together, so it drives better outcomes for your people and your members.
Cutting through the noise on AI and automation
It’s impossible to talk about technology today without addressing AI. The pace of change is extraordinary, and while it creates incredible opportunities for gyms, it also comes with the risk of distraction. New features are appearing constantly, but as Michelle highlighted, the real question gym owners should be asking is: does this solve a business problem?
If a tool doesn’t save time, simplify operations, or improve the member experience, it’s just noise.
When applied in the right way, automation and AI can:
- Strip out costs by reducing manual admin.
- Speed up processes so your business stays agile.
- Predict behaviour, such as spotting members likely to cancel before they do.
This predictive capability is especially powerful. Acting early to re-engage a member before they leave can mean thousands of dollars saved each year — and more importantly, members who feel valued and supported. Automation also frees up staff to focus on what really matters: human connection and community.
Data as the foundation for growth
While AI helps gyms act faster, connected data gives the confidence to act smarter. When systems are integrated, owners gain a complete picture of how their business is performing — from daily operations to long-term trends that influence retention and revenue.
This opens up new opportunities to:
- Spot risks such as churn, underperforming services, or revenue leaks.
- Identify growth areas like launching new programs, upselling higher-value services, or expanding into new markets.
- Make decisions with confidence rather than guesswork.
Data-driven insights allow gyms to move beyond “gut feel” and instead base their growth strategies on real evidence. In a competitive market, that’s a game-changer.
Industry voices on the future of fitness
Michelle brought these ideas to life by leading a panel of respected industry leaders:
- Phil Goodwin, Co-Founder, KulaOS and BodyMindLife
- Tahnee Donkin, National Fitness Manager, Genesis Fitness
- Sam Waller, Owner and National Franchisor, Stepz Fitness
- Anne-Sophie Palmer, Chief Operating Officer, BUMP Health & Fitness
The panellists shared candid insights into what’s working today, the ROI they’re seeing from different technology investments, and the common pitfalls gyms should avoid. They also looked ahead, discussing the emerging trends — from smarter use of automation to digital tools that build stronger communities — that will shape the industry in the next five years.
The discussion wrapped with a reminder that the connected gym of tomorrow isn’t about chasing every new technology. It’s about choosing the right tools, making sure they work together, and keeping the focus on people. That’s how gyms will continue to grow, retain members, and thrive in an increasingly digital world.
by Xplor
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First published: 23 September 2025
Written by: Xplor