--- title: [Video] Using Software to Engage the Modern Fitness Consumer description: Learn how to engage the modern fitness customer with strategic automation from a panel of industry experts. image: https://www.club-os.com/hubfs/blog%20featured%20image.png --- [![ClubOS](https://www.club-os.com/hubfs/Branding/clubos_logo_primary_header.svg)](https://www.club-os.com) Platform Software Features Why ClubOS Business Types Software Features - [Gym CRM](https://www.club-os.com/features/gym-marketing-software/) - [Member Management](https://www.club-os.com/features/gym-sign-up-software/) - [Payment Processing](https://www.club-os.com/features/gym-payment-software/) - [Scheduling](https://www.club-os.com/features/gym-scheduling-software/) - [Point of Sale](https://www.club-os.com/features/gym-pos-system/) - [Mobile App](https://www.club-os.com/features/gym-membership-app/) - [Branded Member App](https://www.club-os.com/features/branded-member-app/) - [Analytics/Reporting](https://www.club-os.com/features/gym-analytics-software/) Why ClubOS - [All In One Club Management](https://www.club-os.com/features/all-in-one-club-management-software/) - [Seamless Integrations](https://www.club-os.com/features/gym-integration-software/) Empowering you to do it all, All in One. [Book a Demo](https://www.club-os.com/book-a-demo) Business Types - [Fitness Clubs](https://www.club-os.com/solutions/fitness-club-management-software/) - [Martial Arts](https://www.club-os.com/solutions/martial-arts-software/) - [Gym Chains](https://www.club-os.com/solutions/management-software-gym-chains/) - [Health Clubs](https://www.club-os.com/solutions/health-club-management-software/) - [Personal Trainer](https://www.club-os.com/solutions/personal-trainer-software/) Chain, club, or studio - we have you covered. [Book a Demo](https://www.club-os.com/book-a-demo) [Plans](https://www.club-os.com/plans) [Resources](https://www.club-os.com/resource-center) Company [About ClubOS](https://www.club-os.com/about-clubos) [Careers](https://talentmanagementsolution.wd3.myworkdayjobs.com/en-US/JonasSoftwareUSA?q=clubos) [Contact Us](https://www.club-os.com/contact-clubos) We'll keep you focused on what you do best. [Book a Demo](https://www.club-os.com/book-a-demo) [ASF Payment Solutions](https://www.club-os.com/asf-payment-solutions/) [LOG IN](https://app.club-os.com/) [Support](https://www.club-os.com/support) [Book a Demo](https://www.club-os.com/book-a-demo) × **Interested in how Club OS could maximize your revenue?** Let’s talk. Fill out the form below and we will be in touch shortly. By submitting this form you confirm you have read and agree to the Club OS [Privacy Policy.](https://app.club-os.com/action/Legal/privacy) . [Blog](https://www.club-os.com/blog) [Resource Center](https://www.club-os.com/resource-center) [Help Center](https://knowledge.club-os.com/) [ ‹ All Posts](https://www.club-os.com/) # [Video] Using Software to Engage the Modern Fitness Consumer Posted by [Club OS](https://www.club-os.com/blog/author/club-os) on Dec 20, 2023 12:28:10 AM As part of  [DISRUPT 2023](https://athletechnews.brandlive.com/Disrupt-2023/en), Athletech News facilitated a panel moderated by Sarah Pellegrino, Host of the  [Value Proposition](https://fitnessbusinesspodcast.com/category/the-value-proposition/)  for The Fitness Business Podcast, and featuring Nick Hahn, vice president of product for  [Club OS](https://www.club-os.com/)  & ASF, and Jarrod Saracco, president & founder of  [Health Club Doctor](https://www.healthclubdoctor.com/), to dive into these topics and help operators understand how to meet the needs of the modern fitness consumer – and your facility – through automation. Gyms and studios must leverage digital marketing tools and automation features to be successful in the modern era  This article is part of ATN’s  [DISRUPT 2023](https://athletechnews.brandlive.com/Disrupt-2023/en)  video series, which features key conversations with executives from the most successful brands in fitness and wellness. To watch more videos, click [here](https://athletechnews.brandlive.com/Disrupt-2023/en) These days, if fitness facilities don’t automate consumer engagement and marketing they will be left behind. That much is clear. But it’s not enough to simply set up a text or phone call cadence and some all-purpose messaging and call it a day. Not by a long shot.    On the marketing end, obtaining useful data, and then synthesizing and utilizing it appropriately is where the rubber meets the road. Understanding the nuances of the numbers and using them to your advantage and toward meeting your audiences’ needs is marketing 101. This sounds obvious, but if you don’t have the right platform or the right support, this piece can become convoluted, making your automation investment a waste of money and time. ## **Know Your Audience ** ![ClubOS | Headshot of Nick Hahn, Club OS VP of Product](https://www.club-os.com/hs-fs/hubfs/Headshot%20of%20Nick%20Hahn%2c%20Club%20OS%20VP%20of%20Product.jpg?width=372&height=372&name=Headshot%20of%20Nick%20Hahn%2c%20Club%20OS%20VP%20of%20Product.jpg)When it comes to communication, it must be personalized and customized to the recipient. This encompasses not only the messaging itself but the means used to facilitate it.   “Generation Z and Millennials make up 75% of gym members, and this demographic works off of their phone at all times,” Hahn said. “You must communicate with this group via text, and offer them the ability to schedule classes, training sessions and conduct any engagement with your facility via their mobile devices.”   Clubs must also [categorize communication](https://athletechnews.com/how-gyms-can-win-back-old-members-with-club-os/) differently between new members, existing members, and alumni.  “There is a whole different set of communication needs that a new member has and it’s nearly impossible to communicate with them without automation,” Hahn noted. “You must be able to track and understand their action within the facility – what classes they take, what items they purchase, what smoothies they consume, etc. – so you can personalize their journey and move them from a new member to a member who has incorporated you into their lifestyle.”  “Conversely, less is more when it comes to alumns,” Hahn cautions. “These folks know your brand and what you offer and have either moved on because of a lifestyle change or because they are dissatisfied. Providing them well-spaced updates to let them know what’s new or different since they’ve last been there is the best approach,” he says. Saracco agrees, saying, “Messaging must stem from who you are as a facility, and then address the unique needs of the specific consumer.” ## **The Must-Haves** ![ClubOS | Headshot of Jarrod Saracco, Founder of Health Club Doctor](https://www.club-os.com/hs-fs/hubfs/Headshot%20of%20Jarrod%20Saracco%2c%20Founder%20of%20Health%20Club%20Doctor.jpg?width=372&height=372&name=Headshot%20of%20Jarrod%20Saracco%2c%20Founder%20of%20Health%20Club%20Doctor.jpg)When asked what software features are most important, Saracco first points to customization. “Every business is different. I want a system that can be set up based on my needs, not the needs of the facility down the street, or the huge club chain that operates completely differently than I do,” he said.  “Also important is versatility,” he notes. “The system must be able to communicate with different audience groups, as we’ve talked about, and it must have the ability to integrate with my other marketing items such as email newsletters.” “My other priorities are support and training. I’m not going to partner with a company that leaves me to figure it out on my own,” Saracco adds. ## Navigating the Numbers  Getting lost in the reports or making business decisions in a vacuum is a common pitfall that operators may need help avoiding.   “The numbers can lie,” Hann says. “Meaning they can tell whatever story you want to hear, so it’s important to look at numbers within context.” He gives closing rates as an example. “If you don’t hit your desired number here, maybe your appointment bookings are down. For every measure you need to look at the counter-measure to understand the whole story and decide on the best actions to take.”  “My favorite example of this is cancellations,” says Saracco. “An owner or operator may panic over 100 cancellations, but out of that 100, there are people who have moved, passed away, changed their lifestyle, etc. A good software partner will work with you to determine what’s important to track, and how to holistically dig into the numbers to uncover meaningful insights.”  In the end, Saracco says a tech partner should truly act as an extension of the business and understand its operations.   “I want certain KPIs tracked that may be different than other gyms’ KPIs,” he says. “I want flexibility in the system to completely align with my business. And I want ongoing support. That’s why I chose Club OS and ASF. They understand the uniqueness of my business and my needs and partner with me accordingly.”   Related article:[ How Gyms Can Leverage Technology to Increase Per-Member Revenue](https://blog.club-os.com/how-gyms-can-leverage-technology-to-increase-per-member-revenue) ### Subscribe to Email Updates [![](https://www.club-os.com/hs-fs/hubfs/learn-more-icons.png?width=290&name=learn-more-icons.png)](https://info.club-os.com/learn-more-about-club-os) ### Recent Posts ### Posts by Topic - [Marketing (53)](https://www.club-os.com/blog/tag/marketing) - [Sales (48)](https://www.club-os.com/blog/tag/sales) - [Retention (32)](https://www.club-os.com/blog/tag/retention) - [Fitness Business Tips (24)](https://www.club-os.com/blog/tag/fitness-business-tips) - [Members (14)](https://www.club-os.com/blog/tag/members) - [Five-by-Fives (12)](https://www.club-os.com/blog/tag/five-by-fives) - [Insider (10)](https://www.club-os.com/blog/tag/insider) - [Owners (10)](https://www.club-os.com/blog/tag/owners) - [club-os (9)](https://www.club-os.com/blog/tag/club-os) - [gym membership (7)](https://www.club-os.com/blog/tag/gym-membership) - [Gyms (6)](https://www.club-os.com/blog/tag/gyms) - [fitness (5)](https://www.club-os.com/blog/tag/fitness) - [group fitness (4)](https://www.club-os.com/blog/tag/group-fitness) - [leads (4)](https://www.club-os.com/blog/tag/leads) - [Fitness Marketing Tips (3)](https://www.club-os.com/blog/tag/fitness-marketing-tips) - [club management software (3)](https://www.club-os.com/blog/tag/club-management-software) - [crm (3)](https://www.club-os.com/blog/tag/crm) - [facebook (3)](https://www.club-os.com/blog/tag/facebook) - [fitness sales (3)](https://www.club-os.com/blog/tag/fitness-sales) - [gym membership sales (3)](https://www.club-os.com/blog/tag/gym-membership-sales) - [gym sales (3)](https://www.club-os.com/blog/tag/gym-sales) - [prospect (3)](https://www.club-os.com/blog/tag/prospect) - [qualified leads (3)](https://www.club-os.com/blog/tag/qualified-leads) - [Gym Marketing Tips (2)](https://www.club-os.com/blog/tag/gym-marketing-tips) - [Gym Sales Tips (2)](https://www.club-os.com/blog/tag/gym-sales-tips) - [holiday savings (2)](https://www.club-os.com/blog/tag/holiday-savings) - [how to engage prospects (2)](https://www.club-os.com/blog/tag/how-to-engage-prospects) - [increase gym revenue (2)](https://www.club-os.com/blog/tag/increase-gym-revenue) - [marketing ideas for gym memberships (2)](https://www.club-os.com/blog/tag/marketing-ideas-for-gym-memberships) - [membership (2)](https://www.club-os.com/blog/tag/membership) - [quotas (2)](https://www.club-os.com/blog/tag/quotas) - [referral program (2)](https://www.club-os.com/blog/tag/referral-program) - [sales team (2)](https://www.club-os.com/blog/tag/sales-team) - [B2B (1)](https://www.club-os.com/blog/tag/b2b) - [Cancelled Gym Member Tips (1)](https://www.club-os.com/blog/tag/cancelled-gym-member-tips) - [Direct Mail Campaigns (1)](https://www.club-os.com/blog/tag/direct-mail-campaigns) - [Google Ranking Tips (1)](https://www.club-os.com/blog/tag/google-ranking-tips) - [Gym Advertising (1)](https://www.club-os.com/blog/tag/gym-advertising) - [Gym Photography Tips (1)](https://www.club-os.com/blog/tag/gym-photography-tips) - [Gym Websites (1)](https://www.club-os.com/blog/tag/gym-websites) - [HIIT (1)](https://www.club-os.com/blog/tag/hiit) - [Paid Ads (1)](https://www.club-os.com/blog/tag/paid-ads) - [Podcasts for Gym Owners (1)](https://www.club-os.com/blog/tag/podcasts-for-gym-owners) - [Sales Competition Ideas (1)](https://www.club-os.com/blog/tag/sales-competition-ideas) - [Top Fitness Podcasts (1)](https://www.club-os.com/blog/tag/top-fitness-podcasts) - [abandoned cart (1)](https://www.club-os.com/blog/tag/abandoned-cart) - [abandoned cart email (1)](https://www.club-os.com/blog/tag/abandoned-cart-email) - [analytics (1)](https://www.club-os.com/blog/tag/analytics) - [automation (1)](https://www.club-os.com/blog/tag/automation) - [black friday (1)](https://www.club-os.com/blog/tag/black-friday) - [black friday marketing tactics (1)](https://www.club-os.com/blog/tag/black-friday-marketing-tactics) - [calories (1)](https://www.club-os.com/blog/tag/calories) - [check in (1)](https://www.club-os.com/blog/tag/check-in) - [club solutions (1)](https://www.club-os.com/blog/tag/club-solutions) - [combat classes (1)](https://www.club-os.com/blog/tag/combat-classes) - [consumers (1)](https://www.club-os.com/blog/tag/consumers) - [customer relationship management software (1)](https://www.club-os.com/blog/tag/customer-relationship-management-software) - [dance cardio (1)](https://www.club-os.com/blog/tag/dance-cardio) - [e-commerce (1)](https://www.club-os.com/blog/tag/e-commerce) - [email marketing (1)](https://www.club-os.com/blog/tag/email-marketing) - [experience (1)](https://www.club-os.com/blog/tag/experience) - [fitness community (1)](https://www.club-os.com/blog/tag/fitness-community) - [gym (1)](https://www.club-os.com/blog/tag/gym) - [gym membership referall program (1)](https://www.club-os.com/blog/tag/gym-membership-referall-program) - [gym promotion ideas (1)](https://www.club-os.com/blog/tag/gym-promotion-ideas) - [gym retention (1)](https://www.club-os.com/blog/tag/gym-retention) - [holiday marketing campaigns (1)](https://www.club-os.com/blog/tag/holiday-marketing-campaigns) - [how to increase gym memberships (1)](https://www.club-os.com/blog/tag/how-to-increase-gym-memberships) - [implementation (1)](https://www.club-os.com/blog/tag/implementation) - [impressions (1)](https://www.club-os.com/blog/tag/impressions) - [increase gym sales (1)](https://www.club-os.com/blog/tag/increase-gym-sales) - [insights (1)](https://www.club-os.com/blog/tag/insights) - [interview (1)](https://www.club-os.com/blog/tag/interview) - [key account manager (1)](https://www.club-os.com/blog/tag/key-account-manager) - [kristen coy (1)](https://www.club-os.com/blog/tag/kristen-coy) - [latest workout craze (1)](https://www.club-os.com/blog/tag/latest-workout-craze) - [lead nuturing (1)](https://www.club-os.com/blog/tag/lead-nuturing) - [leads aren't interested (1)](https://www.club-os.com/blog/tag/leads-arent-interested) - [logo (1)](https://www.club-os.com/blog/tag/logo) - [lost customers (1)](https://www.club-os.com/blog/tag/lost-customers) - [marketing strategies (1)](https://www.club-os.com/blog/tag/marketing-strategies) - [monthly challenge (1)](https://www.club-os.com/blog/tag/monthly-challenge) - [motivation (1)](https://www.club-os.com/blog/tag/motivation) - [new year (1)](https://www.club-os.com/blog/tag/new-year) - [nutrition (1)](https://www.club-os.com/blog/tag/nutrition) - [online shopping (1)](https://www.club-os.com/blog/tag/online-shopping) - [personal trainer (1)](https://www.club-os.com/blog/tag/personal-trainer) - [personal training (1)](https://www.club-os.com/blog/tag/personal-training) - [pop-ups (1)](https://www.club-os.com/blog/tag/pop-ups) - [pound (1)](https://www.club-os.com/blog/tag/pound) - [product manager (1)](https://www.club-os.com/blog/tag/product-manager) - [prospect engagement (1)](https://www.club-os.com/blog/tag/prospect-engagement) - [prospect engagement strategy (1)](https://www.club-os.com/blog/tag/prospect-engagement-strategy) - [referral (1)](https://www.club-os.com/blog/tag/referral) - [retain (1)](https://www.club-os.com/blog/tag/retain) - [revenue (1)](https://www.club-os.com/blog/tag/revenue) - [sales engagement strategy (1)](https://www.club-os.com/blog/tag/sales-engagement-strategy) - [sales pipeline (1)](https://www.club-os.com/blog/tag/sales-pipeline) - [sales team efficiency (1)](https://www.club-os.com/blog/tag/sales-team-efficiency) - [salon (1)](https://www.club-os.com/blog/tag/salon) - [scripts (1)](https://www.club-os.com/blog/tag/scripts) - [smoothies (1)](https://www.club-os.com/blog/tag/smoothies) - [software (1)](https://www.club-os.com/blog/tag/software) - [software industry (1)](https://www.club-os.com/blog/tag/software-industry) - [software vendors (1)](https://www.club-os.com/blog/tag/software-vendors) - [top of funnel (1)](https://www.club-os.com/blog/tag/top-of-funnel) - [vida fitness (1)](https://www.club-os.com/blog/tag/vida-fitness) - [wellness (1)](https://www.club-os.com/blog/tag/wellness) - [workflow (1)](https://www.club-os.com/blog/tag/workflow) - [workout trends (1)](https://www.club-os.com/blog/tag/workout-trends) - [● gym membership referral program (1)](https://www.club-os.com/blog/tag/gym-membership-referral-program) - [● marketing black friday deals (1)](https://www.club-os.com/blog/tag/marketing-black-friday-deals) [see all](https://www.club-os.com/blog/using-software-to-engage-the-modern-fitness-consumer-with-club-os-disrupt#) [![ClubOS](https://www.club-os.com/hubfs/Branding/clubos_logo_primary_footer.svg)](https://www.club-os.com) [LinkedIn](https://www.linkedin.com/company/club-os) [Instagram](https://www.instagram.com/club.os/)[Facebook](https://www.facebook.com/ClubOS1) ![visa compliance badge](https://www.club-os.com/hubfs/ServiceProviderBadge.png) [VISIT OUR HELP CENTER](https://knowledge.club-os.com/) [CONTACT SUPPORT](https://www.club-os.com/support) © 2026 Technique Fitness, Inc. [Contact Us](https://www.club-os.com/contact-clubos) [Privacy Policy](https://www.club-os.com/privacy) [Terms of Use](https://www.club-os.com/master-terms) [Canada Code of Conduct](https://www.club-os.com/canadian-code-of-conduct-complaint) [Terms of Service (ASF Canada)](https://www.club-os.com/terms-of-service-canada) [Terms of Service (ASF US)](https://www.club-os.com/terms-of-service-us) [Terms of Service (ASF Mobile)](https://www.club-os.com/termsofservice-mobile) [Terms of Use (ASF Mobile)](https://www.club-os.com/mobile-terms-of-use-asf) [Sub Merchant Agreement (ASF Canada)](https://www.club-os.com/asf-sub-merchant-agreement-canada) [Sub Merchant Agreement (ASF US)](https://www.club-os.com/asf-sub-merchant-agreement-usa) [Sub Merchant Agreement For Contractors (ASF Canada)](https://www.club-os.com/merchant-services-agreement-for-sub-contractors-canada) [Sub Merchant Agreement For Contractors (ASF US)](https://www.club-os.com/merchant-services-agreement-for-sub-merchants-us) ```json { "@context" : "https://schema.org", "@type" : "Corporation", "logo" : "https://www.club-os.com/hubfs/Website%20Images/logo-black.png", "name" : "ClubOS", "url" : "https://www.club-os.com/" } ```