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Gym software is a hotter topic than programming.
If you haven’t downloaded the Gym Software Comparison Chart, click here.
Since most gym owners are first-time entrepreneurs, they rely heavily on software to handle complicated (and boring) tasks like billing, payments, reminders and registration. I remember using a big paper scheduler to manage my clients in 2003; compared to the manual method, every piece of software on this list is a miracle of innovation.
Surprisingly, few owners seem to try more than one software package before deciding which to use. As you’ll read, most choose based on the recommendation of other gym owners–even though that experience is probably limited, too.
Here’s the foundation of what booking/billing software should do:
1. Automate the billing cycle.
2. Automate the appointment/class registration process for clients.
3. Eliminate the need for the owner to ask a client for payment.
4. Allow new clients to sign up for services online.
5. Remind clients of their appointments.
6. Allow coaches to manage their own schedules.
7. Make payroll simple.
These are the same needs we had a decade ago. As you’ll read, some software providers still struggle to get these right.
Here’s the foundation of what workout tracking software should do:
1. Record WOD scores.
2. Encourage users to enter scores themselves.
3. Track performance gym-wide and each user specifically.
4. Identify trends in performance.
5. Provide feedback on which to base future programming.
6. Provide an easy way for gym owners to give “bright spots” and celebrate “podiums” on social media. This isn’t foundational, but it IS 2015. C’mon.
And here are the intangibles:
1. Improve retention. Many claim their software will keep your clients more engaged. Since there’s no way to measure the claim objectively (your clients don’t try other software to check,) it’s not a valid argument.
2. The software should MAKE the gym money. Some of the best research on consumer purchase behavior online comes from Amazon. They’ve trademarked “one-click ordering” for a reason. Picture this: a middle-aged divorcee is sitting on her couch on Friday night. She’s just eaten a pint of ice cream. Her Facebook friends are posting pictures of themselves drinking wine and dancing. She’s emotionally driven to lose weight; she searches for local gyms, and finds your site. Can she click a link to book a consultation on the spot? Preparation (the software) plus opportunity (timing) equals good business.
The Spectrum of Pros and Cons
As you’ll read, most pieces of software will have an equal number of raves and complaints from its users. Look closely at the nature of each. For example:
“They lost my money and it took two months to sort it out” vs “I don’t like the way the Facebook auto-posts look when a member hits a PR.” aren’t equitable. Features are irrelevant if the core functionality isn’t good.
I listed the “foundational” traits above; these should be the non-negotiables. “Easy for my clients to use” is meaningless if the software doesn’t BILL clients or transfer funds on time. If the software makes billing HARDER, or can’t handle scheduling at all, it’s self-defeating. Don’t use it. If the software loses your money, make sure it’s not your fault (in my case, it’s usually my fault) and then switch immediately.
Luckily, there are many options from which to choose. I don’t use them all. My perspective comes from mentoring clients who do: I know which clients can tell me their gross revenues easily; which can’t add a Personal Training stream of revenue because their software stops them; which aren’t using the software to its full potential; and which rely too heavily on the software to “sell” their services.
I’ll review only the “big three” here, because my experience with the others is dated. I demo each every year to stay current, but since the majority of 321GoProject clients use MBO, ZP or Wodify, I’ll limit my reviews to them.
A word on the other, smaller platforms:
It’s not YOUR job to help them improve. “They’re really responsive to my needs” is great…but that doesn’t help your gym. If they’re great at “fixing problems,” it begs the question: why do they have problems, and why are you paying while the problems are fixed?
“The owner himself called me right away” means the owner is building the software in his spare time. As he adds subscribers, this won’t happen anymore. What then?
If you’re beta-testing a new system, great. Use another system while this one is developed, and DON’T pay to beta-test. Don’t accept “workarounds.”
Finally, don’t take the lowest-priced option. Take the BEST option.
Wodify
Wodify is the first software that can brag about brand recognition with MEMBERS. My sister started CrossFit a year ago after I took her to Regionals to watch. She came on vacation with my family a month ago. She’s a born skeptic, but one of the first things she said to me was, “Do you use Wodify?”
That’s like going to a bookstore and asking, “Are you using Quickbooks?” at checkout. You wouldn’t ask, because you don’t care. Wodify makes people care. That’s huge.
On the other hand, a new mentoring client spent quite a while on the phone with Wodify to determine a specific metric: how often does the average person come to class at my gym? After a short time in the Academy, where he learned about the metrics he SHOULD be tracking, there is definite room for improvement in their reporting.
MindBody Online
I started with MindBody in 2007, and I’d like to quit. Every year, I take a tour of other platforms. I really WANT them to be better. But on the booking/billing end, they’re not.
The principal complaint from most former users of MBO is: “It’s too hard to use.” MindBody seems to be making improvements; new users will probably find it easy to learn. However, longtime users are never notified about these updates, and my staff sometimes spends hours relearning the improved version.
WOD tracking is nonexistent. Their attempt last year with “TotalWOD” was abysmal (they even spelled “exercise” wrong on their rollout page.) MBO has a massive opportunity: acquire a small-but-promising tracking system like SocialWOD or SugarWod, and instantly pull far away from all challengers. But I’m not sure they care enough about the CrossFit market to make the move. And I told a group of potential MBO investors the same thing last week.
Why don’t I leave MBO? The software makes me money. Every time I send out a newsletter, I embed links to sign up for No-Sweat Intros, specialty programs or other services. The links usually result in $400-800 in sales within an hour or two. MBO makes this simple; with most other systems, it’s not even possible.
A final note: MBO integrates with banks through auto debit. MOST systems–especially the smaller ones–force gym owners to collect credit cards instead of voided checks. This means a transaction fee of 2-3% every time, which would cost me almost $1800/month more than I pay with MBO. Worse, some software platforms don’t appear to know the difference, or take a cut of the merchant processing fee for themselves.
ZenPlanner
I took my last tour of ZP in December 2014. I was very motivated to sign up. The functionality of ZP is close to MindBody, and their new WOD tracking should have made ZP unassailable.
The tour was exciting. But warning bells went off when the rep mentioned features that were “in development” or “coming soon.” I refuse to pay NOW for a service I can’t use NOW.
ZP offered us a free month to demo their product. Being busy, I dug in my heels…but the sales-funnel emails started right away. I asked the rep to stop them; she tried, and couldn’t turn them off. Sales funnels were effective years ago; now they’re just annoying. People know when they’re being “processed.” The inability to turn off an annoying email sequence scared the heck out of me. 12 months later, I’m still with MBO.
The solidity and experience of Wodify, MBO and ZP is reassuring, but comes with a downside: specific requests to improve the software probably won’t be heeded quickly. In my case, MBO actually asked for help in 2013, but didn’t want to make things easier for CrossFit gyms. By contrast, Wodify and ZP seem dedicated to helping. Their sales staff both DO CrossFit, which is pretty important. But MBO sits on a massive opportunity if they care enough to take it.
There’s NO perfect software. As the owner of one platform told me last July, “We built X based on what gym owners WANT, not what they need.” It’s a smart way to market their product, but it’s not the best option for you.
What IS the best option?
1. Try them all. If you can’t try them all, choose two of the “Big Three” and maybe one other.
2. Ask people who have used more than one system. “I use X and my members love it” is nice to hear, but not helpful.
3. Don’t be swayed by complexity. You can learn anything.
Finally, keep in mind that it’s VERY hard to change systems. Almost 70% of responders said they’d switch systems if it was easy; that’s very telling. But changing systems will be painful for you and your clients. You’re probably making a five-year commitment, whether you sign a contract or not. Weigh the user feedback in this survey against your own trial, do the math and don’t second-guess your decision later.