Virtually all fitness centres use software for gym to manage their day-to-day business activities while managers often do not take utmost advantage of abilities provided by these applications to retain best clients and attract prospective customers. Gym software products usually feature functionality borrowed from customer relationship management (CRM) systems while applications that are more sophisticated can embed modules typically used in enterprise resource planning. Thus, managers of sports centres can benefit from functionality designed not only to assess existing best customers but also to provide better service and retain these clients by tailoring the services to fit the particular requirements of their clientele.

Obviously, gym software helps fitness centres reduce costs and run their business in a more efficient and effective fashion, automating various tasks that are usually performed manually by employees and providing tools to evaluate overall customer satisfaction. A core analytical module, embed in decent gym software, would enable managers to keep track on all customer actions and preferences, allowing marketing specialists to identify not only the best customers but also to have a good idea which services offer higher return and effectively assess occupancy of a fitness centre.

An integrated module that features a detailed and complete knowledge base covering preferences, exercise schedules, billing details, etc. of all and every customer can prove a precious tool in the process of retaining the most valuable customers of a fitness centre. Both small gyms and large chains of sports centres are required to keep track and analyse customer behaviour in order to enhance their services and secure constant flow of new clients. However, every strategy to identify and attract new customers should be based on a working business plan that pays attention to existing customers and their preferences. Thus, all details from billing, to marketing, to sales processes should be analysed using carefully selected gym software.

To achieve these goals, a gym manger does not need a sophisticated software platform; software vendors provide straightforward solutions that can accomplish all the tasks related to retaining best clients through easy-to-use software featuring steep learning curve that does not require in-depth knowledge of specialised applications. User-friendly interface does not weaken the ability of such software to perform complex tasks and analyse customer behaviour and preferences in order to provide better service to exacting customers.

Customers and gym employees have to communicate effectively when the matter in hand is to provide better service that result in growing customer satisfaction. Therefore, a decent gym software application offers tools to design efficient and targeted marketing campaigns, tailored to offer best possible product at the most affordable price: a quality all customers are looking for. Configurable software solutions can be configured to track specific details related to customer behaviour thus enabling managers to react fast to changes in customer tastes or to identify most demanded services and products on sale.

Some authors claim that freeware applications can be used to successfully retain customers and identify prospect clients. It might be true in the case of a small gym although a handful of freeware software applications are able to provide integrated solutions that cover all aspects of running a fitness centre. Relying on freeware usually requires the use of more than one software product, which complicates daily business activities and decreases overall efficiency. As an alternative, fully functional solutions can replace multiple applications used to deal with various business processes while a number of software vendors provide affordable solutions based on monthly payment schemes.

Retaining best customers could be a tricky undertaking for gyms not equipped with latest technology in the sphere of tracking and analysing customer behaviour. Therefore, by investing in proper software for gym managers get a powerful tool to retain customers, assess and explore new market opportunities.