For gyms and studios
Coaching software for gyms and studios with a team
Coaches come and go. Your clients shouldn't feel it. FitFocus gives the whole team one workspace, one branded app and one client list, and the records belong to the gym.
The fixes
Built for the way gym owners work
Every coach on your team uses a different app
One coach is on one app, another is on a different one, another's still on spreadsheets. Members get a different experience depending on who they train with, your brand dissolves across logos that aren't yours, and the gym that built the relationship is invisible in it.
When a coach quits, your members walk out the door with them
Accounts are in the coach's name, so onboarding means sharing logins and copying templates by hand, and offboarding means client data leaves with the coach. No gym should be one resignation letter away from losing the members it paid to acquire.
Coaching revenue is a black box you can't manage
Who's billing what? Which coach's clients are retaining? Which service line is growing? If each coach runs their own stack, you see gym memberships clearly and your fastest-growing revenue line not at all, which means you can't grow what you can't measure.
Programming standards slip the moment the team grows past three coaches
You have a house methodology. New coaches rewrite it. Clients of Coach A get one warm-up, Coach B does something different, and the gym's coaching quality becomes a function of who's on shift.
The member-facing app is nobody's
Members pay your gym. They train with your coaches. Then they download an app with someone else's name on the icon. The experience should be one brand, end to end, including the phone app.
What matters most
The capabilities you'll actually use
In-App Messaging
Private and group chats with voice notes, video and files, inside your branded app. Get coaching chat out of WhatsApp. Book a demo.
Learn moreProgram Builder
Build training programs from templates, set progression for load, RPE and %1RM, and see prescribed against logged. Book a demo of the FitFocus builder.
Learn moreWhite-Label Client App
Your own coaching app in the App Store and Google Play, with your name, icon and colours. Clients train, eat, check in and message in it. Book a demo.
Learn moreScheduling and Booking
Clients self-book from your available hours, checked against Google Calendar, with reminders, group sessions and paid sessions. Book a demo of FitFocus.
Learn moreLeads and CRM
Enquiries from your website land as leads, with a pipeline of your own stages and a reminder for every follow-up. Convert with a booking or payment link.
Learn moreWebsites
Your website on your own domain, run from FitFocus, with your enquiry form built in and the privacy and terms pages your app links to. Book a demo.
Learn moreAutomations
Follow-ups and client journeys that run on their own, built on the leads, bookings and payments already in FitFocus. Book a demo of automations.
Learn moreCoaches on FitFocus
Coaches who run their business on it
FitFocus has saved us so much time and effort managing all of our athletes. The platform is incredibly user-friendly, our athletes love the app, and the team has been amazing to work with.
Melissa Wu
Gym owner & 5x Olympian · HRDKAW Strength
How to run a gym's coaching arm like a real business
Most gyms treat coaching as a revenue line that each coach operates independently. It works, until the coaching arm becomes 40% of the business and the owner realises they have no visibility, no continuity, and no brand coherence across what members actually experience. The coaches own the tools, the tools own the data, and the gym is one resignation letter away from losing client records.
The trigger is almost always the same. A coach fills up, the calendar fills up, and the coaching line stops growing no matter how many enquiries the gym sends its way. That is a supply constraint rather than a marketing one, and the model for planning delivery capacity across every coach and service is set out in our guide to capacity planning for a coaching business. The four ways out of the constraint are covered in our guide to the coaching business growth ceiling. When the trigger is a full coach rather than a full gym, the question is whether a second hire pays for itself, and when it does, which is the subject of our guide to when to hire a second coach. Once the hire is made, the next question is how to pay a coach without giving away the business, which is the subject of our guide to how to pay coaches. Once the team has a pay structure, the question becomes whether each coach is actually working, which is the subject of our guide to revenue per coach. And underneath the hires and the pay structures sits a change in the owner's own role, from practitioner to operator, which is the subject of our guide to moving from practitioner to operator. Once the team is running, the weekly cadence that keeps it aligned without the owner in every conversation is the subject of our guide to the operating system for a coaching business.
The gyms that turn coaching into a durable second business do three things early. They pick one platform for the whole team, so every member gets the same experience regardless of who trains them. They publish a shared programming library, so the house methodology is in the software not just in someone's head. And they put the gym's brand on the member-facing app, because the phone icon is the most-seen touchpoint in the whole relationship.
The test for whether any of this is real is simple. If the owner took two weeks off, what would break? The owner-dependency test walks through the ten things that break first in a coaching business and what each one needs, and it is the fastest way to see whether the coaching arm runs on the team or on the owner.
FitFocus is built for that operating model. One workspace for the gym. Coaches are provisioned by the owner, billed on one invoice, and operate inside shared templates, a shared client roster, and a single branded client app.
FAQ
Common questions
Two: Admin and Coach. Admins look after the workspace and coaches coach. Every client has an assigned coach, so it's clear who looks after whom.
No. Coaches in a workspace share the client list, which is what lets someone cover a session or answer a message when a colleague is away. The assigned coach on each client shows who owns the relationship.
Remove them from the workspace. Their clients' records stay with the gym, including programs, check-ins and messages. Assign those clients to another coach and nothing has to be rebuilt.
The gym. There's one app under the business's name, icon and colours, and every client uses it whoever coaches them.
The coach dashboard shows active clients, sessions, completion and the clients flagged for attention. Client payments land in the gym's own Stripe account through Stripe Connect.
It's a few hundred US dollars a month, billed annually on a 12-month term. There's one plan with every feature and unlimited clients, and no per-client fees. We give you the exact price on the demo call.
See FitFocus set up the way you coach
We'll show you the app your clients would download and the coach side behind it, using the kind of clients you actually have. You'll get the exact price on the call.