Inside Elevate 2026: Conversations, Challenges and Opportunities

22nd June 2026 by Jasmin

Inside Elevate 2026: Conversations, Challenges and Opportunities

Ashbourne and Gym Owner Forum Hit Elevate for an incredible (and insightful!) two day conference

Another summer has arrived and another Elevate is over for us here at Ashbourne.

And the 2026 outing proved exactly why Elevate has become one of the must-attend events in the UK Fitness Industry’s calendar. Fittingly for Elevate’s tenth anniversary, the ExCeL floor in London this year didn’t feel like just a trade show, it was a demonstration that our industry is now pushing back against the challenges of this economic landscape. Whether it was the wonderful and creative stands, the fantastic atmosphere or, of course, the incredible attendees from all over our talented sector, it was a pleasure.

The creativity on display was fantastic, not (just) because it was decorative, but because it reflected the innovator operators and businesspeople who have thought carefully about what they stand for and what they have to offer. From beginning to end, Elevate 2026 was a great display of enthusiasm, innovation, and professionalism.

Over the course of two full days, we here at Ashbourne, alongside our partners over at the Gym Owner’s Forum, enjoyed everything Elevate 2026 had to offer.

For anyone who wasn’t lucky enough to attend, we will do our best to cover the themes, discussions, and opportunities that defined the event as we believe they are genuinely useful for anyone running a fitness business or active in the sector.

The Challenges Being Talked About

Retention was a prominent topic of conversation across the event.

Anyone who has operated in the fitness industry for any length of time will know it comes up often, and for good reason. This year the conversation focused not only on member retention, but staff retention as well.

There is a lot to celebrate in the fitness industry. We know members are joining gyms and fitness clubs, but we also know they are also leaving, often within the first 90 days.

The question being asked most frequently was not why members leave but what the intervention point actually is and whether gyms have the data to identify it before it happens.

Another topic that has become increasingly relevant since COVID-19 and the Ukraine war was, of course, rising costs. They were discussed with a frankness that would not have been common a few years ago. Energy bills, insurance, staffing and equipment maintenance are all higher than they were even in 2022.

Smaller independent clubs are, unfortunately, absorbing these increases with a smaller financial buffer than their larger competitors. Several operators noted that price increases, while necessary, carry real risk if the value proposition for members is not demonstrably there to justify them.

That leads on nicely to the subject of value, which, buoyed by recent reports stating that member engagement and visitations, alongside penetration rate, are all up. These are accomplishments the industry can be truly proud of, but there was no sense of complacency from this success at Elevate 2026.

Staff Retention

Moving away from member retention, staff retention continues to be more of a structural problem rather than a temporary one as some had hoped.

Qualified fitness professionals are in short supply across the sector, and the gap between what independent clubs can offer in salary and progression versus the chains or the wellness sector is not closing quickly. Retention of good staff was mentioned as frequently as retention of members and it is good that the denizens of the fitness industry are acknowledging this pain point.

From our specific focus on independent gyms, as a company that both runs and partners with independent fitness providers, competition from budget chains, boutique studios and digital fitness products came up repeatedly. Independent fitness business owners are operating in a market where they face pressure from multiple directions simultaneously. To circle back around to value, this means the case for their particular offer has to be clear, consistent and communicated well in order to maximise member acquisition as well as retention.

Redefining Who Gyms Are For

One of the more substantive conversations at Elevate concerned how the industry categorises its members. The consensus emerging is that labels such as “senior/elder” are increasingly unhelpful and counterproductive.

This is something we here at Ashbourne have written about on this very blog when covering the push for more inclusive marketing to attract new members. With not only the ageing population, but the markedly different approach to fitness these current generations are taking.

As such, ageing is being reconsidered not as a demographic to target but as a lifestyle, one that is not particularly interested in being handled differently. Gym owners who have acted on this, removing patronising programme names and designing environments and timetables that do not implicitly separate people by age, are reporting better uptake and higher satisfaction scores.

Another vital issue that was discussed, both on panels and on the floor directly, was in regards to women and the fitness industry. A panel about creating safe environments for women in physical activity helped to highlight important issues regarding barriers to entry, a sense of belonging, and of course, physical safety and comfort in these environments.

It is an uncomfortable topic but that makes it all the more vital that it is discussed and both the panel and the attendees were open-minded, respectful and engaged.

And the conversation wasn’t just limited to demographic discussion.

Another key focus was on mental health. With the role of exercise and physical activity for aiding and improving mental health being well-established, discussions on how to make this vital support more accessible, as well as what can be done to break down the barriers that are stopping the people from joining a structured fitness environment, were fantastic to see.

It was great to see the subject of inclusivity discussed not just as a statement of value, but in practical terms.

Creating a fitness environment that is able to genuine welcome a wide range of people will require specific decisions and specific action. Whether it is the tone of front desk interactions, the layout of induction programmes, the language used in class descriptions and marketing, or the physical accessibility of the space itself.

And these choices will be as much operational as they are philosophical. To that end, it was great to see these difficult topics being tackled head on by the talented, enthusiastic professionals attending Elevate 2026.

Human Connection as a Business Asset

The next topic came up a lot, and we were pleased to see often in the context of Independent gyms and fitness clubs. That topic was people. Specifically how people, the professionals working in the fitness industry, continue to be one of their strongest assets.

In an age of increased automation and a news cycle dominated by AI, it was great to see so much focus on the power and benefit of the human connection.

Whether it is the instructors or the managers or the reception staff who know members by name and notice when someone has not been in for two weeks. This wasn’t just a sentimental celebration of the fact, it represents value and, as such, a retention mechanism that no amount of automated push notification can replicate.

The conversation around mental health once again emerged repeatedly within this topic. Increasingly, fitness professionals and staff are assisting members who are dealing with anxiety, depression or even isolation. As we discussed above, often this is a primary reason for them joining a gym rather than a secondary concern.

The expectation is not, of course, that gym staff become counsellors, but that they are equipped to recognise when someone might need support beyond a programme review and to signpost appropriately. Both on and off the panels, operators at Elevate described training they have introduced to prepare staff for these conversations. It was not only heartening to see, but instructive for us and all others in attendance.

The Opportunities Attracting Attention

Recovery services were one of the clearest areas of commercial opportunity being discussed at this year’s event.

In the last few years we have seen recovery services such as ice baths and infrared saunas, as well as compression therapy and sleep-focused programming enter the mainstream. Whether they have been popularised by Tik-Tok or elite celebrity athletes, there is a growing demand and the industry is meeting it with supply. No longer are these the preserve of high-end wellness retreats.

With the right space and membership profile, independent gym owners specifically are finding that recovery add-ons can help generate additional revenue, deepen the value proposition and improve visitation frequency. Several operators described waiting lists for recovery bookings, a good indication that the service is either underpriced or represents under-supplied demand.

Community-driven growth also attracted genuine interest. Gyms, often the independents, that have invested the time and effort to create a community to support their physical product, whether through events, challenges, local partnerships or simply a culture that members talk about outside the club, are demonstrating stronger retention numbers and lower acquisition costs.

Our discussions at Elevate also reaffirmed that word of mouth continues to be one of the most cost-effective marketing channel available to an independent gym, and it is one produced by member experience, not advertising spend.

Operational efficiency through automation and smarter software use was discussed at length. The interest was less in technology for its own sake and more in identifying which administrative and communication tasks are consuming staff time that could be better spent on members. Whether it came from automated payment chasing, digital inductions, online booking or membership renewals, time-saving was repeatedly cited as one of the most valuable contributions from these fitness operators.

Gym Owners Forum: The Value of Operators Talking to Operators

The Gym Owners Forum, a key Ashbourne partner, had a visible presence at Elevate at stand D40, and given their mission to focus on incisive conversation regarding industry expertise and know-how, it was their perfect environment.

Throughout the event they were able to conduct interviews with industry experts such as Glen Thurgood from LeisureDB on the future of independent gyms, Nicolas Denby from Sleven Fitness & GymSync on Fair Rates for Fitness, and Juha Suoniemi from Neurosonic on smart recovery, results and wellbeing.

The value of a community like the Gym Owners Forum is always at its most apparent at an event like Elevate, where the density of engaged, talented industry professionals allows them to shine. Whether it is retention strategies and pricing decisions, or staffing approaches and investment in new services or software, all these topics and more benefit from the conversation and collaboration that the Gym Owner’s Forum provides.

Several of the attendees that GOF spoke to at the stand D40 described specific challenges they were facing, looking for practical input from people in the same situation. That sort kind of direct, specialised conversation is hard to replicate via a simple webinar or article, but easily occurs when gym owners are in the same room and talking honestly about their businesses and their craft.

Departing Positive

The independent fitness sector in 2026 is under genuine pressure, and no one at Elevate was pretending otherwise.
As such, it was amazing to witness that the atmosphere wasn’t anxious, but purposeful and positive. The people we spoke in attendance were there to work, and the quality of the conversations reflected professionals who have thought seriously about their businesses and are looking for solution and innovation, not just platitudes.

What Elevate 2026 made clear is that independent gym and fitness club owners are adapting to these new challenges. They are deepening the value proposition their businesses offer by building recovery services, training staff in mental health awareness, removing language that alienates members, investing in new software and hardware, all while finding ways to create community around their clubs that larger operators cannot easily replicate.

We didn’t witness a sector just surviving, we saw it thriving.

And so, with all that being said. We hope to see you at Elevate 2027!

Ashbourne In America: Meet Our First American Multi-Site Partner Gyms

25th May 2026 by Jasmin

Ashbourne In America: Meet Our First American Multi-Site Partner Gyms

For nearly three decades, Ashbourne has been working with independent gyms across the UK and Ireland, helping independent gym owners get a proper handle on their membership data, their access controls, and countless other functions that allow them to focus on what matters to them. Last year took us to Norway for the first time and now we are happy to announce we have crossed the Atlantic.

So we are happy to introduce our first American multi-site partner, with two facilities in Northwest Arkansas, J Street Gym and Iron Street Gym.

How J Street and Iron Street Came To Be

The story of J Street technically begins in 2015 with the closure of a beloved facility run by the chain World’s Gym, it was a loss that the lifting community in the area would feel the loss of for the next three years.

Cut to 2018 when a gym in nearby Siloam Springs decided to shift its focus toward MMA and put its weightlifting equipment up for sale. That kit was purchased, brought to Bentonville, and foundations of J Street started to fall into place.

The name is an inheritance from the initial facility World’s Gym ran with each gym in an area where they had multiple being known locally by its address: J Street, Highway 12, Lowell. Members had already been calling the Bentonville spot “the J Street Gym” for years. The name carried a certain level of recognition and affection, so it had to stay.

That kind of organic, community-rooted identity is exactly what sets independent gyms apart. J Street wasn’t built around a franchise model or part of a marketing strategy. It was built because a chain gym failed, the community still wanted that service, and an independent stepped in to fill the void.

Once their first site was up and running, it didn’t take long for a second opportunity to present itself. Another facility became available in the area and J Street’s sister gym, Iron Street Gym, was forged.

What the Gym Looked Like Before

When we first spoke with the team at J Street, their situation was a story we have dealt with many times before.

During unstaffed hours, the doors were effectively open to anyone. Members and non-members alike could walk in and train for free, with no way to track who was actually in the building. Even during staffed hours, members would often simply walk past reception without scanning in. As such, there was no reliable usage data, no way to see who was turning up or how often.

Day passes were sold for $10 dollars cash exchange with no follow-up, no conversion process, no way to turn a casual visitor into a paying member.

This isn’t unusual. A lot of independent gym owners build something brilliant on the gym floor while underdeveloping other aspects of the business. When you are trying to get an independent gym up and running, certain systems develop naturally (and often inefficiently as a result) and they can be hard to change once they are up and running. The tools to fix it have traditionally either been too expensive, too specialised, or designed with large chains in mind.

What Ashbourne Changed

We are happy to report that J Street and Iron Street now run a fully integrated access control and membership management setup.

Entry is controlled by a combination of waist-height turnstiles (with an automatic gate for disabled access) and a full-height turnstile for unmanned hours, specifically designed to prevent tailgating and unauthorised access to the gym. Mag locks on a separate full-height door allow disabled access out of hours without compromising security. Members access the facility via digital wallet passes, working seamlessly whether the club is staffed or not.

Day passes are no longer a cash-in-hand affair. Now they are purchased online through the gym’s website, one of two brand-new sites built as part of the project, and a digital pass is issued automatically, valid for both manned and unmanned hours. Every day-pass holder then enters an automated follow-up sequence: branded emails, discount codes and a path towards full membership should they choose to take it.

The result is that visitors who might previously have paid once and been forgotten about have now been integrated into a proper Customer Relationship Management and Prospects system.

Don’t take it just from us, as J Street’s Manager put it:

“This system is going to revolutionise the way we offer our services to our members…All leads will be followed up, members can join online, freeing up my time. We are so pleased to partner with Ashbourne.”

And we are happy to report that the members of both gyms have noticed the difference too, a more reliable out-of-hours experience, a gym app with more functionality than they had before, and a system that simply works. It would be hard not to notice!

While our installation work is finished, the partnership is just beginning. The J Street Gym and Iron Street team continues to receive free training and ongoing support, assistance keeping their websites up to date, and working with our team back in the UK to get the most out of everything our systems can do.

Ashbourne Supports Fair Rates For Fitness

13th March 2026 by Jasmin

Ashbourne Supports Fair Rates For Fitness

And we call on all UK independent gyms, fitness clubs and studios to do the same

While some sectors have been given a reprieve, business rates for gyms, fitness clubs and most of the fitness industry are due to rise in the next few months here in the UK, adding yet more pressure at a critical time.

After over 25 years working in the fitness industry, we here at Ashbourne know it isn’t a sector where things come easy. The post-COVID landscape has been defined by fights to keep operations costs low and right now we are entering another phase of that struggle. Not one that can be solved within our facilities, but in the halls of Westminster itself.

The government in Westminster and the NHS are always quick to pay lip service to the goals of supporting and developing a healthier and more active population here in the UK. But when it comes to recognising the vital role that independent gyms and the fitness industry at large play in this mission, there is silence. Time and time again fitness clubs are hung out to dry while other, more harmful sectors of the economy are bailed out. This time the issue is business rates.

The recent U-turn on taxation has given some hospitality and other leisure businesses special preference over the fitness industry. Once again independent gyms and fitness clubs have been mostly overlooked. Here at Ashbourne, we think that is a serious mistake. That is why we have taken a key role in the establishment of the Gym Owners Forum campaign Fair Rates for Fitness.

Fair Rates for Fitness is encouraging gym owners and their members to make their voices heard by helping them to e-mail their MPs about the treatment the fitness industry has received.

This isn’t just shouting into the void, if the Gym Owner’s Forum can get enough support behind Fair Rates for Fitness it will give the fitness industry much needed leverage. Our industry is a transformative one and means a lot to a great many people, GOF wants to make sure Westminster understands the benefits and that British MPs hear it from their constituents first hand.

Throughout the COVID-19 pandemic and the energy crisis that followed in 2022, Ashbourne advocated alongside leading voices for fairer treatment for independent gyms and fitness clubs across the UK.

While the party in charge has changed since then, their approach has not. So it is time we change our approach here in the fitness industry from one of quiet acceptance to making sure our voices are heard and our significant contribution to public health is known.

The Gym on the High Street is not just another Shop

To treat a gym like a standard retail business is to misunderstand what actually happens inside a facility. A gym is not just a place where money changes hands. It is one of the only places on the high street where people go specifically to get healthier.

Every year the UK spends billions trying to combat illness linked to inactivity, poor mental health, and lifestyle-related disease. And while the government is very happy to claim credit for any positive impact that the fitness industry may have, we find that gyms are routinely treated with less preferable treatment than the very establishments who negatively contribute to these societal issues.

When the government looks at a pub, they see a community asset, and they certainly aren’t wrong to do so. But they also tax alcohol because they know that the pints they sell come with both a social and health cost attached

Gyms, studios, and health clubs are different. They are a community asset with a purely positive social cost attached. They are the part of the leisure industry that actually reduces public cost.

Prevention, not reaction: Endless studies have shown that regular exercise cuts the risk of heart disease, diabetes, and cancer. It can help with everything from mental health and loneliness to anxiety.

These are not fringe benefits; they are core outcomes. When someone walks through your door, they are actively choosing to look after themselves. That takes pressure off GPs and hospitals.
Social prescribing in action: The NHS spends a fortune trying to get people to move more through social prescribing schemes. But gyms do this organically, every day, without costing the taxpayer a penny. They create routine, accountability, and community.
Mental Health and Community: In a time where the headlines often speak of a mental health crisis combined with an increasingly atomised and isolated society, independent gyms provide not only a vital positive outlet for combating mental health issues, but also a palpable sense of community.

It is this function that has seen fitness facilities come to play a vital role as an affordable social club and place to meet, one that isn’t gated off by wealth or who you know.
Quiet(er) neighbours: Unlike late-night venues, gyms don’t create noise complaints, require extra policing, or fill A&E on a Friday night.

A rough deal for an essential service

The economics of running a gym are tight. High fixed costs for rent, rates, kit, and utilities. Limited capacity. Low margins. You cannot simply absorb a massive tax hike or pass it on without pricing out the very people you are trying to help.

During the COVID-19 pandemic, Ashbourne advocated for gyms to be recognised as the essential service they are. The pandemic is over but the attitude that allowed Westminster to overlook the fitness industry both then and now is clearly still present.

When a gym closes, the cost doesn’t disappear. It just transfers to the NHS .

The sector has changed massively since COVID. During the pandemic, we saw just how vital fitness was, being fit and healthy was a genuine shield against the worst of the virus.

Yet the places that provided that shield were the first to close and the last to be supported. We are now seeing history repeat itself with business rates.

What we are asking for

This isn’t about asking for a handout, it is about asking to be recognised for what we actually are: preventative health infrastructure.

Policy options like business rates relief, a reduced VAT on memberships, or formal recognition of gyms as health providers aren’t radical. They are investments. A healthier population is a more productive population. It means fewer sick days, a stronger economy, and a lighter load on public services .

Vitality Health Insurance already gets this, they make membership cheaper for fitter people because they know it saves them money on claims. The government needs to catch up to the wisdom the private sector has been acting on.

How you can help

It has been easy for Westminster to overlook the fitness industry. Now is the time to make our voices heard. If you own or manage a gym, or if you are a member who values your club, we need you to add your voice to the cause.

The goal is simple: to persuade the government that fitness businesses deserve at least the same consideration as other leisure sectors.

Please visit Fair Rates For Fitness, read the case, and support the campaign.

There is a link to e-mail your MP on the Fair Rates for Fitness page. Whether you are in the fitness industry or just supportive of our cause, please make your voice known to our elected representatives.

Ashbourne Membership Management Achieves Record Internal Performance in the First Half of 2025

9th July 2025 by Jasmin

Ashbourne Membership Management Achieves Record Internal Performance in the First Half of 2025

With only six months of the year elapsed, Ashbourne has seamlessly handled a record volume of member enquiries on behalf of our partner gyms, all while earning outstanding feedback from both our customers and their members alike!

Our commitment to personally handling the customer service for our gyms has allowed each and every club we work with to focus their efforts on improving their own club, all while our support teams expertly handle their memberships.

Our numbers for just the first half of 2025 demonstrate our continued commitment to offering measurable value to each and every partner of ours, well beyond just our cutting-edge software, access controls and data insight tools.

A Record-Breaking Number of Enquiries Handled

Over 90,000 member enquiries resolved: January to June 2025

Between January and June 2025, Ashbourne processed an unprecedented 90,000 member enquiries on behalf of its partner gyms. Each of these interactions, whether related to billing, cancellations or a variety of other queries, represents a task that would otherwise have required time and resources from gym or club staff.

By managing these enquiries efficiently and professionally through our dedicated in-house support teams, Ashbourne has enabled its hundreds of gyms across the UK and Ireland to redirect their focus toward facility improvements, business growth, and their member experience.

Our Gyms Love Our Customer Support Too

Over 75 Five-Star Reviews Received

We are pleased to report that our partner gyms and clubs have responded with a massive vote of confidence in our service over the first half of 2025, with outstanding feedback in the form of over 75 five-star reviews received between January and June.

Over 75 five-star reviews received from our partner gyms and clubs between January and June 2025!

These reviews underscore the trust that our gym owners place in Ashbourne’s ability to streamline membership management procedures, resolve issues promptly and contribute to smooth and efficient day-to-day operations. These consistently high ratings prove that our systems and our support team are working tirelessly to provide club owners with the whole package of fantastic software, hardware and tech support.

Gym Members Recognise Our Outstanding Service

200+ Five-Star Reviews

And as a natural extension to our partner gyms, Ashbourne’s impact has also been recognised by their gym members also.

With Ashbourne having received over 200 five-star reviews across all review platforms from individual gym members praising the Ashbourne support team’s responsiveness, professionalism and helpfulness.

In an industry where a lot of feedback rightly goes to the gym itself, this direct member feedback is particularly significant, showing that members are happy to take the time to praise our help in making their gym experience smoother than ever.

Over 200+ Five-Star Reviews praising our support team and their ability to resolve matters on behalf of our partner gyms quickly, efficiently and professionally.

It demonstrates that the high standard of service provided by Ashbourne resonates not only with gym owners but also with their members, the ultimate end users, who feel they are benefiting from seamless membership support with all queries.

A Strong Foundation for Continued Success

Ashbourne’s performance in the first half of 2025 reflects our dedication to both operational excellence and customer satisfaction. By setting new internal records in enquiry handling and the widespread positive feedback from all areas of our operation, we are satisfied that we are on track to making 2025 our best year ever for delivering our industry-leading customer service.

As the fitness industry evolves, Ashbourne Membership Management remains committed to delivering innovative, efficient and member-focused services that allow gyms to thrive.

As a service run by gym and club owners, for gym and club owners, we believe that we understand what independent facility owners are looking for in a membership management service and our high review rankings reflect this.

If you are here because the gym you own or manage could benefit from our expertise, great customer service and systems, please do not hesitate to reach out to our team today.

Simply click here to request a demo and discover how Ashbourne can not only revolutionise your business but lift a weight from your team’s day to day.

Ashbourne Becomes a Strategic Partner with LeisureDB – The Backbone of Fitness Industry Data

7th July 20254th July 2025 by Harvey

Ashbourne LeisureDB Strategic Partners 2025 Announcement

Ashbourne Becomes a Strategic Partner with LeisureDB – The Backbone of Fitness Industry Data

Ashbourne are excited to officially announce that we have partnered with LeisureDB, the leading name in UK fitness industry insights, to help power their reports with even more accurate data from the ground.

Leisure DB is the leading independent data specialist in the UK leisure and fitness sector, providing robust market intelligence and analysis across the full scope of an increasingly diverse industry.

For over 30 years, their reports have provided UK operators, suppliers, investors, consultants and government bodies with invaluable analysis of sector performance and trends.

Now with our help, we have partnered with LeisureDB to help them give independent gyms the same insights and data that have been empowering larger gym chains for decades. By bringing our customers and independent gym owners across the UK and Ireland the power of data driven decisions, we hope that every gym owner can now be on the same playing field as even the giants of the industry.

In the words of our new partner: “We are for the industry, by the industry”.

Download The Fitness Industry 2025 Report Now

As a strategic partner, we’re now able to offer our clients free access to their latest report, The State Of The Industry Report 2025 .

The report is packed with valuable stats, trends, and market insights. The LeisureDB team go well beyond the numbers to give you a clear view of national membership patterns, changing member expectations, average pricing benchmarks and other stats that can help you fine-tune your strategy.

Grab your free copy now and enjoy actionable insights from across the fitness industry.

The important business decisions surrounding your club should never be based on guesswork.

As part of the State of the Industry report, you’ll be able to unlock insights into the industry as it is right now, with genuinely useful industry oversight that goes beyond just numbers.

The industry report delivers actionable advice that you can start using right now.

And with our help and support, we can deliver better data to help you make better decisions, better investments and better strategies for success.

Use it to start pinpointing the precise, perfect location for your next gym.
Create a directory of businesses and customers most likely to purchase from you.
Have the opportunity to truly know your target audience and exactly where they are.

Leisure DB’s unparalleled market intelligence unlocks all of this – and more!

So don’t waste another moment, download The State Of The Industry Report 2025 and make sure your decisions for 2025 are in step with the reality of the industry!

Why Digital Wallet Access Could Be a Game Changer for Your Gym

24th July 202511th June 2025 by Jasmin

Why Digital Wallet Access Could Be a Game Changer for Your Gym

Ashbourne’s new Wallet Pass system makes gym entry faster, safer, and smarter. Here’s how it works, why it matters, and how to get it in your club.

If you’ve ever dealt with lost fobs, forgotten barcodes, or queues at the front desk, you know how frustrating gym entry systems can be—for both staff and members.

Today’s members expect faster, simpler, and more intuitive ways to access services. From contactless payments to digital boarding passes, tapping a phone or watch is second nature. That’s why Ashbourne is launching Apple—and Google-certified Digital Wallet Passes—a smarter, smoother way for your members to enter the gym.

This upgrade isn’t just about convenience. It’s about future-proofing your club, tightening security, and delivering the kind of experience your next generation of members already expects.

What will we cover in this article?

(you can also click to skip ahead!)

What Are Digital Wallet Passes?

Why Go Native (and Why Most Clubs Can’t)

What’s Next? A Smarter Access Point for More Than Just Entry

Getting Started: Simple Setup, Smart Results

What Are Digital Wallet Passes?

Ashbourne’s Wallet Passes are fully native Apple and Google Wallet integrations that let members tap their phone or smartwatch to gain entry to your gym. There’s no app to open, no QR code to scan, and no key fob to forget. It’s just tap and enter.

Here’s how it works:

When a member joins your gym, they’re sent a personalised, branded Wallet Pass

The pass is stored on their phone or smartwatch, just like a boarding pass or bank card

Members can tap their device at the door to gain access instantly

The system is fully integrated with Ashbourne’s access control hardware and software

And because the system uses the same technology that you already use on your phone to make mobile payments, it’s secure, fast, and frictionless – giving you full control with far less admin.

Why This Matters for Club Owners

Modern gyms need more than good equipment—they need strong systems. Wallet Passes solve real issues you’re likely facing right now:

Lost or Forgotten Entry Tools

Plastic cards, wristbands, and printed QR codes are easy to misplace. Wallet Passes live on your member’s most-used device—their phone.

Pass-Sharing Prevention

Biometrics help, but digital Wallet Passes add another layer of security. It’s much harder to share a pass tied to a specific device and member identity.

Staff Time & Admin Reduction

With automated delivery, geolocation prompts, and seamless integration into your club management system, Wallet Passes reduce manual check-ins and support queries.

Member Experience

Entry becomes instant and familiar for your members, just like tapping to pay. It’s faster, more professional, and completely aligned with how they use tech in the rest of their lives.

Brand Alignment

Each pass is fully branded with your club’s identity, making even the access experience feel like part of your member journey.

Why Go Native (and Why Most Clubs Can’t)

A lot of clubs try to modernise access by using third-party apps or QR code workarounds. While these can seem like a quick fix, they usually create friction for members and extra admin for staff. They also come with serious limitations—especially when it comes to reliability, branding, and long-term scalability.

Ashbourne’s Digital Wallet Passes are different. This is a fully native solution, certified directly by Apple and Google, meaning your passes function exactly like those from global brands—right inside your member’s existing Wallet app. There’s no app to download, no QR code to fumble with, and no third-party platform sitting between you and your members.

With a native solution, you get:

- Instant access from the lock screen when a member is near your club (thanks to geolocation triggers)

- Better security and reliability by restricting membership pass sharing

- Faster entry with no scanning delays

- A seamless, familiar experience for any member who’s ever tapped to pay

- Full alignment with Apple and Google’s compliance standards, now and in the future

Why can’t most clubs offer this? Because going native requires:

Approval and certification through Apple and Google developer ecosystems

A direct relationship with certified pass issuers

Secure backend infrastructure that integrates device authentication, access control, and CRM data – all in real time

Additional development costs and a team that most gyms simply can’t afford to invest in personally.

Ashbourne handles all of this behind the scenes. We’ve done the heavy lifting on integration, legal compliance, and security architecture so your club can benefit from the most advanced access technology available, without needing an in-house tech team or outside vendor contracts.

You get best-in-class functionality, fully supported by a team that understands gym operations as well as they understand software.

What’s Next? A Smarter Access Point for More Than Just Entry

While the first step is seamless gym entry, Wallet Passes are being developed to do much more. Think of them not as digital keys, but as the foundation for a more innovative, more personalised fitness ecosystem that enhances the member journey from start to finish.

Coming soon, Ashbourne’s Wallet Passes will integrate with features that help you grow revenue, increase retention, and deliver a premium digital experience:

Stored Value for In-Club Purchases

Members can preload credit onto their Wallet Pass, allowing them to pay for smoothies, merchandise, or PT sessions with a quick tap—no cash, no cards, no checkout delays. This not only speeds up transactions but makes in-club spending feel effortless.

Loyalty Programs and Retention Tools

Wallet Passes will soon link directly to your club’s loyalty system, automatically tracking visits, purchases, and engagement. Members can unlock rewards, progress toward milestones, and receive personalised offers—all embedded in the same pass they use to enter the gym. It’s frictionless motivation that keeps them coming back.

Equipment Login and Personalised Workouts

With Wallet-based authentication, members will be able to log into enabled equipment with a tap, automatically loading their preferred settings, saved workouts, and performance history. This transforms gym equipment into personalised tools—and positions your club as tech-forward and member-focused.

It isn’t just about the format though, it is about what each audience is expecting to see. Put simply, Tiktok users don’t go on Tiktok to read think pieces. Most people on Twitter don’t go on there to see 5-second videos (though some do!)

There are myriad different audiences out there. Some will respond better to video, some will respond better to text. Many will enjoy both. By focusing purely on one or the other, an independent gym is denying their digital marketing campaign the depth and complexity it needs to be truly impactful.

Together, these features turn the Wallet Pass into more than just a tool for entry. It becomes a single, connected access point for everything your members do in the gym—tracking progress, making purchases, earning rewards, and personalising their experience with every visit. The same technology that simplifies entry today is laying the groundwork for a smarter, more valuable member journey tomorrow.

Getting Started: Simple Setup, Smart Results

We’ve built the rollout process to be as seamless as the product itself—whether you’re a single-site club or managing multiple locations. Our team handles the technical setup and design, so you can focus on delivering a better experience to your members.

Here’s what to expect when you get started:

Custom-Branded Digital Pass
We’ll work with your team to design a clean, professional pass that reflects your club’s identity—so it feels like a natural extension of your brand.

Smooth Technical Integration
Wallet Passes connect directly with your existing Ashbourne access control system. Our technical team handles the backend integration to ensure reliable, secure performance from day one.

Launch Support & Marketing Materials
You’ll receive a full marketing pack to help communicate the upgrade to your members—posters, email copy, social graphics, and in-gym signage—plus a detailed launch guide to ensure high adoption.

Ongoing In-House Support
From the first installation to ongoing updates, our support team is based in-house, with deep knowledge of your system. You’ll always speak to someone who knows your setup.

Ready to Modernise Your Member Experience?

We’re opening access to early adopters now. Demand is high, and we’re rolling out in batches to ensure the best experience for every club.

If you’re already an Ashbourne customer, you can join the waitlist here to secure your spot, receive your marketing pack, and begin the setup process. If you’re not with Ashbourne yet, you can request a demo to explore our Digital Wallet Pass—and see how the rest of Ashbourne’s software could benefit your club.

Ashbourne Membership Management Attends EVOLVE 2025: Shaping the Future of Fitness

6th June 2025 by Jasmin

Ashbourne Membership Management Attends EVOLVE 2025: Shaping the Future of Fitness

London, June 2025 – Ashbourne Membership Management, a veteran provider of club management solutions, was proud to attend EVOLVE 2025, a premier fitness industry conference held at Porchester Hall, London on June 4th and 5th and hosted by Leisure DB.

EVOLVE, a transformative movement founded by Leisure DB and Pocket Rocket in 2021, brings together industry disruptors, thought leaders and key partners to drive innovation, data-driven insight and growth in the fitness sector. The event is renowned within the industry for unveiling the State of the UK Fitness Industry Report, a critical resource packed with insights, trends, and forecasts that shape the future of fitness.

This year’s conference featured thought-provoking discussions led by David Minton, founder of EVOLVE, who emphasised the importance of challenging industry norms, unlocking new ideas, and accelerating growth. Key sessions explored topics such as wellness trends, data-driven strategies, sustainability in fitness, and evolving membership models – all areas where Ashbourne Membership Management is actively innovating.

Key Highlights from EVOLVE 2025:

Launch of the State of the UK Fitness Industry Report 2025 – Revealing the latest data on market growth, consumer behaviour, and emerging opportunities.

Expert Panels & Roundtables – Discussions on industry language, qualifications, digital transformation, and eco-friendly fitness initiatives.

Networking with Disruptors & Leaders – Connecting with pioneers shaping the future of health and wellness.

As we learned last year, attending EVOLVE is always an incredible opportunity to engage with the brightest minds in fitness. Our continued attendance at events like Evolve ensure that we are on the cutting-edge of data solutions and management within the fitness industry, ensuring we continue to support our partner gyms and health clubs with the leading, proven data-driven strategies.

As a company committed to driving innovation in membership management, we left the event inspired and equipped with fresh ideas to help fitness businesses thrive in a rapidly evolving market.

For more information on how Ashbourne Membership Management can transform your gym’s membership strategy, contact our team here and arrange a meeting today.

“Our overarching goal: to provide businesses and individuals with the trusted intelligence they need to confidently make key decisions” – Heidi Blackburn, LeisureDB

State of the UK Fitness Industry Report 2025

Published every year by LeisureDB, the State of the UK Fitness Industry Report is one of the largest, most comprehensive studies of its kind and has offered invaluable insight into the fitness industry year after year.

The State of the UK Fitness Industry Report is vital for any fitness business owner, be it facility owner, supplier or service provider, keen on making data-driven decisions with the most complete and up to date data-set available.

The culmination of countless hours of dedicated research, the report illuminates the fitness industry within the UK like few others.

About Ashbourne Membership Management:

Here at Ashbourne Membership Management, we specialise in club management solutions, ranging from cutting-edge software and access controls we are able to install quickly and efficiently, through to data-driven dashboards, direct debit collection, website creation, 24/7 support and much more.

For any independent gym and fitness club, we believe our services can help improve retention and membership engagement, boost revenue through website payment integrations, increased facility security and flexible pricing categories.

Not content to stay on the sidelines, we actively participate in fitness industry events across the UK and the European Union, making sure our services, from software to hardware, are always improving. Stay tuned for more of our expo exploits this summer!

Launch Your Dream Fitness Business with Ashbourne’s Free Gym Starter Kit!

3rd June 2025 by Jasmin

Launch Your Dream Fitness Business with Ashbourne’s Free Gym Starter Kit!

Here at Ashbourne Membership Management we’ve been working in the fitness industry for over 25 years, helping our partner clubs and running our own dynamic facilities.

We’ve turned our club management experience into a sleek, easy to follow guide for anyone thinking of getting into owning and/or managing a fitness facility. So are you ready to turn your passion for fitness into a thriving business?

Starting a gym or fitness club is an exciting, creative and profitable venture, but it can also feel overwhelming without a guide. That’s why we’ve put together the Gym Starter Kit, a comprehensive, step-by step manual packed with expert insights, common pitfalls and practical advice to help you navigate every step of the journey.

Written by club owners for club owners, we are confident that whether you are considering getting into the business or have just jumped in, there will be something for you here!

Heard enough? Click Here For Your Free Gym Starter Kit Now.

What's Inside?

Our industry experience have been distilled into this essential resource, including:

Choosing the Right Fitness Business

Hit the ground running with the perfect fitness business to meet your personality, ambitions and budget. Compare gyms, yoga studios, specialist clubs and small group training to find the perfect fit for you.

Crafting a Winning Business Plan

Define your brand, research your competitors in the area and build a standout team.

Finding the Ideal Location

Learn how demographics, visibility and accessibility will impact the success of your fitness venture.

Setting Up Operations

From access control systems to software, insurance and marketing, we’ve got you covered.

Scaling for Growth

Ensure your business is built to expand with smart processes and technology.

Starting a fitness business is more than just buying equipment and opening your doors. It’s about creating a sustainable, profitable space that will keep your members coming back.

Many first-time gym owners underestimate the importance of smart location selection, streamlining operations and drafting member retention strategies.

That’s where our Gym Starter Kit comes in.

Inside, you’ll find real-world advice from industry veterans who have helped countless gyms thrive and scale successfully. Our easy to follow flow chart structure makes this a perfect reference guide for any owner, aspirational or established!

We break down complex decisions that club owners will come across. Choices such as choosing between a 24/7 model or set hours, optimising access control systems and structuring membership contracts. All of these and more are covered and turned into simple, actionable steps. Not only that, we highlight common pitfalls (like high insurance excesses and poor market research) so you can avoid them from day one.

Why Download the Gym Starter Kit?

Avoid Costly Mistakes: Benefit from lessons learned by successful gym owners.
Save Time & Stress: Get actionable checklists and flow diagrams to streamline your setup.
Industry Proven Recommendations: Avoid common pitfalls and capitalise on opportunities straight out the gate.

Ready to Get Started?

Whether you’re in the planning stages or ready to open your doors, this guide will help you launch with confidence.

Download Your Free Gym Starter Kit Now!

Your fitness business journey starts here, let’s build it together.

Want to talk to people in the know before you launch? Our demonstration team is standing by. Here at Ashbourne Club Management we’ve helped many clubs and gyms sort out their systems, software and access controls before they even open the doors.

Your business doesn’t need to be open to work with Ashbourne. On the contrary, working with us pre-launch means that your club hit the ground running with a launch that could include cutting-edge access controls, the latest gym management software and full control over your membership payments.

So if you want to avoid a messy launch or just want to talk to people in the know, don’t hesitate to click here and arrange a demo today!

Ashbourne Membership Management Partners with Odin Gym in Norway

12th April 2025 by Jasmin

Ashbourne Membership Management Partners with Odin Gym in Norway

Having worked with thousands of Independent Gyms and Gym Owners across the UK, Ireland and Continental Europe, Ashbourne Membership Management is proud to announce its first Norwegian partnership with Odin Gym, a 7,000 square-foot fitness facility located just outside Bergen.

This collaboration has marked a significant step forward for Odin Gym, transforming it from a traditionally run bodybuilding gym into a modern, 24/7 fitness hub with cutting-edge access control technology, automated joining processes and streamlined operations across all aspects of their operation.

A Gym with a Vision

Odin Gym has long been a cornerstone of the local fitness community. Known for its high-quality equipment and striking views, the gym has served as the only fitness facility in the area for years. However, managing the gym’s operations single-handedly, alongside running a construction and nutrition business, left the owner stretched thin.

The gym relied on outdated systems, including AvtaleGiro, a rudimentary payment collection service native to Scandinavia, which lacked integration opportunities with member management tools. The payment collection operation we implemented was able to increase the reliability, sophistication and control Odin Gym had over their membership’s payment procedures.

This disjointed approach made it difficult to track memberships, recover lost member accounts or even manage unpaid contracts effectively.

Martin, the owner, had a vision for Odin Gym that extended beyond its current offerings. He aspired to transform the facility into a 24/7 gym with expanded services, but the lack of efficient management tools and time constraints posed significant challenges. With the tools he had available it was challenging enough to keep the gym ticking over, let alone expand his operation.

With everything from online sign-up to payment collection now firmly under control, he was able to focus on growth and expansion like never before.

A Two Day Transformation

Within two days of the partnership, our team at Ashbourne Membership Management had comprehensively helped Martin rework many aspects of his operation, working quickly to implement a comprehensive suite of solutions at his request. completing the setup in just two days. The transformation included:

Reworking and improving everything from the Membership Software to the Access Control technology within the facility, Odin Gym quickly transformed from a manually run and man-hour intensive operation into a sleek 24/7 operation in very little time at all.

With a secure, automated 24 hour facility now operating around the clock Martin has been freed up large amounts of time to focus on his two other businesses.

New Features, Upgrades and Ongoing Support

Using our advanced software Odin Gym is now able to easily search, manage and contact members individually or all together. With the days of manual searching and disjointed data storage at an end, Ashbourne has enabled Odin Gym to unprecedented access and control over their data.

Our team’s installation of a full-height turnstile, utilising either a keypad or fingerprint scanner transformed the nature of the facility overnight. Enabling Odin Gym to transition to a 24/7 operation, allowing members to access the facility at any time without requiring staff presence. Combined with our Membership Management Software, it meant for the first time that day passes could be purchased online, eliminating the need for in-person sales and further streamlining operations.

The next piece of the puzzle was the revamping of Odin Gym’s website and implementing a bespoke Mobile App for members. Previously low-traffic and with limited functionality. We leveraged our in-house expertise to create a website to serve as a sleek, user-friendly hub for both members and potential customers.

Fully integrated with our systems, it now allows for a streamlined join-up process and referral options, allowing previously unimaginable automated versatility and flexibility.

Our support doesn’t just terminate after setup, Odin Gym has enjoyed Ashbourne’s dedicated, 24 hour support team since launch. Our support team has ensured that Odin Gym can make the most of the systems we have put in place, assisting with optimisation, website queries and automated member communications.

A Game-Changer for Odin Gym

We are pleased to report that the results of our first Norwegian partnership have been transformative for Odin Gym.

Membership numbers have increased by 5% to 10% every month, with growth showing no signs of slowing down. The new systems have not only saved Martin time but also enhanced the overall member experience, making Odin Gym a more attractive option for fitness enthusiasts in the region.

What Next for Odin Gym and Ashbourne?

With our support, Martin’s vision of greater integration between Odin Gym and his nutrition business now seems more possible than ever.

Ashbourne’s automation and expertise has given him the time to innovate and improve where previously the focus had to be on the day-to-day running of the facility.

This partnership marks the beginning of our expansion into the Norwegian market, showcasing our ability to adapt to local needs while delivering world-class gym management solutions.

Odin Gym’s story is an example of something we have achieved countless times in the UK and Ireland, allowing business owners to improve their entire portfolio through our contributions to their fitness businesses.

As Odin Gym continues to grow, Ashbourne is committed to supporting its success and helping other gyms achieve their full potential.

For more information about our operations and the services we provided to make this transformation possible, you can find out more regarding our services here or book a demonstration with our team here today.

If you are a European independent gym owner looking to transform your facility and your business, don’t hesitate to reach out today. We have helped countless gyms automate their facility and transition to a 24/7 operation, all while driving down costs and maximising profits. Having honed our craft in the UK and the Republic of Ireland, Odin Gym is just one of many stories of us starting to make an impact across the continent.

Thank You For Joining Ashbourne Membership Management At PerformX Live

15th April 202421st March 2022 by Harvey Clayton Wright

Ashbourne Membership Management performx live 2022 (no border)

Over the weekend, the Ashbourne team were thrilled to attend the very first PerformX Live, the freshest addition to the world of fitness industry expos.

It was amazing to meet our VIP guests, our existing partners and all of the attendees to this massive 2 day event.

The team at PerformX did an incredible job helping us get set up and give us the best chance to show gym owners across our industry the impact that Ashbourne can have on their business.

We’re eagerly waiting for next year for our second PerformX and can’t wait to see everyone at our next event, which will be FIBO 2022 in Germany.

If you’re interested in joining us, then we’re providing gym owners with 2 day business tickets to the event, so please fill out our request form and we’ll be in touch to arrange your tickets if we have any available.

We’re Always Here To Talk Fitness

We pride ourselves on our customer service, which we couple with the most diverse offering of gym management software available today. We handle everything from direct debits, missed payment collection, class booking, full club membership software and website building – we truly become part of your team and your gym’s day-to-day.

Our success relies on our team being as integrated in your club as possible. It’s why we like to put a name and a face to our staff, so if you ever need something taken care of, you can always talk to someone who you know will personally help you out.

You can get in touch with us at any time to book a demo, or simply chat with our team (you can email grant at grant@ashbournemanagement.co.uk) about what you need from your club management service.

Inside Elevate 2026: Conversations, Challenges and Opportunities

Ashbourne and Gym Owner Forum Hit Elevate for an incredible (and insightful!) two day conference

The Challenges Being Talked About

Staff Retention

Redefining Who Gyms Are For

Human Connection as a Business Asset

The Opportunities Attracting Attention

Gym Owners Forum: The Value of Operators Talking to Operators

Departing Positive

More to Read...

Ashbourne In America: Meet Our First American Multi-Site Partner Gyms

How J Street and Iron Street Came To Be

What the Gym Looked Like Before

What Ashbourne Changed

More to Read...

Ashbourne Supports Fair Rates For Fitness

The Gym on the High Street is not just another Shop

A rough deal for an essential service

When a gym closes, the cost doesn’t disappear. It just transfers to the NHS .

What we are asking for

How you can help

More to Read...

Ashbourne Membership Management Achieves Record Internal Performance in the First Half of 2025

A Record-Breaking Number of Enquiries Handled

Over 90,000 member enquiries resolved: January to June 2025

Our Gyms Love Our Customer Support Too

Over 75 Five-Star Reviews Received

Over 75 five-star reviews received from our partner gyms and clubs between January and June 2025!

Gym Members Recognise Our Outstanding Service

200+ Five-Star Reviews

Over 200+ Five-Star Reviews praising our support team and their ability to resolve matters on behalf of our partner gyms quickly, efficiently and professionally.

A Strong Foundation for Continued Success

Ashbourne Becomes a Strategic Partner with LeisureDB – The Backbone of Fitness Industry Data

Download The Fitness Industry 2025 Report Now

More to Read...

Why Digital Wallet Access Could Be a Game Changer for Your Gym

What will we cover in this article?

What Are Digital Wallet Passes?

Why Go Native (and Why Most Clubs Can’t)

What’s Next? A Smarter Access Point for More Than Just Entry

Getting Started: Simple Setup, Smart Results

Ready to Modernise Your Member Experience?

More to Read...

Ashbourne Membership Management Attends EVOLVE 2025: Shaping the Future of Fitness

Key Highlights from EVOLVE 2025:

State of the UK Fitness Industry Report 2025

About Ashbourne Membership Management:

Launch Your Dream Fitness Business with Ashbourne’s Free Gym Starter Kit!

What's Inside?

Choosing the Right Fitness Business

Crafting a Winning Business Plan

Finding the Ideal Location

Setting Up Operations

Scaling for Growth

Ashbourne Membership Management Partners with Odin Gym in Norway

A Gym with a Vision

A Two Day Transformation

New Features, Upgrades and Ongoing Support

A Game-Changer for Odin Gym

What Next for Odin Gym and Ashbourne?

We’re Always Here To Talk Fitness