The verdict in three sentences
Up to 5 sites, market software at 150 to 400 EUR per site per month covers memberships, payments and access control with no effort. From 8 to 10 sites, or if your brand relies on a distinctive member experience, a custom app at 50,000 to 140,000 EUR costs less over 4 years and makes you the owner of the customer relationship. The metric that justifies the investment is the monthly churn rate: every point gained is worth tens of thousands of euros a year.
The features that keep a gym chain running
A gym chain across Manchester, Leeds and Liverpool lives on memberships at 25 to 45 EUR (about 22 to 38 GBP) a month. Margin comes down to three things: collecting without failed payments, letting people in without friction, keeping members beyond month six.
| Feature | Market software | Custom | Metric tracked |
|---|---|---|---|
| Online membership sales | Yes, generic funnel | Branded funnel, flexible offers | Website conversion rate |
| Direct Debit and failed payment recovery | Yes | Yes, graduated SMS reminders | Failed payment rate, target under 3 % |
| QR code access control | Imposed hardware or partner | Compatible with your turnstiles | Entry time, badge-sharing fraud |
| Group class booking | Yes | Yes, automatic waiting list | Class fill rate |
| Member app | Vendor app or paid white label | App under your brand | Monthly active users |
| Multi-site dashboard | Often limited | Consolidated by site and plan | Monthly churn per site |
| Referral programme | Add-on | Native | Share of referred new members |
Access control deserves special attention. 24-hour gyms suffer from badge sharing: a dynamic QR code that changes every 30 seconds sharply reduces this, for an extra development cost of 3,000 to 6,000 EUR.
The 4-year calculation by chain size
2026 orders of magnitude, market subscription at 280 EUR per site per month, custom at 95,000 EUR with 15,000 EUR of annual maintenance.
| Chain size | Market software over 4 years | Custom over 4 years | Difference |
|---|---|---|---|
| 4 sites | 53,760 EUR | 155,000 EUR | Market cheaper by 101,240 EUR |
| 6 sites | 80,640 EUR | 155,000 EUR | Market cheaper by 74,360 EUR |
| 8 sites | 107,520 EUR | 155,000 EUR | Market cheaper by 47,480 EUR |
| 10 sites | 134,400 EUR | 155,000 EUR | Roughly equal |
| 12 sites | 161,280 EUR | 155,000 EUR | Custom cheaper |
| 15 sites | 201,600 EUR | 155,000 EUR | Custom cheaper by 46,600 EUR |
This table only counts licences. The decisive argument for custom lies elsewhere: retention, as the case below shows.
Timeline and partners to coordinate
A first version takes 4 to 6 months: 1 month of scoping and mock-ups, 2 to 3 months for memberships, Direct Debit and access, 1 month for the member app and booking, 1 month of pilot on one site. You will need three partners working together: your bank or Direct Debit provider, the turnstile supplier and the development team. Require the access controller's technical documentation from the scoping stage.
Mini case study
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Thomas, founder of a 10-site gym chain in Manchester (illustrative example), has 9,000 members paying an average of 32 EUR a month. His churn rate is 4.5 % a month. With a branded app, automatic nudges after 10 days without a visit and built-in referrals, he targets 3.8 %. Gain: 0.7 points on 9,000 members, or 63 members retained each month. Each retained member stays an average of 8 more months, worth 256 EUR. The potential gain approaches 16,000 EUR per monthly cohort, about 190,000 EUR a year at full ramp-up. A 95,000 EUR project pays back in under a year if the target is met, and stays profitable even at half the gain.
FAQ
Can the software handle Direct Debit itself?
Yes, through an authorised payment provider that manages mandates and failed payments. Allow 0.20 to 0.50 EUR per collection and 2 to 3 weeks of integration.
Can we keep our current turnstiles?
In most cases, yes, if the access controller accepts API or relay commands. Adaptation costs 2,000 to 8,000 EUR depending on the hardware.
Native app or web app?
For a gym chain, a native app is justified: notifications, offline QR code, store presence. It represents about 25,000 to 45,000 EUR of the total budget.
How do we measure churn?
Divide the month's cancellations by active members at the start of the month. UK and French chains generally sit between 3 and 5 % a month.
How long does migrating existing members take?
Importing member records and Direct Debit mandates takes 2 to 4 weeks, provided you get a full export from your current vendor. Check the reversibility clause in your contract.
Let's scope your project. Give us your number of sites, members and your access hardware, and we will propose a scope, an indicative budget and a migration plan. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.