The verdict in three sentences
In a gym chain, software is judged not by its price but by its effect on the churn rate: at 4% a month, you replace half your member base every year. Off-the-shelf software (EUR 150 to 400 per gym per month) handles SEPA direct debits and access control well, but makes little use of attendance data. A custom build at EUR 50,000 to 100,000 excl. VAT makes sense from 6 to 8 gyms, when inactivity alerts and retention journeys are worth more than the subscription saved.
Off-the-shelf or custom: the comparison
Industry solutions cover the basics: contracts, SEPA mandates, badges, group class schedules. Their limits show as the chain grows: multi-site pricing, memberships valid at every location, churn risk scoring, a branded mobile app and accurate reconciliation of failed direct debits.
| Criterion | Off-the-shelf software | Custom |
|---|---|---|
| Upfront cost | EUR 1,000 to 3,000 per gym | EUR 50,000 to 100,000 excl. VAT |
| Recurring cost for 8 gyms | EUR 1,200 to 3,200 / month | EUR 700 to 1,500 / month (hosting, maintenance, SMS) |
| 5-year cost | EUR 80,000 to 216,000 | EUR 92,000 to 190,000 |
| SEPA direct debits and failed payments | Yes, failures listed | Yes, automatic follow-up at D+1 and D+5 |
| Multi-site access control | Depends on gate model | Compatible with your existing gates |
| Class booking with waiting list | Yes | Yes, with no-show penalty |
| Churn risk score | Rare | Yes, based on attendance |
| Branded mobile app | Option at EUR 300 to 800 / month | Included in the project |
What churn really costs
With an average membership of EUR 35 incl. VAT per month, each point of monthly churn means a heavy revenue loss. Most cancellations are preceded by 3 to 4 weeks without a single turnstile entry: that is the window for action.
| Monthly churn rate | Cancellations per month (9,000 members) | Average member lifetime | Lifetime value at EUR 35 / month | Members to recruit per year to stay flat |
|---|---|---|---|---|
| 5% | 450 | 20 months | EUR 700 | 5,400 |
| 4% | 360 | 25 months | EUR 875 | 4,320 |
| 3.2% | 288 | 31 months | EUR 1,085 | 3,456 |
| 2.5% | 225 | 40 months | EUR 1,400 | 2,700 |
| 2% | 180 | 50 months | EUR 1,750 | 2,160 |
These figures are 2026 orders of magnitude. Moving from 4% to 3.2% requires concrete actions: an automatic SMS after 14 days of absence, a coach call after 21 days, and a freeze offer instead of cancellation.
Priority modules and their budget
| Module | Indicative budget excl. VAT | Timeline |
|---|---|---|
| Contracts, multi-site pricing, SEPA mandates | EUR 12,000 to 22,000 | 4 to 6 weeks |
| Failed payment handling and reminders | EUR 5,000 to 9,000 | 2 weeks |
| Access control interface (gates, mobile QR code) | EUR 8,000 to 15,000 | 3 weeks |
| Class booking and waiting list | EUR 7,000 to 12,000 | 3 weeks |
| Inactivity score and retention campaigns | EUR 8,000 to 16,000 | 3 to 4 weeks |
| Member mobile app (iOS + Android) | EUR 10,000 to 26,000 | 5 to 7 weeks |
The full project ships in 4 to 6 months, starting with migration of existing contracts and SEPA mandates so that no direct debit is interrupted.
Mini case study
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Julien, founder of an 8-gym chain around Lyon, has 9,000 members and 4% monthly churn. He pays EUR 280 per gym per month, EUR 26,880 a year. He invests EUR 85,000 excl. VAT in custom software with inactivity alerts and a branded app, plus EUR 1,200 per month. By bringing churn down from 4% to 3.2%, he keeps 72 more members every month. If each stays on average 6 extra months at EUR 35, each monthly cohort brings in EUR 15,120, about EUR 181,000 over a year. Even halved for prudence, the gain covers the investment in under 12 months.
FAQ
Can we keep our current access gates?
In most cases, yes. Common access controllers expose an API or a Wiegand protocol, and the interface costs EUR 8,000 to 15,000 excl. VAT instead of EUR 3,000 to 6,000 per turnstile to replace.
How do we migrate SEPA mandates without members signing again?
Existing mandates remain valid if the SEPA creditor identifier does not change. We carry over the unique mandate reference and signature date, with no action needed from members.
How long before churn improves?
The first inactivity campaigns go out from go-live. A measurable effect usually appears after 3 to 4 months, across at least two cohorts.
Is the mobile app essential?
Not at the start. An access QR code in a web portal plus SMS is enough in year one. The app becomes useful beyond 5,000 active members for booking and notifications.
From how many gyms does custom software make sense?
As a 2026 order of magnitude, from 5 to 6 gyms or 6,000 members, especially if the membership gives access to the whole chain.
Let's scope your project. Send us your number of gyms, members and access hardware: we will price membership and retention software between EUR 50,000 and 100,000 excl. VAT, deliverable in 4 to 6 months. 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.
