Member Management Systems (MMS) like ClubReady, MindBody, Zenoti, etc., are central to running any fitness, wellness, or health business. They excel at scheduling, billing, and client record-keeping. But when it comes to advanced marketing, retention strategies, and data-driven decision making, most MMS platforms reach their limits.
By layering in the right tools, you can create a connected ecosystem that unlocks growth, increases retention, and provides clearer visibility into performance.
Here are five proven ways to supercharge your MMS that we’ve implemented for our multi-location fitness & wellness clients.
Many MMS platforms offer only basic email or SMS reminders. By connecting your MMS with a CRM like HubSpot and using custom objects, you can segment members with more precision, create tailored campaigns, and track ROI from first lead through lifetime value.
Real Client Results: A multi-location fitness brand partnered with us to map their MMS data into HubSpot. With custom workflows, they launched nurture sequences for new leads and re-engagement campaigns for dormant members - resulting in an 18% increase in appointment show rates.
Your MMS, CRM, and advertising data are valuable, but they often all live in isolation. Connecting it to a data warehouse like Snowflake creates a single source of truth where you can blend operational data with sales, marketing, and e-commerce insights.
Real Client Results: For a national fitness franchise, we built a data pipeline that merged MMS records with ad performance and membership conversions. This revealed exactly which campaigns drove long-term membership revenue, allowing the business to scale the right channels with confidence.
Many MMS email automations stop at reminders for classes or renewals. Custom workflows in a CRM like HubSpot let you engage members based on behavior, milestones, or inactivity, so each communication is personalized to their member journey.
Real Client Results: We designed an automation that identified members who hadn’t visited our multi-location fitness client in 30 days and sent a personalized offer to bring them back. This reactivation workflow reduced churn by 12% in the first quarter.
MMS data provides the behavioral insights needed to build effective loyalty programs. By tracking member visits, purchases, and milestones directly through the MMS, you can design recognition systems, rewards, and referral programs that drive ongoing engagement and retention.
Real Client Results: From Jan 2024–Apr 2025, we analyzed thousands of users across multiple fitness brands. Members who opted into loyalty programs spent 85% more in the first 60 days than non-members. Though these members were already higher spenders before joining, their average spend nearly doubled after opt-in.
MMS storefronts can be limited in functionality and reporting. Integrating best-in-class tools like Shopify creates a better member experience and allows for more advanced campaign tracking.
Real Client Results: Several clients have layered Shopify into their ecosystem to sell branded merchandise, supplements, and memberships with a seamless checkout flow, while tying purchase data back to their MMS and marketing campaigns for complete visibility.
Your MMS is the operational foundation of your business. By extending it with tools like HubSpot, Snowflake, custom workflows, loyalty programs, and Shopify, it becomes more than just a system of record - it becomes a growth engine.
At Comma,8, we specialize in identifying these gaps and building the infrastructure around your MMS to close them. From advanced HubSpot implementations to data pipelines, loyalty strategy, and e-commerce integrations, we help turn operational systems into revenue-driving ecosystems.
If you’re ready to unlock more from your MMS, let’s talk.