As Daxko’s Chief Technology Officer, I’m responsible for guiding our technology strategy forward—quickly and securely. In a fast-moving landscape shaped by artificial intelligence, mobile-first expectations, and real-time analytics, we’ve made it our mission to move at the speed of innovation without sacrificing what matters most: trust, reliability, and long-term value.
Here’s how we’re making that happen.
Accelerating delivery with AI—without compromising reliability
We’ve integrated AI tools into every stage of our software development lifecycle. From design and development to quality assurance and deployment, we’re using technologies like OpenAI, GitHub Copilot, and other partner tools to enhance productivity and reduce time to value.
All of our engineers are trained on the use of AI tools and Each sprint review includes a dedicated discussion around how AI was used and where it created efficiencies. That accountability ensures we’re not just using AI for the sake of it—but to increase velocity, maintain quality, and deliver better features faster.
Keeping trust and security at the core of innovation
As AI evolves, trust becomes even more important. That’s why we’ve established an internal AI Council that reviews usage policies and ensures our teams follow strict standards around data privacy and security.
One of our non-negotiables is that we never use customer data to train AI models. We only use approved tools and closely monitor how those tools are performing. This gives our clients confidence that innovation at Daxko never comes at the expense of integrity.
How mobile-first design is transforming member engagement
Every member carries a mobile device, so mobile-first isn’t just a strategy, it’s a requirement. From logging workouts to managing access to engaging with content, mobile is the primary touchpoint between operators and members.
Our job is to continuously improve that experience. We collect data on how users navigate our mobile apps, which features they use most, and where they drop off. We use those insights to prioritize product enhancements and refine the user journey, ensuring that every click counts.
Applying real-time analytics to operator decision-making
Operators need to make decisions quickly and confidently. That’s why our applications surface real-time analytics that help club leaders track engagement, retention risks, and operational performance.
We’re not just providing dashboards; we’re building intelligence into our tools. Whether it’s identifying drop-off points in the member journey or surfacing predictive insights about cancellations, our analytics are designed to guide action.
Building a culture of agile experimentation and iteration
Innovation doesn’t happen in a straight line. We embrace agile methodology across all development teams, with two-week sprints, rapid reviews, and iterative improvements baked into our process.
We test early, learn fast, and aren’t afraid to fail in the short term—because that’s how we succeed in the long run. The faster we uncover what works, the faster we can deliver meaningful value to our customers.
Turning mobile insights into product intelligence
Our engineering and product teams collaborate constantly to translate user behavior into actionable improvements. By analyzing which mobile features are used (and which aren’t), we make informed decisions about what to build next.
AI supports this process by helping us prioritize based on real data. And because we release on a rapid cadence, we can move quickly from insight to feature in a matter of weeks, not quarters.
Driving continuous improvement and team performance
We take performance seriously at the platform level and the team level. Our engineering teams are measured across quality, velocity, and effectiveness. We conduct regular peer reviews (both human and AI-assisted) and benchmark ourselves against industry standards.
Continuous improvement is a core part of our culture. Whether it’s through internal training, external certifications, or partner resources, we’re constantly investing in our people so they can stay ahead of what’s next.
Building the future of fitness—responsibly
We’ve seen AI move from a back-end concept to a front-end reality in just a few short years. Today, it powers everything from mobile features and dashboards to internal development processes.
Our strategy is to use AI selectively and responsibly. That means aligning every deployment with our values of trust, security, and customer-first design. It also means ongoing audits, clear policies, and rigorous governance.
Because AI should never replace human intelligence, it should enhance it.
At Daxko, we move fast, but always with purpose. We believe the next era of the member experience will be defined by how well technology supports people. And with the right combination of speed, strategy, and trust, we’re building tools that help our customers do exactly that.
Let’s shape the future of fitness together. Talk to our team.