Maps out multi-year investment in architecture, data, security, and enablement to transform staff and member experiences
Birmingham, AL – December 15, 2025 – Daxko, the leading software provider for health, fitness, and wellness organizations, is making a company-wide shift to an AI-first strategy, embedding artificial intelligence into the foundation of its platform architecture, operating model, and partner ecosystem to modernize health and fitness club operations and member experiences.
Fitness operators are under increasing pressure to deliver faster service and more personalized experiences, and AI can now automate the workflows that have historically slowed clubs down. Daxko is reorienting its core member management platforms around AI to reduce friction for operators while making every interaction more responsive, relevant, and personal for members. Daxko processes billions of scheduling, billing, check-in, and engagement transactions every year across more than 20 million members, giving the company a uniquely rich operational dataset that AI can act on with accuracy and context.
This shift moves Daxko platforms from traditional click-based workflows to intent-driven interactions, where staff and members say what they need, and the system completes the workflow automatically. AI will extend the operational efficiencies, member engagement tools, and decision-making capabilities customers rely on today and make them more automated and connected.
“AI will change both how members experience a gym and how staff manage one. Faster answers. Easier booking. Smarter retention. Better personalization,” said Jeff VanDixhorn, Chief Executive Officer at Daxko. “AI becomes truly transformative when it is tied directly to the systems and data that runs the operation. That’s why we are making AI core to member management services, not an add-on. Clubs deserve automation that is secure, reliable, and grounded in real operational data. AI will become the new operating system for member experience and club operations, and Daxko is building it directly into the platforms our customers trust.”
To execute this vision, Daxko is making a multi-year investment including expanding internal teams, strengthening platform foundations, and establishing technical standards so intelligence can operate across the full customer lifecycle, focused on three priorities:
- Building intelligence natively into the platform rather than as add-on tools
- Operating AI within Daxko’s secure environment to protect customer and member data
- Delivering specialized innovation through a standardized, extensible architecture directly and through Daxko partners
Building intelligence natively into the platform
Daxko’s AI-first strategy is grounded in a simple belief: AI delivers the most value when it is built into the platform that runs the business. Member management systems hold the real operational signals — check-ins, attendance, billing, freezes, cancellations, reservations, and communication history. Embedding intelligence directly into the platform that powers these workflows allows AI to act instantly, securely, and with context.
“AI is only as good as the data it can trust,” said Pat Harper, Chief Technology Officer at Daxko. “By running intelligence inside the systems that already manage identity, payments, scheduling, and permissions, it can act with context and confidence. That foundation is what turns AI from an interesting idea into dependable automation for operators and members. And it’s why Daxko can deliver intelligence that is real, reliable, and ready for scale — not another disconnected AI overlay.”
Operating AI within Daxko’s secure environment to protect customer and member data
Building AI inside Daxko’s secure platform environment ensures that intelligence remains close to verified member records, permissions frameworks, audit trails, and financial data controls. It also ensures customer data never trains external models or leaves Daxko’s trust boundaries so customers benefit from AI without compromising security, privacy, compliance, or ownership and control over their data.
Delivering innovation through a standardized, extensible architecture
Daxko’s scale, data depth, and secure architecture position the company to lead the next decade of automation in health and wellness operations. The AI-first strategy reflects a long-term commitment to elevating member experience, improving operational effectiveness, and enabling partner-led innovation.
“Operators tell us the same thing every day: they need software that takes work off their plate,” said Wes Gillette, Chief Product Officer at Daxko. “AI can now anticipate churn, tailor outreach to each member, answer questions instantly, and clear administrative bottlenecks automatically. This is how software stops being a system and starts behaving like a service.”
Daxko has already delivered a portfolio of AI features and capabilities and has a robust Daxko Exchange ecosystem of AI partner integrations. Building on this, Daxko will introduce more AI-powered capabilities through a phased rollout aligned to platform readiness starting in Q1 2026. The company will share updates as major milestones are reached.
About Daxko
Daxko is the leading software provider for health, fitness, and wellness organizations, serving more than 19,000 facilities across 68 countries. Its solutions support operations, membership management, payments, marketing, and program delivery for nonprofits, health clubs, and boutique studios. Daxko’s platforms process billions of member interactions annually, enabling the company to bring secure, operationally grounded AI to organizations of all sizes.
Customer FAQ
Why is Daxko becoming AI-first?
Becoming AI-first strengthens Daxko’s ability to serve our customers while reinforcing what already makes us different in the market. Daxko sits at the center of how health, fitness, and wellness organizations operate every day. Our platforms manage membership, scheduling, billing, payments, access, and engagement across more than 19,000 facilities and millions of members, processing billions of real operational transactions each year. That position gives us deep operational context that generic AI tools and point solutions do not have and cannot easily replicate.
By embedding AI directly into the systems that already run the business, we help customers automate real work, reduce complexity, and deliver better member experiences without adding more tools or risk. Instead of stitching together disconnected AI solutions, clubs benefit from intelligence that is already connected to their data, workflows, and permissions. This makes our software more valuable to customers over time, not just more feature-rich.
AI-first also allows Daxko to innovate faster and more responsibly. When intelligence is built into the platform and surrounded by our security, compliance, and data governance standards, we can move quickly without compromising trust. AI operates inside the same controls that already protect member data, payments, and access, making automation dependable at scale.
Ultimately, AI-first helps our customers win by making Daxko the most trusted partner for operational automation in the fitness industry. Customers are not just buying software features. They are choosing a platform that can evolve with them, reduce their workload, and help them run stronger, more resilient organizations.
What does “AI-first” mean for me as a Daxko customer?
It means Daxko is building software that does more of the work for you. AI-first is not about adding more dashboards or reports. It is about embedding intelligence into the platform, so tasks get handled automatically. Over time, the platform will increasingly take action on your behalf across billing, engagement, scheduling, and operations. The goal is to take fewer manual steps for your team and power better experiences for your members.
Is anything changing in the product I use today?
No existing features are being removed or disrupted. You will continue using Daxko Operations, Zen Planner, Club Automation, and other Daxko products the way you do today. New capabilities will be introduced in ways that fit naturally into the workflows you already rely on. You remain in control of what you adopt and when.
What does this mean for the planned product and payments roadmap?
Our roadmap does not slow down. The work already planned for our product and payments teams continues, including the improvements you’ve been expecting around usability, reporting, mobile, integrations, and modern payment capabilities. What changes is the lens we use to design and build that work. Going forward, we will look for opportunities to remove manual steps, strengthen security, improve accuracy, and automate routine tasks through AI where it adds meaningful value. In other words, the roadmap stays focused on the features you need, and AI becomes a way to deliver those features with more speed, intelligence, and impact.
What AI capabilities does Daxko offer today?
Daxko already delivers AI-enabled capability today through many of its products. In addition, customers can adopt AI-powered and automation-led tools today through Daxko Exchange partners. Daxko’s AI-first strategy builds this foundation by expanding intelligence from marketing into the core operational platform. Read more on Daxko existing AI capabilities
here.
Why is Daxko doing this now?
AI has reached a point where it can meaningfully improve how organizations operate day-to-day. We are investing now because the underlying technology is ready, our platform data is mature, and our security controls put us in a strong position to help customers benefit from automation safely. This is the natural next step in the evolution of our products and our role as a trusted partner in the industry.
How will AI improve the member experience?
AI improves experience by removing delays and manual effort. Instead of relying on staff to notice and act, software will increasingly:
- Trigger follow-ups automatically
- Personalize communication
- Simplify booking and scheduling
- Remove friction from member interactions
- Help staff respond faster and more accurately
Members benefit because work happens immediately, consistently, and correctly.
When will I see the new AI enhancements from Daxko?
You will see enhancements released in phases with a focus on reliability and real business value. Daxko will share updates as capabilities become available.
Is my data safe using AI?
Yes. This is a core reason Daxko is embedding AI directly into the platform. When AI operates through disconnected tools, data is copied and security becomes fragmented. Daxko’s approach keeps intelligence inside the platform where identity, security controls, and audit practices are already in place. Your data does not train external models, and it is not exported to unknown systems. By embedding AI inside the platform, Daxko surrounds automation with enterprise-grade security instead of exposing your data to unnecessary risk.
Can I control how and when I use AI?
Yes. You will always choose what to use and when you use it. AI is designed to help your business, not interrupt it.
Will this change product pricing?
Pricing will be transparent and tied to customer value. You will never be surprised by fees related to AI features. AI will become part of the core platform experience over time, like how automation and reporting operate today. As we introduce new capabilities, some AI features will be included in existing subscriptions, and some may be available as optional products or usage-based add-ons.
- Core automation that improves everyday work will be native
- Highly specialized or high-consumption capabilities may be offered as paid solutions
Pricing will follow the same approach we use across the platform: clear value, transparent pricing, and flexible options for different types of operators.
How does this improve operations for customers?
AI will reduce the total cost of ownership by automating many of the manual tasks that take time and require staff attention today. Instead of spending hours on billing issues, account updates, scheduling changes, or routine member communication, operators will be able to let the system handle these steps automatically and reliably. This lowers administrative workload, frees staff to focus on member experience, and reduces the need for additional headcount just to keep up. It also makes sales and onboarding easier because AI can anticipate needs, surface the next best actions, and personalize outreach without requiring constant staff intervention. The result is more efficient operation, a more consistent member experience, and a lower operational burden across every location and shift.
Why is Daxko in a position to lead with AI?
Daxko already powers the systems that hold the most important operational and identity data in a club’s business. AI only delivers value when it has access to real operational signals inside a secure environment. Because Daxko manages identity, permissions, billing, and member engagement today, we can embed AI safely and reliably in ways that external tools cannot.
How will Daxko help my team learn how to use AI safely and effectively?
Daxko will provide guidance and enablement as new AI capabilities become available. Our goal is to make AI simple to adopt and safe to use without requiring deep technical knowledge. As we introduce new automation, we will provide training, documentation, and recommended best practices to help teams understand how to use AI responsibly and confidently in their daily workflows. This includes clear guidance on what data is used, how it is protected, and how AI operates inside the platform.
Will Daxko AI train on member data?
No. Daxko AI does not train external models or external systems using your data. All processing happens inside the secure platform environment that already protects identity, payments, permissions, and audit controls.
Should I wait for AI before moving forward with Daxko?
No. AI builds on top of the critical platform capabilities you have today. The sooner customers adopt Daxko, the sooner they benefit as new capabilities are released.
What happens if I already use an AI solution from a partner?
Daxko supports multiple approaches. If you already use partner solutions, they can continue to operate. Over time, customers may benefit from capabilities built directly into the core platform. Our goal is compatibility and choice, not replacement.
Will my 3rd party integration still work?
Yes. Integrations remain intact. Our priority is to expand interoperability and enable partners to bring specialized AI functions forward through Daxko Exchange.
Is AI replacing support?
No. AI strengthens support by responding faster and preventing issues before they occur. Live support remains part of your subscription.
How will customers hear about updates?
Daxko will share routine updates on our monthly newsletters. Starting January, you will also be invited to a quarterly product roadmap webinar where we will outline our direction, preview use cases, and answer questions about what comes next.