Digital for fitness clubs: from membership purchase to member retention.
A client picks a gym by location, schedule and membership price, pays via Kaspi and stops showing up after a month. We build a system where purchases happen online, attendance is tracked, and reminders and promotions bring back those who have drifted away.
Six service areas for your club or studio.
Group class schedule, online membership sales, trainers, Kaspi Pay, two languages. Promo landing or full club website.
from ₸300,000Mobile appSchedule, QR entry, memberships, activity push notifications, bonuses, Kaspi Pay. iOS and Android, from 8 weeks.
from ₸2,500,000CRM & automationLeads from Instagram and WhatsApp in one funnel, renewal reminders, win-back of inactive clients, churn analytics.
from ₸350,000SEOPages for disciplines and districts, 2GIS and Google maps, reviews, Kazakh version. Results in 3–4 months.
from ₸200,000/moTargeted adsInstagram, Facebook and TikTok by radius, membership offers, leads to WhatsApp and CRM, cost per client in reports.
from ₸150,000/moSearch adsGoogle Ads on price and district queries, discipline landing pages, call tracking, cost per client in reports.
from ₸150,000/moFitness in Kazakhstan is a highly competitive market with distinct seasonality: January and September drive demand spikes, while clubs maintain summer attendance through promotions and freeze options. Clients choose based on three criteria: proximity to home or office, a convenient group class schedule, and membership price with an instalment option. If the website lacks a schedule, prices and a buy button — they leave for a competitor who has all of that.
The second challenge after acquisition is retention. The average fitness club client stops coming around weeks 5–7. Workout reminders, visit tracking, personalised offers when activity drops, and timely membership renewal reminders are not marketing — they are the club's operating system.
Below is what we do for fitness clubs and studios: each service area has its own page with features, integrations and prices.
What clubs and studios come to us with.
- Memberships are sold only at the front desk or via Instagram DMs — no online sales, the desk is overwhelmed on peak days and some clients leave without waiting.
- The group class schedule is posted as an image on Instagram and is not updated on time — clients show up at the wrong time or not at all.
- No retention system: the club only learns a client has stopped coming after the membership has already expired — and the client has long since moved to a competitor.
- Ads are run city-wide without accounting for seasonality or geography — in January the budget burns fast, while in summer ads run with no results.
- Trainers manage personal training bookings in personal messengers; the club cannot see utilisation and loses revenue when a trainer leaves.
- Freezes, transfers and membership refunds are processed manually — the admin spends hours on them and accounting errors accumulate.
What matters specifically in Kazakhstan.
- Kaspi Pay and instalments — most clients pay via Kaspi: membership payment on the website and in the app via Kaspi Pay, Kaspi Red instalments on annual memberships increase conversion on premium packages.
- 2GIS — the primary tool for finding a club near home or work; a listing with a schedule, prices, gym photos and responses to reviews drives foot traffic no less than the website.
- WhatsApp — the main client communication channel: workout reminders, membership expiry notifications, promotions and Q&A; WhatsApp Business API enables automation directly from the CRM.
- Two languages — website and ads in Russian and Kazakh: in Astana, Shymkent and regional centres a significant share of searches are in Kazakh, and the Kazakh-speaking audience is growing.
- Seasonality — January and September account for 30–40% of annual membership sales; ad campaigns and landing pages are prepared in advance, while summer shifts focus to retention and summer programmes.
- Turnstiles and QR entry — clubs use access control systems; the website, app and CRM must be able to generate QR codes for entry and pass visit data to the club management system.
The order that delivers results faster.
- Website with online membership sales and schedule — without this, ads bring people to a dead end: no price, no schedule, no buy button.
- CRM with a sales funnel and reminders — logs every enquiry, automatically reminds about renewals and reacts to drops in attendance.
- Seasonal targeting — January and September are covered by pre-prepared campaigns within the club's radius; first leads in 3–5 days.
- SEO — long-term traffic for queries like «fitness club almaty», «group workouts», «gym membership price»; results in 4–6 months.
- App — for a network of several clubs with a base of several thousand clients: schedule, QR entry, bonuses and push notifications retain better than any mailing.
Why retaining is cheaper than acquiring.
Industry data shows that acquiring a new fitness client costs 3–7 times more than retaining an existing one. A client who trains regularly renews their membership, buys personal training sessions and refers friends. A client who stopped coming in week three will not renew.
Practical retention tools implemented in the CRM and app: automatic notification if a client has not visited in 10 days; renewal reminder 14 and 7 days before expiry; a personalised offer on a freeze instead of losing the client; segmentation of the base by membership type and activity for targeted promotions. This does not require an app — the basic level works via WhatsApp and CRM.
Questions from fitness clubs and studios.
How much does a website for a fitness club cost?
A landing page for a promotion or a single membership type — ₸250,000–400,000; a full club website with schedule, prices, trainers and online payment — ₸600,000–1,200,000. Details on the website for fitness clubs page.
What works better for fitness: targeted ads or search ads?
Instagram and TikTok targeting works well in season — January and September — within the club's radius with a specific membership offer. Google search ads capture hot demand for «fitness club almaty price» year-round. We typically start with seasonal targeting and ongoing search ads; budget from ₸200,000 per month per platform.
Does a club need a CRM if it already has a management system?
A management system handles memberships and the turnstile, but not the sales funnel: who messaged on Instagram, who was not called back, who did not renew. CRM closes that gap and syncs with the management system on visit and membership data.
How do you reduce churn after the first month?
Automated workout reminders via WhatsApp, a notification after a 10-day absence, a personalised offer on a freeze, and a renewal reminder two weeks before expiry. Set up in the CRM in 2–3 weeks and runs without admin involvement.
Does a club need a mobile app?
A single club — usually not: a schedule on the website and WhatsApp covers the need. A network of 3+ clubs with a base of several thousand clients benefits from an app: QR entry, push notifications, bonuses and a schedule in the phone. More details — app for fitness clubs.
Other industries
Do you run a club or studio? Describe your challenge — we'll tell you where to start and what it costs.
Tell us how many clubs and gyms you have, where clients currently come from, and what hurts most: online sales, churn or seasonal advertising. We'll reply with a plan and estimate within 1–2 business days.