Daxko Declares AI-First Strategy for the Future of Fitness and Wellness Technology

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.