LegitFit Expands LIA to Bring AI Agents to Fitness and Wellness Operators

LegitFit, the operating system for independent fitness businesses, today announced a major expansion of LIA, its AI agent designed to help gym and studio operators manage, understand and grow their businesses.

Founded in 2019, LegitFit now supports thousands of fitness businesses globally and manages millions of bookings each month.

The latest LIA release allows operators to connect their LegitFit business data with leading AI platforms including ChatGPT, Claude and Perplexity. Through these integrations, operators can ask questions about areas such as revenue, memberships, class performance, customer retention and sales opportunities without manually working through reports or exporting data.

The update also extends LIA’s communication capabilities through integrations with WhatsApp, Instagram and Facebook.

Rather than simply bringing conversations into one place, LIA is designed to help fitness businesses manage those conversations on the operator’s behalf. This can include responding to enquiries, answering common questions, recommending suitable memberships or classes, following up with prospective customers and directing them towards a booking or purchase.

The update is part of LegitFit’s wider move from software that records activity to software that takes action. Its long-term vision is to give independent operators a “leadership team in their pocket,” with AI agents supporting sales, finance, customer success, marketing, programming and operations.

“Gym management software has traditionally operated as a system of record. It tells an operator what happened, but it still leaves them to decide what to do next and then carry out the work,” said Ryan O’Neill, co-founder and CEO of LegitFit.

“With LIA, we are moving from a system of record to a system of action. We want to equip every operator with the equivalent of a leadership team in their pocket: a head of sales that can support or handle sales conversations, a head of finance that analyses the business and identifies opportunities, and a head of customer success that helps nurture and retain members.”

“We are incredibly excited about what this can do for our partners and for the wider fitness industry. I have already been using the technology within our own business, and the possibilities it opens up are incredible.”

The release reflects LegitFit’s wider product philosophy of prioritising growth over complexity. The company says independent operators do not need more software configuration or additional dashboards; they need technology that saves time, drives better decisions and improves business outcomes.

LegitFit’s platform already supports bookings, payments, programming, customer communications, retention and business reporting. The expansion of LIA builds on this foundation by using the operational data within LegitFit to help operators take action.

“The first generation of gym software helped operators manage their businesses,” added O’Neill. “We believe the next generation should help them grow.”