Gym Operators Turn to Occupancy Data to Cut Costs and Boost Member Experience
In a sector where every square metre counts and retention is key, leading gyms are turning to real-time occupancy data to get the full picture of how their facilities are being used - and it’s transforming how they operate. One striking example is The River Bourne Club in Chertsey, which partnered with HoxtonAI to go beyond unreliable swipe data and gain genuine insights into member behaviour.
“We always thought we were busy. We just didn’t realise how busy – or when.”
Like many gym operators, The River Bourne Club was flying blind. Swipe data showed 700 daily entries, but occupancy sensors revealed the true footfall was double that - 1,400 people in a single day. And that was just the start. With sensors placed in gym zones, changing rooms, the café, and pool areas, the team uncovered hidden trends: women’s changing rooms were 50% busier due to children’s swim lessons, and peak demand hit between 3–5pm - just as cleaning teams were finishing their shifts.
The results were immediate. Cleaning schedules were aligned with actual usage, complaints dropped, and staffing was reallocated to match real-time needs. Pool programming shifted to fill underused times, and café conversion was reassessed with fresh eyes - twice as many visitors meant the sales rate was far lower than expected.
“This data is helping us fine-tune many parts of the operation. It’s not just about cost – it’s about the experience. And that drives retention.”
The system also provided evidence to strengthen council partnerships, offering concrete proof of car park use by non-members and supporting funding discussions.
Installation took just days, with plug-and-play sensors and clear reporting dashboards that made adoption painless for staff. The club is now exploring further deployments, including a new Spotlight system to track usage of individual machines and inform equipment investment.
In an industry that has long struggled with incomplete data, occupancy insights are proving to be a game changer - offering gym operators the clarity they need to run smarter, leaner, and more member-focused facilities.
Looking to uncover hidden inefficiencies and unlock smarter operations?
Visit www.hoxton.ai or call +44 20 3488 0568.