Daxko buys FitnessForce to boost global fitness software

Daxko has acquired FitnessForce, expanding its reach in software for multi-location and international fitness operators.

FitnessForce provides membership management software for fitness businesses operating across multiple sites, brands and countries. The acquisition adds a platform aimed at franchise groups and larger operators, including those expanding in India, the Middle East, Australia and Southeast Asia.

The deal builds on Daxko's effort to broaden its fitness software portfolio following its earlier purchase of Exercise.com. The company now groups its products across several segments, including boutique fitness, health clubs, multipurpose facilities, martial arts and nonprofit community organisations.

FitnessForce has built its business around operators that need localised tools across different markets. According to Daxko, the platform supports local payments, biometric access, tax compliance, WhatsApp-based communications and cross-border billing.

It also offers a headless architecture and more than 1,100 APIs, allowing customers to build their own member and staff interfaces while connecting other software systems. The platform can also be deployed as a full out-of-the-box system.

Global expansion

The acquisition reflects a broader focus on parts of the global fitness market where chains and franchise models are expanding. FitnessForce has established a position in regions where gym penetration remains lower than in the United States but growth is faster, Daxko said.

FitnessForce serves customers across 12 countries and three continents, with a presence in several faster-growing fitness markets. Daxko's platforms are used by organisations in more than 55 countries.

Daxko described the combination as a way to serve a broader range of operators, from independent studios and trainers to large franchise systems and multi-site enterprises. Its existing line-up includes Daxko Exercise, Club Automation, CSI, Motionsoft, Operations and Zen Planner.

The transaction also brings in senior leadership from FitnessForce. Founders Hadi Curtay and Quaid Jawadwala are taking roles across Daxko's commercial and engineering operations, with Curtay becoming Managing Director and Vice President of Global Fitness.

Jeff VanDixhorn outlined Daxko's view of demand in the sector.

"Fitness is exploding globally, with much of that growth being led by multi-location and franchise groups who need a platform that extends with them. FitnessForce was purpose-built for how those operators actually run," said Jeff VanDixhorn, Chief Executive Officer, Daxko.

He also explained how the acquisition fits into the company's broader product strategy.

"It is a modern, API-first, headless platform with local capabilities, AI-powered insights and automation, and franchise economics. With FitnessForce, Daxko's fitness management portfolio serves every type of fitness and community wellness organization - from boutique studios and global franchises to large health clubs and mission-driven community centers - with purpose-built platforms designed for how they operate and grow," said VanDixhorn.

Platform focus

The platform includes built-in reporting, integrated sales and customer relationship management workflows, and tools for franchise administration, such as royalty visibility and automated collections across franchisees and master franchisees. Daxko also highlighted features designed to identify sales leads most likely to convert and flag members at risk of cancelling.

Those functions matter for larger operators because franchise and multi-country businesses often face added complexity in billing, communications and regulatory compliance. In that part of the market, software providers compete not only on member management but also on their ability to adapt to local operating conditions.

For Daxko, the acquisition also signals an effort to strengthen its position at the larger end of the fitness software market. While products such as Club Automation have been associated with mid-market clubs and multipurpose facilities, FitnessForce is aimed at larger franchise systems and owned multi-location groups.

Curtay said the deal would give FitnessForce customers access to broader resources and support.

"Joining Daxko is the right next step for our customers, our team, and the markets we serve," said Hadi Curtay, Managing Director and Vice President of Global Fitness, Daxko.

"We built FitnessForce for operators where the standard playbook does not work. Daxko brings the scale, the resources, and the global infrastructure to accelerate what we deliver. Our customers get more, and the regions we serve get a partner committed to long-term investment in how they run and grow their businesses," said Curtay.

The companies did not disclose financial terms. FitnessForce serves customers across 12 countries and three continents, while Daxko said its software is used by fitness, wellness and community organisations in more than 55 countries.