Wallet Passes built for Fitness Club

Business: Boutique fitness studio
Country: Netherlands
Time: 6 months
Revenue growth: 31,000 €

Challenge

Members bought 10-visit packs and then disappeared for weeks. Frozen memberships sat unused, and Tuesday–Thursday classes were half empty while Saturday was waitlisted. The studio had emails, but they were easy to ignore, and there was no live view of remaining visits on a card people actually opened.

Strategy

Each member received a Wallet Pass with remaining visits, freeze status, and the next booked class. Passquare sent class reminders, a nudge when a pack had not been used for 10 days, and a small streak bonus for three visits in one week. Frozen members got a one-tap offer to unfreeze before the pause expired.

Implementation

Membership on the pass

The front of the Wallet Pass showed remaining visits and the current freeze state. When a member checked in, the CRM updated Passquare and the number on the pass changed together with a short push.

Class reminders

Members who booked a class received a push the evening before. If a spot opened on a quiet weekday, a nearby segment with unused visits was invited first.

Streaks and freeze recovery

A weekly streak bonus appeared on the pass after three visits. Members with a freeze ending in 7 days received a personal offer to come back. No extra app install was required — the Wallet Pass was already on the lock screen.

Results

During 6 months of work:

Visit frequency. Average visits per active member rose by 24%.
Frozen memberships. 33% of paused members returned before the freeze expired.
Midweek occupancy. Tuesday–Thursday classes filled 18% more seats without discounting Saturday.

Conclusion

The studio stopped treating the membership card as a plastic object in a gym bag. Remaining visits, class times, and freeze status now live in Apple Wallet and Google Wallet, so members see them every time they unlock the phone. Occupancy became a messaging problem instead of a pricing problem.

Get started free

Try Passquare — it’s free & easy.

Create an account, set up your signup form, design your cards, issue a few wallet passes, and send your first push notifications.