How to offer one membership across multiple gym brands — without changing your booking system
The short answer: if you run several studio brands on separate booking systems (or separate sites within the same system) and want to sell one membership or credit pack that works across all of them, you have four options: reconfigure your existing platform, consolidate everything onto one new system, build a custom app, or add a white-label app layer that syncs with the systems you already run. The layer approach is the only one that gets you cross-brand memberships without a migration. Here’s how to think about all four.
The problem, in plain terms
You own two or three studios under different brands — say a reformer studio, a strength gym and a recovery space. Each runs happily on its own booking software: one on Mindbody, one on Glofox, maybe a third on TeamUp or Momence. Members love the idea of one membership across all of them: a ClassPass, but for your brands only.
And your software can’t do it. Each brand is its own site with its own member database, its own payments and its own passes. A credit bought at one studio doesn’t exist at the other two. So the “group membership” lives in a spreadsheet, or doesn’t happen at all.
This isn’t an edge case — it’s the default situation for any operator who’s grown by opening or acquiring distinct brands rather than cloning one. And it’s platform-agnostic: the same wall exists whether your sites run Mindbody, Glofox, WellnessLiving, Zen Planner, TeamUp, Mariana Tek or Momence.
Option 1: Reconfigure your current platform
Worth checking before anything else. Most of the market leaders support memberships across locations — Mindbody within a linked multi-location setup, Glofox and WellnessLiving through their multi-location and enterprise tiers, Zen Planner and TeamUp across sites under one account. But every one of these assumes the same thing: one brand with several sites, living in one linked network with one member database.
If your brands run as separate sites or accounts (common when they launched at different times, or came through acquisition), merging them into one linked network usually means collapsing your brands into one consumer identity, re-papering member agreements, and reworking reporting. Some operators do it. Most look at what it breaks and quietly close the tab. And if your brands sit on different platforms, this option isn’t on the table at all — no vendor’s multi-location feature reaches into a competitor’s system.
Do this if: your brands are really one brand with different signage, they’re all on the same platform, and you’re happy for members to experience them that way.
Avoid if: the brands are genuinely distinct, or your sites are on different platforms entirely.
Option 2: Consolidate onto one new platform
Move all brands onto a single system that handles multi-brand membership natively. It solves the problem properly — and it’s the most painful route here, because it’s not one migration, it’s two or three simultaneous ones. Every member re-carded, every schedule rebuilt, every front-desk team retrained, at every site, at once. Booking-system migrations are the project studio owners regret most — ask anyone who’s moved off Mindbody or onto it — and this is the multiplayer version.
Do this if: you were leaving your current software anyway.
Avoid if: your current systems work fine and the only thing missing is cross-brand membership.
Option 3: Build a custom app
Commission an app that connects to each of your booking systems through their APIs and handles the shared wallet itself. Total control, exactly your logic — and you’ve just become a software company. A serious agency build starts around £250k, takes the best part of a year, and then needs maintaining forever: OS updates, API changes across every platform you connect to, store review, security patches. For a three-site operator, the maths almost never works.
Do this if: you’re a large chain with in-house engineering.
Avoid if: you’re not.
Option 4: A white-label app layer over what you already run
The fourth route keeps every studio on its existing booking software and adds a branded member app on top. The app syncs schedules, spots and bookings two-ways with each site’s system, and holds the cross-brand logic — shared credit blocks, group-wide memberships, per-class credit pricing — itself. Your members get one app, one wallet, one membership across every brand. Your front desks change nothing, whichever mix of platforms they’re on.
This is the only option that delivers the ClassPass-for-your-own-brands experience without a migration or a development team. The trade-off is that the category is small: most “white-label fitness apps” are either coaching add-ons or branded skins sold by the booking platforms themselves — Mindbody, Glofox and WellnessLiving all sell one — which can’t step outside their own commerce rules or reach across to a rival’s system. Which is usually why you’re reading this in the first place.
It’s what we built BlockFit Labs to do. Labs connects to major systems like Mindbody, Glofox, WellnessLiving, Zen Planner, TeamUp, Mariana Tek and Momence, ships native iOS and Android apps under your name in both stores, and runs the whole thing as a managed service — you never hire a developer.
What each option costs you — and when
The numbers vary by operator, but the shape of the cost is what separates these options, because the shape decides who carries the risk if members don’t take to the app.
| Upfront | Ongoing | Cost scales with | If the app doesn’t land | |
|---|---|---|---|---|
| Reconfigure your platform | Staff time, agreement re-papering | Your existing fees | Nothing new | Brands already merged — hard to undo |
| Consolidate platforms | 2–3 migrations at once | New platform fees, per site | Sites and members | You've re-platformed everything for a feature nobody used |
| Custom build | £250k+ before a single booking | Maintenance and updates, paid whether it's used or not | Nothing — you pay the same if it flops | The money is spent. All of it |
| White-label layer | Modest setup cost | A small fee per booking or per active app user | Actual usage | You've risked weeks and a setup fee, not a capital project |
The first three make you pay for the app before you know whether your members want it. The layer model inverts that: the ongoing cost is tied to bookings made and members active in the app — so the bill only grows when the thing is demonstrably working. If usage is thin, so is the invoice. Your app provider is, in effect, co-invested in your members actually using it.
That’s how Labs is priced: a setup cost to get your app built and into the stores, then usage-based fees from there. The exact numbers depend on your sites, your systems and how much customisation you want — which is what the walkthrough is for.
Questions operators ask about this
Can Mindbody, Glofox or WellnessLiving do memberships across separate sites or brands?
Within one linked multi-location network on the same platform, yes — that's what their multi-site and enterprise tiers are for. Across separate sites — which is how distinct brands are usually set up — the member databases and payment relationships don't merge, so a genuinely shared membership isn't available out of the box. And no platform's multi-location feature can span sites on a different platform.
Do my studios have to move off their current booking systems?
Not with the layer approach. Each site keeps its own system as the operational source of truth — Mindbody, Glofox, WellnessLiving, Zen Planner, TeamUp, Mariana Tek, Momence or otherwise — and the app syncs with all of them and adds the cross-brand membership on top.
What if my brands are on different platforms — one on Mindbody, one on Glofox?
That's fine, and it's actually the scenario where a layer is the only practical option, since no single platform can natively span a competitor's system.
Which booking systems does BlockFit Labs connect to?
Major systems like Mindbody, Glofox, WellnessLiving, Zen Planner, TeamUp, Mariana Tek and Momence. Running something else? Tell us what — connecting to your systems is part of the build, not a hard limit.
Can different brands keep different pricing?
Yes. Each class can carry its own price in credits or cash — one credit for open gym, two for the 6am reformer, a premium rate at the flagship site — while the wallet stays shared.
How is a white-label app layer priced?
Typically a setup cost, then usage-based fees — per booking made through the app, or per active member, depending on how the studio sells. That structure matters more than the rate: unlike a custom build, most of the cost only arrives once the app is generating bookings, so the provider carries a share of the adoption risk with you.
How long does it take?
Weeks, not months. There's no migration, so the work is connecting your systems, applying your brand, and getting through app store review.
BlockFit Labs builds and runs white-label member apps for single studios and small circuits, on top of the booking software they already use.
Book a walkthroughWe’ll show you the platform wearing your brand.