In collaboration with Midtown Athletic Club, we designed and developed a business intelligence platform fit for a premium fitness brand.
If you’ve ever been on a fitness journey, you know the deal: if you’re not tracking, you’re slacking. Achieving your goals, whether that’s gaining muscle, losing weight, or maintaining a healthy lifestyle, starts with tracking your diet, your steps, and your progress.
Running a fitness club is no different. You can’t optimize what you can’t measure. Operational performance and member satisfaction depend on tracking the right metrics: Is that fitness coach underutilized? Why are class bookings dipping in winter? Are peak hours aligned with staff schedules and facility availability?
Reaching that level of insight requires data that’s timely, accurate, and easy to act on. That’s what brought Midtown Athletic Club, a North American high-end fitness brand, to Infinum.
No insight, no gain
Midtown Athletic Club operates eight high-end clubs across the U.S. and Canada, each designed to inspire transformation through movement, community, and personal attention. Their resort-style facilities combine pools, restaurants, hotels, and boutique studios with traditional gym spaces and are packed with high-tech equipment. Cutting-edge technology is a core part of their experience, and they’ve built a reputation for innovation in the industry.
Running an operation this complex generates massive amounts of data. When Midtown came to us, they were sitting on a goldmine of insights buried in fragmented systems, with some data still managed manually in spreadsheets. The analytics tool they had invested in wasn’t meeting expectations, and adoption across teams was low.
Most companies prioritize becoming a data-driven organization – or becoming better at being one. Unfortunately, the research shows it’s easier said than done, with more than 60% of AI projects in 2026 projected to be abandoned due to data issues.
JOE ROSENTHAL,
HEAD OF MIDWEST BUSINESS DEVELOPMENT, INFINUM
Many internal systems suffer from being difficult (or just unpleasant) to use, which leads to adoption issues right off the bat. And the danger of sending good money after bad.
Establishing focus through a discovery workshop
To gain a deeper understanding of Midtown’s pain points and needs, we interviewed their stakeholders. They weren’t just looking for better-looking dashboards or surface-level metrics. What they needed was a business intelligence platform that could empower their team with actionable insights, a single source of truth to align teams, support decision-making, and uncover both inefficiencies and opportunities.
Without reliable data, setting success metrics was difficult, and teams lacked visibility into the bigger picture. But Midtown’s goals went beyond operational efficiency. They wanted to elevate the member experience, build trust in data across the organization, and give every team the tools to make smarter decisions. That meant the ability to compare past and present performance, forecast the future with confidence, and ultimately create a truly data-driven culture.
From scattered spreadsheets to strategic decisions
Together with Midtown, we built a data analytics platform in Microsoft Power BI tailored to their business operations. Now, their team has a centralized, real-time view of their performance across every level, from revenue to memberships. The platform is fast, powerful, intuitive, visually compelling, and built to grow with Midtown. Designed using our purpose-driven design framework, the tool seamlessly works on desktop and mobile, supports users of all skill levels, and reflects Midtown’s premium brand identity.
“The platform gave Midtown a new perspective on their business. They started with a clear idea of which metrics they wanted to track, but through collaboration, we identified additional ones that were just as important. The way they’re looking at membership retention is powered by some fairly complex calculations. It quickly became a key source of insight for how their membership business operates,” explained Chris Cipriano, Infinum’s senior digital producer.
To make data accessible to everyone, we implemented AI-generated summaries to surface key takeaways and trends. We also introduced gamification features, such as leaderboards and team comparisons, to drive collaboration and friendly competition among teams.
Just as Midtown helps people transform their lives through movement, Infinum transformed the way Midtown runs its business through real-time insights.
Midtown’s president, Jon Brady, played a central role in turning those insights into action. His leadership helped shape a culture where teams feel empowered to use data to drive meaningful impact across the organization. A global leader with over 30 years of industry experience, Jon appeared in our online event series, Delivered, to share his unique approach to leadership and to discuss adopting technology with purpose. Watch the full conversation here.
For more details on the project, read the full case study. If your business faces a similar challenge, contact us to learn how we can help you turn scattered data into a clean system that reveals patterns, delivers valuable insights, and forms a strong foundation for AI.