Improving fitness club performance with a real-time data analytics platform
midtown athletic club
We built a business intelligence platform that empowers teams with real-time insights to improve financial performance and customer experience.
SERVICES
PRODUCT STRATEGY
UX/UI DESIGN
PROTOTYPING
USER TESTING
DATA ANALYTICS
QUALITY ASSURANCE
PROJECT INFO
High-tech fitness club held back by outdated data practices
Midtown Athletic Club is a network of eight high-end clubs across the U.S. and Canada, united by a mission to inspire people to transform their lives.
More than just gyms, their resort-like environments combine cutting-edge equipment with pools, spas, shops, restaurants, and boutique fitness studios. Running such a complex operation requires timely, accurate data but their existing platform wasn’t meeting expectations. The tool was hard to use, lacked the metrics teams relied on, so the adoption was low.
Ready for a data-driven future
Midtown Athletic Club approached Infinum in 2024 to help them design and develop a business intelligence platform tailored to their needs. Built in Microsoft Power BI, the new platform gives Midtown a real-time view of their performance across every level, from revenue and expense data to club and fitness class utilization, membership information, and resource planning. Now that the data tells a clear business story, Midtown can set data-based KPIs, align teams on the big picture, and forecast the future with confidence.
Establishing focus through a discovery workshop
Before diving into design and data, we interviewed Midtown’s stakeholders to gain a deep understanding of their pain points and business goals.
Design requirements
Together, we defined a core set of eight user-centered design requirements to ensure the platform is intuitive, widely adopted, and aligned with Midtown’s brand values.
Custom metrics
Midtown came in with a clear idea of the metrics they wanted to track, but through the discovery process we’ve helped them explore new ways of interpreting member data.
Prototyping, testing, learning
Using a Power BI UI kit in Figma, we created a realistic prototype of the design so the client could visualize the dashboard before investing resources in development.
OUTCOMES
Design requirements identified
08
Types of data visualization used
10
Charts created
55
From scattered reports to a single source of truth
The days of manually combing through Excel sheets and navigating hard-to-use tools are over. Midtown now has a centralized platform with all key metrics in one place, giving executives, managers, and staff a shared understanding of their business performance.
The dashboards we built with Infinum have become the front window into what’s happening behind the scenes in our business. They give us visibility into what needs attention before it becomes a bigger issue.
JON BRADY
PRESIDENT, MIDTOWN ATHLETIC CLUBS
Reliable, up-to-date information
Data refreshes five times a day, so teams at Midtown always work with the latest numbers. That means they can send well-timed nudges or targeted offers that keep members engaged.
Clear business trends
Midtown teams can easily compare current results with past performance. Month-over-month and year-over-year views, paired with consistent color cues, make make patterns obvious and progress easy to track.
DISCLAIMER
Data shown is illustrative and does not reflect real client figures.
Role-based access
Executives, general managers, and national directors have access only to the data most relevant to them.
Turning metrics into motivation
Leaderboards and performance comparisons encourage friendly competition and celebration of shared goals and milestones.
Artificial intelligence, real-time insights
A layer of Microsoft AI translates data into plain-language summaries, making key points easy to grasp. Summaries update in real time as users filter or drill down.
The AI insights generator surfaces patterns we might have missed at first glance, bringing valuable information to the forefront.
JON BRADY
PRESIDENT, MIDTOWN ATHLETIC CLUBS
AI-powered member engagement
Looking ahead, Midtown plans to expand their AI capabilities to respond to customer inquiries faster, knowing that replying within 60 seconds increases the likelihood of resolving the issue or securing a new member by 80%.
OUR PROCESS
Purpose-Driven Design
Purpose-driven design is our blueprint for solving design challenges. We’ve spent years refining it, and it guides every project from kickoff to launch and through post-launch growth and optimization. We look for purpose in every decision we make and every pixel we place. From strategy to implementation, we make sure everything we do is rooted in making the user experience better.
1
Real Value Is Discovered
2
You Can’t Guess Your Way to Credibility
3
Usefulness Depends on Empathy
4
Design for Context, Not Device
5
Innovation = Aspiration ÷ Feasibility
6
Keep It Human
Complex data made simple
From tennis coaches to senior execs, everyone at Midtown now speaks data fluently. Clean, intuitive dashboard makes complex data easy to understand and act on.
Interactive data exploration
The interface invites exploration. Users can start with a big-picture view and drill down into details. It’s closer to a modern app experience than a static report.
Works seamlessly across desktop and mobile
DATA MODELING & VISUALIZATION
We built a platform Midtown can grow into — fast even as data volumes increase and flexible enough to add new sources or metrics without disruption.
Bringing data to life
Microsoft Power BI was the ideal data visualization platform for this project. It integrated seamlessly with Midtown’s existing data storage solution, while giving us the flexibility to design dashboards tailored to their specific needs.
DISCLAIMER
Data shown is illustrative and does not reflect real client figures.
Behind the simple interface, the dashboard is powered by custom calculations that uncover valuable insights, such as member retention trends.
Optimized for performance
Data is organized in a star schema to load faster, refresh quickly, and respond instantly to interactions like filtering and drilling down.
