ABC Glofox Customer: FreshFHIIT Gym
- Hamilton, ON
- Boutique Gym
- ~4 years with ABC Glofox
Key Results:
- Monthly churn: ~3%
- Trial-to-next-step progression: 50%
- Close rate: 20-26%
- Monthly new leads: 12-15
The Gym Built From the Trunk Up
Colin Cannella started training clients outdoors, running sessions with equipment pulled from the trunk of his car. He spent time working inside other gyms, watching how operations worked behind the scenes. Then came the question that changed everything: could he run his own operation?
“I had this ‘Aha!’ moment where I thought, ‘Why not me?”
In 2018, he committed to a 12-month lease on a physical space in Hamilton, Ontario, and began building FreshFHIIT from the ground up.
Seven years later, the studio runs on a clear model: a premium $200 per month membership, a structured trial-to-membership funnel, and a monthly churn rate around 3%. Growth is steady. Demand is largely organic. Operations are predictable.
“It’s been this journey, brick by brick.”
The Challenge
Colin describes his early years at FreshFHIIT as running more “fly by wire.” He knew what a great training experience looked like. What he needed was a system that could hold the operational side together, so he wasn’t the one doing it manually.
The real question became: “How do I take payments, manage recurring billing, member profiles, and how do members book in?”
For most new gym owners, these are the exact questions that arise when turning the vision of a new gym into a functioning business.
Those early questions made one thing clear: Colin needed a system that could bring payments, memberships, and bookings together in one place and reliably support the day-to-day operations of his gym.
Why ABC Glofox
When FreshFHIIT first launched, Colin chose a booking platform. At the time, it was the popular choice and covered scheduling and payments.
As the gym matured, Colin’s needs became more specific and outgrew the limitations of the platform.
FreshFHIIT was no longer just managing bookings. The team was running a premium boutique model with a structured trial funnel, recurring memberships, and a member experience that had to feel seamless from day one.
The member-facing app mattered. Ease of use on both sides of the dashboard mattered. And when something went wrong, responsiveness mattered. ABC Glofox offered all three.
“Since switching to ABC Glofox, the experience has been incredibly reliable for both our members and our team. The system is easy to use, support is responsive when we need it, and we haven’t had any major issues. When your platform just works, you can stay focused on coaching, programming, and growing your community.”
For Colin, reliability is not a bonus. It is the baseline. ABC Glofox gave him something more valuable than features: his focus back.
Manage: Run smoother with operational clarity
When you understand what a retained member is worth over time, you can invest more confidently in growth. You can hire. You can expand capacity. You can refine your offer.
For Colin, ABC Glofox makes that visibility effortless with attendance, bookings, revenue, and churn, all in one place.
That clarity is showing up in the results. FreshFHIIT’s monthly churn sits at around 3%, well below the industry benchmark of 6% that many operators measure against.
Low churn at this level reflects a consistent day-to-day experience where members know what to expect—and keep coming back because they get it.
It also gives Colin a foundation for smarter growth decisions. With an estimated member LTV of $1.7k to $2k, he can evaluate investments, staffing, and expansion with the kind of confidence that only comes from knowing your numbers.
“ABC Glofox gives us a clear view of our business—from retention to revenue—which means every decision we make is backed by confidence, not guesswork.”
Delight: Keep members connected without adding admin
Colin uses ABC Glofox’s messaging tools the way a great business communicates: purposefully.
Schedule updates, closures, cancellations, and event reminders—the kind of consistent, operational communication that reduces confusion and reinforces trust.
The smaller touchpoints matter too. Birthday emails might seem like a minor detail. But for FreshFHIIT, they’re a signal that the business sees its members as people. It’s the kind of thing members notice without being able to name it, and it contributes to the community feel that makes cancellation feel like a loss.
You can see that community in action on their Instagram, where member experiences and daily gym life are shared consistently.
“Members love having an email sent to them on their birthday.”
At FreshFHIIT’s monthly pricepoint, the member experience has to align. These consistent touchpoints are part of how they deliver that premium experience to each and every member.
Grow: A structured funnel that actually converts
Last year, Colin spent only $1,500 on Meta boosts because the majority of new business came from organic demand. That makes conversion efficiency crucial, because the business depends on quality leads, not on volume generated by ad spend.
Currently, Colin sees 12 to 15 new leads per month captured through ABC Glofox, giving the gym a consistent pipeline without requiring a complex marketing operation.
The funnel is deliberate, and it works:
- 7-day trial: a cultural immersion, not a sales pitch. 14 started, 7 advanced. 50% trial-to-next-step progression.
- 8-week starter program: $350, designed to move prospects into full membership with confidence.
- Primary membership: $200/month, unlimited. Overall close rate: 20–26%.
“It’s a seven day trial… essentially it’s just a cultural experience.”
For a gym running almost entirely on organic demand, that close rate is the result of a partner that removes friction at exactly the moment prospects decide whether they are going to commit.
Future: Built to scale
“I can see a future. I can see us scaling.”
Seven years in, FreshFHIIT is executing a model that works:
- Steady organic demand
- A structured trial-to-membership path
- Premium pricing
- Retention metrics
“Commitment is the engine of the business, not motivation.”
More capacity, the right team, systems that grow without adding complexity—that’s what’s next for FreshFHIIT. And we’re here to make sure the platform grows with it.
If you’re exploring how other boutique fitness businesses are scaling, browse more customer success stories from ABC Glofox customers.
Every gym has a different starting point. ABC Glofox meets you at yours.
Ready to build a gym worth scaling? Book a demo to see how ABC Glofox helps fitness businesses manage, delight, and grow.
FreshFHIIT at a Glance
| Years operating | 7 (anniversary Jan 7, 2026) |
| Software history | ABC Glofox ~4 years; previously Mindbody |
| Leads via ABC Glofox | 12–15 per month |
| Trial performance (recent month) | ~14 signups; ~7 advanced to next step |
| Close rate | ~20–26% |
| Monthly churn | ~3% (industry average: ~6%) |
| Average member LTV | $1.7k–$2k |
| Main membership | $200/month, unlimited |
| Other offers | Mornings-only; 12-pack, 20-pack; 8-week starter $350 |
| Ad spend (last year) | ~$1,500 Meta boosts — majority of growth is organic |
