Fitronics Limited

What Fitronics Limited does

Fitronics Limited is a UK-based software company that develops SaaS solutions for the sport, health and fitness industry, with two flagship products: CoursePro, a sports course management platform covering swimming, gymnastics, tennis, and golf, and TRP (The Retention People), a membership retention suite backed by nearly 20 years of proprietary research including the landmark TRP 10,000 longitudinal retention study. The company serves more than 1,000 swim schools, leisure trusts, multi-site fitness chains, golf clubs, local authorities, and national governing bodies globally, managing over 1 million active members through the CoursePro platform. Named customers include Virgin Active, GLL (135+ UK leisure centres), Parkwood Leisure (60 venues), British Gymnastics, Pendle Leisure Trust, and Magna Vitae, alongside a long tail of independent swim schools, tennis clubs, and gymnastics clubs.

The platform architecture combines CoursePro's administrative Control Centre, an offline-capable Teacher Portal mobile app for instructors, a customer-facing HomePortal for parents and members, and the FitronicsPay payment module, with CommsPortal providing email and SMS communications. The TRP suite includes Insight (NPS measurement), Digital (engagement tools), and Interact (staff interaction tracking). AI capabilities are delivered through Zoho's Zia assistant integrated across CRM, customer support, campaigns, survey, and analytics workflows, and through TRP 4.4 (2025), which introduced AI-enabled predictive analytics and structured member data processing. The Strive platform extends the offering into digital programme management for National Governing Bodies and standardized learn-to sport programmes, while the MEA (Member Experience Awards) programme functions as an annual NPS-based industry benchmark across leisure trusts, local authorities, golf clubs, and gyms.

Fitronics operates a subscription-based, quote-priced SaaS revenue model with annual billing and monetizes through direct enterprise sales supplemented by a channel partner ecosystem including Jonas Club, Gladstone, Xn, Les Mills, and Proinsight. The firm is a subsidiary of Jonas Software (Jonas Family of Companies), a diversified software conglomerate, and is headquartered in Bath, UK, with its registered office in Wallingford, Oxfordshire. Geographic reach spans the UK, Dubai, and South Africa, with brand presence extending into Australia and the USA via the MEA awards programme. Recent strategic activity has emphasized AI-enabled product extensions, channel partner expansion, and a focused geographic push into South Africa via Virgin Active.

Name

Fitronics Limited

Legal name

Fitronics Limited

Website

https://fitronics.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Fitronics Limited provides SaaS software for the sport, health and fitness industry, including CoursePro for sports course management and TRP for membership retention. The company serves over 1,000 swim schools, leisure operators, governing bodies, and multi-site fitness chains across the UK, Middle East, and Africa.

Ownership category

akta.pro rank

Product category

Sports & Fitness Management Software

NAICS

Computer Systems Design and Related Services (54151), Sports and Recreation Instruction (611620)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

General Personal Training (In-Person & Virtual) (HSADAAAA)

akta.pro secondary industry

Endurance Sports Coaching & Training Camps (Running, Cycling, Triathlon, Swimming) (MPAKAJAH)

Keywords

• Sports course management software
• Membership retention software
• Leisure management software
• Swim school software
• Fitness industry SaaS

Headquarters

HQ city

Bath

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Others

Revenue model

1. Software Subscriptions: Fitronics generates revenue primarily through software subscription fees for CoursePro, TRP, Strive, and other platforms. Customers include leisure operators, swim schools, gymnastics clubs, tennis clubs, and golf clubs that pay recurring fees to access the software platform.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels13 records

Core offering

Fitronics Limited develops, sells and supports cloud-based SaaS software for the sport, health and fitness industry. Its primary offerings are CoursePro, a sports course management platform for swim schools, gymnastics, tennis and golf clubs with instructor and customer portals, and TRP (The Retention People), a membership retention and customer experience platform built on ~20 years of industry research.

Product overview

Fitronics Limited provides a portfolio of software solutions for the sport, health and fitness industry. The core product is CoursePro, a sports course management platform covering swimming, gymnastics, tennis, and golf. Complementary products include TRP (The Retention People) for membership retention and customer experience with modules for NPS measurement (Insight), digital engagement (Digital), and interaction tracking (Interact). Additional offerings include FitronicsPay (payment processing), CommsPortal (communications), Consult (behavior change training), and Strive (learn-to programme management). The MEA awards programme rounds out the ecosystem, which collectively helps operators reduce admin, monitor customer satisfaction, and improve member retention.

Differentiator

Problem solved

Functional benefit

Brands

• CoursePro: Leading sports course management software for swim schools, gymnastics clubs, tennis clubs and leisure operators. Includes Control Centre, Teacher Portal and HomePortal features.
• TRP (The Retention People)
• Consult
• Strive
• MEA (Member Experience Awards)
• FitronicsPay
• CommsPortal
• iC (Intelligent Counting)

Products and services

• CoursePro

Quantifiable outcome

• 5x higher 12-month retention rate for members spoken to each visit compared to those never spoken to
• +6 more outcomes

Named customers21 records

Segments9 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature8 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Swimming Teachers' Association (STA)coreStrategic or Co-development Partner · 1 April 2026CoursePro named STA as its Charity Partner of the Year and launched the CoursePro Learn to Swim Fund (April 2026 - March 2027) to improve access to swimming across UK and Ireland. Partnership focuses on subsidising or funding swimming lessons, particularly for school swimming and early-stage learners.
• ProinsightcoreStrategic or Co-development PartnerFitronics partnered with Proinsight Mystery Shopping for the ConnectCX Summit, a customer experience focused industry event. Proinsight specializes in mystery shopping and data monitoring for the leisure industry.
• Keith SmithcoreStrategic or Co-development PartnerKeith Smith, an industry expert with over two decades of experience, partnered with Consult brand to deliver the 'Interaction Training Workshop'. Smith has presented at industry conventions in UK, China, Middle East, USA, Italy, India, and Latvia.
• British GymnasticscoreStrategic or Co-development PartnerFitronics partnered with British Gymnastics to develop the Rise Gymnastics programme and Rise Hub parent portal using the Strive platform. This partnership creates individualised recreational gymnastics programmes with personalised progress updates for parents.
• Parkwood LeisurecoreStrategic or Co-development PartnerParkwood Leisure partnered with Fitronics to improve accessibility to swimming courses across 60 venues. Solution allows parents to add children to specific waiting lists for swimming lessons with automated notifications when spaces become available through CoursePro.
• Jonas ClubcoreChannel Partner/ Reseller/ DistributorKey partnership for 2024 and 2025 growth strategy. Fitronics is launching new member insight features to support Jonas Club's back-to-base growth initiatives.
• GladstonecoreChannel Partner/ Reseller/ DistributorKey partner for 2024 growth. Gladstone is selling back-to-base with improved insight and digital products from Fitronics.
• XncoreChannel Partner/ Reseller/ DistributorKey partner in 2024 growth strategy, working to streamline partner processes and enhance cross-team collaboration.
• Les MillscoreChannel Partner/ Reseller/ DistributorKey partner for 2025. Development of LMS integrations for Clubcount being developed with Les Mills.
• UKactiveminorOthersFitronics works with UKactive as one of the organisations proudly supported, indicating industry alignment and association membership.
• Bath MindminorOthersFitronics selected Bath Mind as Charity of the Year 2023. MD Daniel Haywood cycled from Lands End to John O'Groats to raise funds for the mental health charity.
• ZohocoreTechnology or IntegrationFitronics integrates Zoho's AI-powered assistant Zia across CRM, Desk, Campaigns, Survey, and Analytics applications for customer support, marketing personalization, and business analytics.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• TeamUnify: Swim team and swim school management software for clubs, coaches, and families. Directly competes with CoursePro in the swim school segment with overlapping functionality (registration, billing, communications, parent portals).
• ClubReady: Cloud-based club management software for boutique fitness studios, gyms, and martial arts schools. Direct competitor in the fitness operator segment with similar SaaS features (memberships, billing, scheduling, retention tools).
• XN Leisure: UK provider of leisure management systems for sports centres, health clubs, and swimming pools. Active channel partner of Fitronics but also a competitor; serves the same leisure operator, local authority, and trust customer base with comparable booking, membership, and access control software.
• Jonas Club Software: Sister company under Jonas Software serving private golf, country, athletic, and yacht clubs with member management software. Directly comparable vertical SaaS for sports/leisure clubs with overlapping buyer personas (club managers, membership teams) and shared distribution.
• Gladstone Software: UK-based supplier of leisure management software to sport and leisure operators, with whom Fitronics has a channel partnership. Directly competes in the same enterprise leisure-trust segment (multi-site operators, council leisure facilities) with overlapping feature sets (membership, bookings, payments).
• EZ Facility: Sister Jonas company offering facility management and member scheduling software to sports and recreation organizations in North America. Same parent (Jonas Software) and directly comparable vertical SaaS targeting recreation centres and sports facilities.
• PerfectGym: Cloud-based club management software for fitness clubs, leisure centres, and gyms. Competes with TRP in the operator membership management and retention space, particularly in EMEA markets.

Broad incumbents

• Mindbody: Large incumbent wellness and fitness business management platform acquired by Mindbody (and partly backed by Vista Equity). Overlaps with Fitronics in swim schools, gymnastics, and fitness operators but serves a much broader set of verticals (spas, salons, wellness).
• Active Network / Activity Messenger: Enterprise-scale registration, membership, and activity management platform serving sport organizations, camps, and recreation centres. Overlaps with Fitronics' Strive and CoursePro in learn-to programme management and registration workflows at scale.

Emerging players

• Glofox: Boutique fitness studio management software with strong member engagement and retention tooling. Adjacent competitor in the fitness operator retention category where Fitronics' TRP also competes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/FitronicsSoft
• Facebookfacebook.com/fitronicsfamilyofbrands
• LinkedInlinkedin.com/company/fitronics-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fitronics Limited