What MXM does

MXMetrics (operating as MXM) is a private SaaS company founded in 2013 by fitness industry veteran Blair McHaney and headquartered in Wenatchee, Washington. The company provides a member experience management platform purpose-built for fitness club operators, enabling automated real-time feedback collection across the member journey, sentiment and theme analysis via text analytics, key driver analytics linked to NPS, case management with read-and-reply workflows, and competitive review benchmarking. The platform is branded 'MXM powered by Medallia,' leveraging Medallia's enterprise CX technology as the underlying engine with MXM's proprietary fitness-tuned text analytics and AI-based machine learning layered on top.

The product portfolio includes the core Member Experience Management Platform, a premium MXM+ tier with advanced analytics (Topics Explorer, sentiment scoring, importance metrics), and an eNPS module for employee engagement. Supporting assets include the Strategy Wheel operational excellence framework, the annual Five 9s Awards and Locations of Excellence recognition programs, and the 'There's Money in Your Member Experience' webinar series. The company has served 850+ fitness clubs across 10+ countries, with named customers including VillaSport Athletic Club and Spa, The Houstonian Club, EoS Fitness, Fitness Formula Clubs, Rochester Athletic Club, and Jewish Community Center of San Francisco.

The business model is enterprise SaaS subscription billed annually on a quote-based, demo-driven sales motion with no publicly listed pricing and no self-serve purchase path. Distribution relies on a small inside sales team in Wenatchee with up to 25% travel, supplemented by the ABC Fitness Solutions channel partnership and industry events (IHRSA, Club Industry). Revenue figures are not publicly disclosed; the company appears bootstrapped with no disclosed institutional funding. Customer-reported outcomes include 7-22% member attrition reduction, 20% staff attrition reduction, 10-30 leads per month, and $100K-$300K EBITDA increase per club annually.

Name

MXM

Legal name

MXMetrics

Website

https://mxmetrics.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Fitness Member Experience Management Software

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Consulting Services (541613)

SIC

Services-Advertising (7310)

akta.pro primary industry

Customer Experience (CX) & Voice of Customer (NPS/CSAT, Journey Research) (MPAAALAH)

akta.pro secondary industries

Sports Data, Analytics & CRM Services (Fan Data, Insights, Audience Development) (MPAKAKAO), Customer Journey Orchestration & Campaign Management (BPAFAFAF)

Keywords

• Member experience software
• Fitness club feedback
• Customer experience management
• Text analytics platform
• NPS measurement software

Headquarters

HQ city

Wenatchee

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Subscription (SaaS): MXMetrics operates as a software-as-a-service (SaaS) company providing the MXM platform for member experience management. Fitness club operators pay subscription fees to access the platform, receive surveys, dashboards, text analytics, and read/reply capabilities. The platform is positioned as a profit center that generates leads and reviews, not just a cost center.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

MXMetrics (MXM) sells a SaaS member experience management platform built on Medallia technology that helps fitness club operators capture real-time member feedback across the member journey, analyze sentiment through AI/ML text analytics, track NPS and key loyalty drivers, and respond to member concerns. The platform includes automated survey distribution, dashboards, read-and-reply case management, competitor review tracking, and an MXM+ premium tier with advanced analytics.

Product overview

MXMetrics is a member experience management software platform for fitness club operators. The core product is the Member Experience Management Platform powered by Medallia, which enables operators to collect real-time member feedback through automated surveys, analyze sentiment via text analytics, and track key metrics like NPS. The platform is offered in a base tier plus an enhanced MXM+ tier with advanced analytics capabilities. Additional offerings include an Employee Net Promoter Score (eNPS) module for staff feedback, the 'There's Money in Your Member Experience' educational webinar series teaching the Money Framework methodology, and a Strategy Wheel framework for operational excellence. The company also runs the Five 9s Awards recognition program for industry excellence, and released free COVID-19 tools including the Healthy Club Feedback System.

Differentiator

Problem solved

Functional benefit

Brands

• MXM+: Advanced member experience management platform offering enhanced features including $100K-$300K increased EBITDA per club per year, 7-22% reduction in member attrition, 20% reduction in staff attrition, 10-30 quality leads per month, and 700% increase in reviews.

Products and services

• MXMetrics Member Experience Management Platform Core SaaS platform for fitness club operators that captures real-time member feedback at every touchpoint of the member journey. Provides automated survey distribution, NPS tracking, dashboards, text analytics, and read-and-reply case management capabilities for club owners and managers.
• MXM+ Enhanced analytics tier of the MXMetrics platform that adds advanced features including Topics Explorer, sentiment analysis, topic importance scoring tied to NPS, review generation, and referral capture. Targets fitness operators seeking quantified outcomes such as 7-22% reduction in member attrition, 20% reduction in staff attrition, 10-30 leads per month, and $100K-$300K EBITDA lift per club per year.
• eNPS (Employee Net Promoter Score) Employee feedback add-on module for MXMetrics that measures employee engagement and sentiment through Net Promoter Score surveys, enabling fitness operators to understand staff perspectives and improve company culture.

Quantifiable outcome

• 7-22% reduction in member attrition
• +5 more outcomes

Named customers13 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability5 records

Feature10 records

Partnerships

Four partnerships are on record, tiered core and minor.

• ABC Fitness SolutionscoreTechnology or IntegrationABC Fitness Solutions is a key technology partner with highly robust API integration capabilities. MXM works particularly well for ABC customers with automatic survey execution triggered by signups and cancels, integration with customer data, and rapid setup in hours or days. The partnership enables understanding of new member experience and cancellation reasons.
• MedalliacoreTechnology or IntegrationOfficial partner powering the MXM platform. MXMetrics is a Medallia partner, using Medallia's technology as the core platform for executing member feedback programs. The company is 'MXM powered by Medallia.'
• REX RoundtablescoreStrategic or Co-development PartnerREX Roundtables is designed for business owners passionate about getting better in four areas: business performance, leadership & management skills, personal life balance, and community relationships. MXMetrics is a REX Trusted Supplier Gold partner, participating in the REX ecosystem for fitness business operators.
• Alliance FitnessminorStrategic or Co-development PartnerAlliance Fitness is a Brazilian company dedicated to club owners and managers with management education and tools to better serve their customers. Partnership extends MXMetrics' reach into the Brazilian fitness market.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• ClubIntel: Fitness industry specialist in member experience research, benchmarking, and customer insights for health clubs. Directly comparable as a fitness-vertical CX and member experience research provider with overlapping customer base (fitness operators) and adjacent service offering.
• Delighted: Customer feedback and NPS platform for collecting, analyzing, and acting on customer experience data. Directly comparable as a lightweight CX/VOC platform targeting SMB and mid-market with similar subscription and NPS-centric positioning.
• AskNicely: NPS-focused customer experience platform targeting mid-market and frontline service businesses. Directly comparable as a CX platform built around NPS measurement with text analytics and feedback workflows, serving similar operational customer use cases.
• GetFeedback (Momentive): Customer feedback platform from Momentive (SurveyMonkey parent) for NPS, CSAT, and CES measurement with text analytics. Directly comparable as a CX feedback platform targeting similar mid-market customers with SaaS delivery.

Broad incumbents

• SurveyMonkey: General-purpose survey and feedback platform with CX and market research capabilities. Comparable as a survey/VOC tool used by businesses for NPS and feedback collection, but serves all industries without fitness-specific vertical expertise.
• InMoment: Enterprise customer experience platform with text analytics, surveys, and action-planning tools. Comparable as a CX/VOC platform with sentiment analysis and AI capabilities, but operates at enterprise scale across multiple industries rather than specializing in fitness.
• Qualtrics: Leading enterprise experience management platform covering customer, employee, product, and brand experience. Comparable as a CX/VOC platform with sophisticated text analytics and AI-driven insights, but operates broadly across industries and is far larger than MXM.
• Medallia: Enterprise CX platform that powers MXM's underlying technology and has a formal partner relationship with MXM. Directly comparable as a CX and Voice-of-Customer platform with text analytics and NPS capabilities, but serves all industries broadly and was MXM's former employer of its founder.

Others

• ABC Fitness Solutions: Leading fitness club management software platform and MXM's primary channel/integration partner. Comparable as a core technology provider for the same fitness club customers, but serves club operations/membership rather than member feedback — partnership rather than direct competition.
• Mindbody: Major fitness and wellness business management platform that is a listed MXM integration partner. Comparable as a fitness-vertical technology ecosystem player, but focused on booking/scheduling/payments rather than member experience analytics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/mxmetrics
• YouTubeyoutube.com/channel/UC8IdLoFJAl2mU_JZwCQd9rw
• Facebookfacebook.com/MXMetrics
• LinkedInlinkedin.com/company/37539170
• Instagraminstagram.com/mxmetrics

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 MXM