White-label member app

A white-label member app is a member-facing app carrying your gym’s name, logo and colours rather than the software vendor’s. Two versions exist and they’re often conflated: a branded skin on the vendor’s app, and a separate app published under your gym’s own name in the App Store.

Most gyms need the first. The second matters if you’re a recognised local brand whose members would search for you by name, or if you’re a franchise.

Nearly every gym platform offers branding. Anyone selling it as a headline feature is hoping you haven’t checked.

Two things do vary, and both are worth checking.

What it costs. Some platforms charge $200–300 a month for branding, occasionally with a setup fee. That’s a meaningful annual number for changing a logo and a colour.

What the app does. This is the one that matters. A branded app your members open twice and abandon is a branded liability. The branding is the least interesting thing about a member app — what it does when they open it decides whether they open it again.

A new gym with a proper app doesn’t look new, which is worth something real.

But the honest framing is this: branding affects the first impression, and function affects everything after it. Ask what the app does before you ask whose logo is on it.

Your logo and colours across the member app, on every plan, at no extra cost.

A store-published app under your own gym’s name is a separate build we do for you — $499 setup, then $99/month for store fees and keeping it current with each release.

What we’d rather you judged us on is what members do with it: log meals by photo, get plans built, track benchmarks, earn rewards at your gym, talk to a companion at 5am.