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New research finds seamless payments at center of fitness brand loyalty

Thursday, October 15, 2026 — 20:39:12 (UTC)

New Research Finds Seamless Payments at the Center of Fitness Brand Loyalty

Global Payments for Platforms™ data reveals fitness clients are seeking frictionless, digital booking and payment experiences ATLANTA – OCTOBER 13, 2026 - Americans spend billions annually booking personal services like fitness classes through platforms (or apps), driving a shift toward digital scheduling and payments in the industry, according to new data research from Global Payments for Platforms™.

For fitness service providers, delivering high-quality instruction and maintaining excellent facilities remain foundational to success. At the same time, digital booking and payment experience have become vital cornerstones for both customer acquisition and long-term retention. When surveying consumers who have booked a wellness service via a platform in the last year, 51% have booked fitness services (like personal training or yoga) and 66% say these digital tools helped them discover new providers they now use regularly.

Roughly 5 out of 6 (84%) say that being able to pay directly within the platform where they schedule and purchase services is important to them, further underscoring the power of the user experience.

Additional features driving consumers to booking platforms include:

Ease: 58% said the digital platform was easier to use than booking directly.

Value: 37% said the ability to compare prices is a reason they use digital platforms, and 32% said they tap into special offers found within these platforms.

Discovery: 27% said the digital booking platforms give them more options and greater choice in their service providers. Refunds: 28% of respondents say they have considered avoiding a platform due to refund concerns, and 54% expect refunds within 24 hours. Gen Z is leading the digital demand:

Point of Booking: 76% of Gen Z say they have booked a fitness service via a platform over the last year, and 56% say they are using them more than they were two years ago.

Convenience and Security Matters: 45% of Gen Z say convenience is a driving force for booking via platform and 41% cite easy and secure payments.

Locking in Loyalty: 80% say booking via platform has helped them find new providers that they now use regularly. “The data is clear: digital platforms and applications are an important front door to the fitness experience in the U.S. For independent gym owners and fitness entrepreneurs, these apps are no longer optional – they are growth and loyalty engines,” said David Weinshel, head of business development at Global Payments for Platforms. “While the quality of the fitness experience remains at the heart of customer loyalty, a seamless booking and payment experience can help turn initial discovery into lasting loyalty. The most successful fitness businesses will be those who partner with a payments provider built for change, ready to scale and powered by people with a track record of delivering innovation that meets consumer needs highlighted by this research.”

Global Payments for Platforms has partnered with influential fitness entrepreneurs @Grizzoworld and @seanmarshall007 to help business owners apply the insights from this research as consumer expectations continue to drive change in the industry.

To find out more, read our Merchant Insider Report

Research methodology

The research was conducted by Censuswide, among a sample of 4,002 UK and US Consumers who have used a platform to book personal services in the last 12 months. The data was collected between 07.04.2026-10.04.2026. Censuswide is a member of the Market Research Society (MRS) and the British Polling Council (BPC), and a signatory of the Global Data Quality Pledge. Censuswide adheres to the MRS Code of Conduct and ESOMAR principles. About Global Payments for Platforms™

Global Payments for Platforms™ is changing the way SaaS companies use payments to compete in today’s market. With easy-to-integrate technology and a team of hands-on growth partners, Global Payments for Platforms helps partners build a more complete platform for their customers. That’s why more than 1,000 of the world’s fastest-growing SaaS platforms trust us to forge what’s next in embedded payments. Learn more at platforms.globalpayments.com/

About Global Payments Inc.

Global Payments Inc. (NYSE: GPN) is a leading payment technology and software company that powers commerce for businesses of all sizes worldwide. We help businesses grow with confidence by delivering innovative solutions that enable seamless payment acceptance, smarter operations and exceptional client experiences – online, in store and everywhere in between. With its global reach, local expertise and scale, Global Payments® manages trillions in payments volume and billions of transactions across more than 175 countries. Headquartered in Atlanta, Georgia, Global Payments is a Fortune 500® company and a member of the S&P 500. Learn more at company.globalpayments.com.

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Source: Company press release.

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