Guru Paul
Dr Paul Bedford's retention app uses AI-driven, age-specific messaging to increase member visits, boost retention and profits, and support vulnerable members — working 24/7 while freeing staff to focus on in-club engagement.
How it works
Operating autonomously 24/7/365, it interacts with members using AI-powered generational messaging — age-specific language tailored to each individual for more meaningful communication.
Doesn't replace staff
It supports your most vulnerable members in forming lasting habits, freeing your team to focus on in-club experience and give proper attention to the members who need it most.
The research behind it
Guru Paul is built on Dr Paul Bedford's retention research. He started out as a gym instructor and personal trainer, then took a master's in exercise and health behaviour, a second in social science research, and a PhD — and has spent over two decades studying why members stop coming. That work spans millions of members across thousands of clubs in dozens of countries, and it keeps landing on visit frequency as the thing that predicts whether someone stays. The app is that finding turned into software.
What members actually get
Members see an app in your club's own colours, on iOS, Android or Huawei. It sends prompts and nudges sized to how often they actually train, rewards them for turning up, and asks short questions so the messaging gets more relevant over time. The wording is pitched by age group rather than sent out identically to everyone. Nobody on your team has to write any of it, which is the point of the done-for-you side — the messages go out whether you're on the floor or not.
Sends age-tailored retention messages automatically and around the clock, styled to your club's own brand, without replacing staff.
More partners in this category
Guru Paul and ClubRight
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