ABC Trainerize Customer: Transform Hub

• United Kingdom
• Gym Franchise

Key Results

• 28.4% Membership Growth YoY
• 27 Active locations, 44 territories signed
• 1,000,000+ Total member workouts delivered
• 80 Clients per trainer average

Table of Contents

A Franchise and Coaching Model Worth Replicating

Transform Hub built its franchise around one specific promise: group-based personal training for the over-30 age bracket, delivered at a standard that doesn’t slip as the network grows, underpinned by a uniform introductory six-week challenge.

The numbers reflect it. Membership grew 28.4% in a single year, from 2,878 to 3,695 active members. Over a million workouts have been delivered across the network. Forty-four franchise territories are now signed, with a target of 100 UK gym sites by 2028, says personal trainer, turned Transform Hub CEO, James Calderbank.

Their key pursuit became: how do you grow without diluting what made it work?

For Transform Hub, the answer is systems. Habit tracking, weight progression, nutrition compliance, visible to every coach, every manager, and HQ, in real time. This is a story every fitness franchise, multi-location operator, and independent coach should read and consider implementing.

“With 44 franchise Transform Hub territories now signed in total, aiming to reach 100 UK gym sites by 2028, proven scalable systems with established programming, marketing, technology, and operational support has been paramount to build a profitable fitness franchise that genuinely changes lives.”

The Challenge

There is a blind spot in almost every fitness franchise.

Members are showing up, completing workouts, tracking habits, and making progress. But keeping up with every single one of them, and knowing exactly who needs support before they slip, is hard to track and even harder to react to in time.

Coaches are the ones building strong relationships. But they need to walk into every interaction prepared, armed with the right data, without spending time hunting for it. 80 clients per trainer is not a number most fitness businesses ever reach. Transform Hub has, and protecting that standard is exactly what the system has to support.

At the HQ level, the challenge is bigger: overseeing a national franchise network, identifying which locations are thriving and which need support, before it shows up in the numbers. Waiting for manual reports that are already outdated by the time they arrive is a risk that franchises don’t like.

Lastly, for a franchise operating at this scale, having a great platform is only half the challenge. The other half is making it work for your specific operation across every hub, in real time.

That required building on top of the platform through its API, with the ABC Trainerize technical team working alongside them to make it possible.

Why ABC Trainerize

At the core of Transform Hub is one relationship: coach and client.

Everything the franchise is built on – radical accountability alongside personal training, habit consistency, weight progression, nutrition compliance – lives or dies in that relationship. For that relationship to scale across 44 locations, it needed a thread that kept it continuous, not just on session days, but every day in between.

That thread is ABC Trainerize.

“From the individual client experience through to HQ oversight, ABC Trainerize underpins how we coach, how we communicate, how we track progress, and now, how we report on all of it at scale.”

The between-session world exists whether or not a coach can see it; what a client ate, whether they tracked their habit, and whether they booked their next session. What Transform Hub found was a platform that makes it visible and builds the system to act on it fast.

A coach opens the platform, sees exactly what each client has been doing, and sends a message that is specific, timely, and personal.

Group chats extended that accountability further. Community built inside the platform. Clients hold each other to the same standard that their coaches hold them to.

Transform Hub found in ABC Trainerize the foundations that aligned with what they were already delivering, and the ability to customize it to the member experience they had always envisioned.

“It would be easy to talk about ABC Trainerize purely as software, but the relationship goes well beyond that. Having a dedicated account manager in Emily Perseo has been an enormous part of how Transform Hub has been able to move quickly and ambitiously. No question goes unanswered, no challenge sits unresolved.”

Manage: Coaching at scale, without losing the detail

With 60+ coaches across 27 locations, the Centralized Reporting Dashboard is the operational backbone that makes it possible.

It pulls live data from ABC Trainerize, booking systems, CRM pipelines, and challenge conversion records into one filterable view. Not just a summary, surfacing the insight but also pointing directly to what to do next.

Every client is tracked across three pillars in real time:

• 🟢 Green: On track, consistent, thriving
• 🟡 Amber: A slight dip, proactive check-in warranted
• 🔴 Red: Needs immediate attention

A coach opens their dashboard Monday morning, clicks “show me every client in Red for nutrition compliance,” and their outreach list builds itself in seconds.

Session attendance has its own RAG framework:

• 🟢 3 sessions per week: The pinnacle. Best results, strongest retention, most likely to refer
• 🟡 2 sessions per week: Solid, but a conversation here can be the difference between maintaining and transforming
• 🔴 1 session or fewer: Immediate action required

Each client has a dedicated Sessions Intelligence panel tracking:

• Sessions booked in the next 7 days: Flagged when zero or one
• Sessions completed over a rolling 4 weeks: Trend line showing consistency over time
• At Risk filter: One click surfaces every client who hasn’t booked ahead and attended fewer than 2 sessions in the last 7 days

“This is the difference between coaching reactively and coaching proactively. Finding the client who’s slipping before they disengage entirely is the kind of attentiveness that changes lives.”

Delight: The between-session engagement

The clients who get the best results at Transform Hub aren’t always the ones who train the hardest. They’re the ones who are consistent between sessions.

That insight drove a deliberate, structured push on habit coaching across the entire network:

• Dedicated coach training on the science of habit formation and behavior change. Not just which habits to set, but why specific habits move the needle for specific clients, including nutrition support
• Personalized habits connected directly to each client’s individual goals
• An 80% completion target, not 100%, because sustainable behavior change comes from consistency, not perfection
• A shared network standard for how habits are set, tracked, and coached across every location
• Clearer onboarding processes so every new coach starts with the same foundation

The dashboard makes all of it visible. Habit completion sits as its own RAG-coded bucket. Coaches see at a glance who is tracking consistently, who has dipped and needs a nudge, and who needs a real conversation. Trend visibility means catching a client who has been sliding for two weeks before it becomes a month.

“The clients hitting 80% habit completion are very often the same clients hitting three sessions a week and making progress on their goals. That’s a powerful story to be able to tell a client who is struggling.”

Their next milestone? The ABC Trainerize Best Trainer Award for Remarkable Results with Habits.

“We’re setting our sights on the Trainerize Habit Award next year, and we think we’ve built the foundations to go and get it.”

Check Out: Best Trainer Awards 2025: Meet This Year’s Top Coaches and Studios

Grow: From location count to franchise infrastructure

Growth without visibility is just hope. Transform Hub built the evidence layer.

The Centralized Dashboard gives hub managers and HQ the data to replicate what’s working and fix what isn’t, across every location, every coach, every client:

• Coach-by-coach performance: Habit compliance rates, session booking trends, client engagement, all visible across the entire team 📈
• Challenge-to-member conversion: How many challenge participants converted, at what point in their journey, and which coaches are converting at the highest rates 📈
• HQ network overview: Aggregate performance across every hub in real time, with early signals surfacing before they become problems 📈
• Data-backed development conversations: No more anecdotal reviews, coaches are coached on specifics 📈

When coaches level up, clients get better results. When clients get better results, the franchise grows.

“Clients consistently hitting 3 sessions per week stay longer, refer more, and become the foundation of thriving communities. The dashboard makes growing those clients, and identifying who needs support to become one of them, straightforward.”

 

Future: 100 sites and beyond

Forty-four territories signed. A target of 100 UK gym sites by 2028. A Centralized Reporting Dashboard is now live, built in partnership with the ABC Trainerize team.

For their next stage, they’re not starting from scratch. Transform Hub’s growth will be fueled by the same model, the same coaching standards, and the same systems, deployed consistently across more locations.

“The more hubs, coaches, and clients that join the network, the more important it becomes to have a platform that scales with the ambition, and a team that genuinely wants to see us succeed.”

The Centralized Reporting Dashboard is the most visible result of this partnership to date. But it reflects something that has been true from the start: when Transform Hub has identified an opportunity to do something better, ABC Trainerize has been the platform and the partner that makes it possible.

See what’s possible with the right coaching platform. Start a free trial of ABC Trainerize and build the consistency, engagement, and results that set top coaches apart.