The Check-In Problem

Users weren't checking in at partner gyms, costing Gympass nearly six figures annually in manual verification across 2.3 million check-ins. The internal assumption was user forgetfulness, which pointed toward reminder features and notification nudges.

Direct user research wasn't available across 16 countries. The team needed a way to understand the problem without it.

Gympass was the only platform requiring dual validation at check-in. No competitor did this. The friction wasn't a user behavior problem — it was a system design problem the platform had created and then blamed on its users. Service blueprints, quantitative analysis, and behavioral data made this visible without needing direct access to users across every market.

• First comprehensive baseline metrics established across check-in rates by business type, country, and user segment
• Phased strategy (immediate, medium, and long-term) addressed root causes rather than symptoms
• Framework guided the team's reopening roadmap after COVID
• Cross-functional alignment maintained around ecosystem thinking rather than isolated feature fixes