With digital-first tools and a mission-driven mindset, Daxko empowers community fitness centers to modernize while preserving the values that matter most
As Gen Z reshapes the meaning of community, health and fitness organizations face a new challenge: staying relevant without losing their roots. Daxko is helping them do exactly that. With a tech ecosystem purpose-built for mission-driven organizations, Daxko equips YMCAs, JCCs, boutique studios, and community centers to meet evolving expectations around personalization, purpose, and digital access.
In this Q&A, Wendy White, Chief Marketing and Partner Officer at Daxko, shares how the company’s integrated platform is helping facilities bridge generations — connecting with today’s members while building toward a more inclusive, agile, and sustainable future.
Athletech News (ATN): Gen Z is reshaping expectations around wellness, technology, and community. What major shifts are you seeing in how this generation defines belonging — and how should community health & fitness facilities respond?
Wendy White (WW): One clear trend we’re seeing is that Gen Z increasingly associates belonging with alignment: spaces that reflect their values, support personal growth, and create opportunities for connection.
They also respond best when communication is timely, experiences are relevant and there’s a shared sense of purpose.
To address these shifts, facilities are turning to tools that support real-time mobile engagement, self-service access, and personalized communication. These capabilities not only streamline operations to improve the staff experience, but they also create more relevant and connected experiences for members.
ATN: Many organizations with deep community roots, like YMCAs and JCCs, are now navigating how to evolve longstanding models to meet new expectations. What are the biggest hurdles they face in trying to modernize for a younger demographic?
WW: The organizations Daxko supports have deep roots in service, equity, and belonging. That longevity is a strength, but it can also bring complexity. Systems may be fragmented. Budgets are often tight. And there’s a natural tension between honoring long-standing traditions and evolving to meet new expectations.
Many are now looking for ways to modernize without losing the trust and mission they’ve built over generations. That often starts with streamlining the experience for both staff and members. Unified systems, clearer data, and more flexible engagement tools are helping teams reduce friction and focus more time on delivering impact.
We’ve seen organizations move from juggling multiple systems to operating on a single, integrated platform. Others are layering in specialized integrations to their member management platform for fundraising, fitness, or camp management. In both cases, the goal is the same: to meet today’s expectations without compromising what matters most.
To support that, Daxko offers a set of deeply integrated core management platforms for member management and engagement, accounting, league management and beyond and a broad network of partner integrations for specialized needs. Whether serving boutique studios, multi-site associations or mission-based nonprofits, this ecosystem provides each organization with the flexibility to design a trusted and secure tech stack that fits their model, market and members.
ATN: How can community health & fitness facilities walk the line between honoring long-time members and attracting younger ones with very different needs and habits?
WW: Finding the right balance often starts with thoughtful evolution rather than full-scale reinvention. Long-time members typically value tradition, consistency and in-person connection. Younger generations expect digital-first, personalized experiences that align with their values and lifestyles. Facilities that are navigating this well are offering flexible experiences that accommodate a range of preferences, from how people register and communicate to how they engage with programs.
That might look like maintaining trusted front-desk interactions while also offering app-based self check-in, or keeping long-standing programs in place while adding newer formats that reflect current trends. It’s about using technology to bring people in, not push anyone out.
ATN: What role should technology play in creating that balance — particularly in supporting personalization, convenience, and values-based engagement?
WW: Technology should serve as a bridge between a facility’s mission and its members. It should make experiences easier, more tailored and more meaningful — not more complicated.
We’re seeing organizations use technology to support three key areas:
Personalization: Real-time behavioral triggers in marketing automation tools, like Daxko Engage, help teams send relevant messages when it matters most. With integrated data, staff can better understand member behavior and tailor experiences.
Convenience: Mobile apps, like Daxko Mobile, allow members to book classes, manage payments, schedule training and upgrade memberships — all in a single branded experience. Staff can manage schedules on the go, simplifying operations on both sides. AI tools, including automated assistants built into platforms like Daxko, are helping teams support 24/7 call coverage, appointment booking and lead capture.
Values-based engagement: Technology is also helping facilities connect members to purpose. Through Daxko’s integration with Technogym for example, members can sync wearable and equipment data to track progress and receive personalized recommendations tied to their goals. Our partnership with Wellhub helps facilities expand their reach by engaging corporate wellness audiences — driving new memberships with no added admin work. And with 4Global’s Daxko integration, organizations can quantify their social, mental, and physical impact — equipping them to tell a data-backed story that supports community engagement and fundraising efforts.
ATN: Daxko works closely with nonprofits and member-based facilities across the country. What patterns are you seeing in organizations that are successfully connecting with younger generations?
WW: These facilities also understand that Gen Z cares about values. They communicate transparently, highlight inclusion and create opportunities for members to get involved beyond fitness — through volunteering, social events and purpose-driven programs.
We support these efforts by equipping them with tools to automate, personalize, and measure engagement — so organizations can meet younger members where they are, without losing sight of why they exist.
We’ve seen leading facilities prioritize:
- Transparent communication
- Inclusive programming
- Purpose-driven opportunities like volunteering and events
By integrating with platforms that support everything from social impact measurement to corporate wellness access, facilities can extend their reach without overextending their staff.
ATN: Daxko’s ecosystem includes marketing automation, mobile engagement, and integration tools. How do these solutions help health & fitness facilities keep up with the fast-changing expectations of Gen Z?
WW: Daxko’s ecosystem is built to help organizations stay agile in a landscape that’s evolving quickly. Marketing automation enables timely, personalized outreach. Mobile platforms support on-the-go access to classes, programs and challenges. Integration tools ensure data flows across the organization, giving teams a full view of member engagement.
Additionally, our growing network of validated third-party integrations gives facilities the power to tailor their technology environment. Whether it’s integrated event ticketing, reputation management, or workout leaderboards, our customers can build the right tech stack for their community.
ATN: Looking ahead, what do you think will define the community fitness leaders who thrive — and how is Daxko thinking long-term to support them?
WW: The leaders who thrive long-term will be those who stay agile, data-informed, and deeply connected to their communities. They embrace innovation as a tool to serve their mission — using technology to expand access, diversify revenue, personalize engagement and build sustainable impact.
We’re building a tech ecosystem designed to grow and evolve alongside our customers and investing in that future today. We are focused on providing integrated solutions to simplify operations, unlock insights and give teams the flexibility to grow.
This long-term approach also extends beyond technology. By engaging in industry conversations like the PHIT Act, facilitating regular customer feedback loops and listening closely to advisory boards, Daxko stays in step with what the field needs most.
