The UK fitness market is one of the largest in Europe, but also one of the most competitive. Budget chains like PureGym and The Gym Group compete on price, boutique studios compete on experience, and independent gyms are caught in the middle. Member churn is the industry's defining problem — according to Queue-it, more than 50% of consumers want loyalty programmes that are easy to use, yet most gym operators still rely on membership contracts alone.
Customer retention is especially valuable in fitness. Bain & Company research shows that a 5% increase in retention can boost profits by 25 to 95%. For gyms where monthly memberships range from GBP 20 to GBP 80, the real opportunity is keeping members engaged through ancillary spending — class packs, personal training, supplements, and merchandise. This article compares four platforms for UK gyms in 2026: Fedele, Stamp Me, LoyalZoo, and Square Loyalty.
What to look for in a loyalty app for gyms in the UK
- Points per pound spent — Gyms earn from memberships, classes, PT sessions, supplements, and merchandise. A points system should capture all spending.
- No hardware requirements — A smartphone at reception should be sufficient.
- Fast scanning — Under 10 seconds at the front desk or shop counter.
- GDPR and ICO compliance — Gyms hold sensitive personal data.
- Flexible rewards — Free classes, PT discounts, merchandise, guest passes.
- English interface — Essential for staff and members.
- Free or low-cost entry — Independent gyms operate on tight margins.
Quick comparison
| Feature | Fedele | Stamp Me | LoyalZoo | Square Loyalty |
|---|---|---|---|---|
| System type | Points per pound | Stamps per visit | Points or subscription | Points per purchase |
| Free plan | Yes (5 customers) | No | No | No |
| Starting price | EUR 0/month | USD 49/month | ~GBP 37-47/month | USD 45/month |
| Hardware needed | None (smartphone) | Optional NFC device | POS required | Square POS required |
Detailed reviews
1. Fedele
Best for: Independent gyms and studios that want to reward all member spending, not just attendance.
Fedele runs a points-per-pound-spent system through a native mobile app. When a member buys a class pack, PT session, protein shake, or merchandise, the gym scans their barcode from a smartphone and enters the amount. Points accumulate across all spending categories with fully customisable rewards.
Key features: Points per pound spent (customisable ratio), barcode scanning in under 10 seconds, unlimited custom rewards, map visibility for new member discovery, welcome bonus, full English interface.
Pricing: Free plan at EUR 0/month (up to 5 customers). Premium at EUR 49.99/month (annual) or EUR 59.99/month (monthly).
Strengths: Permanent free plan, captures all revenue streams, unlimited rewards (free classes, guest passes, merchandise), map for member acquisition, no hardware.
Limitations: Free plan limited to 5 customers. Pricing in EUR. Push notifications and multi-location coming soon.
2. Stamp Me
Best for: Class-based fitness studios comfortable with a visit model and willing to pay from day one.
Stamp Me provides digital stamp cards where members earn stamps per visit or class. After a set number, they receive a reward.
Key features: Digital stamp cards, push notifications, SMS campaigns, Birthday Club, optional StampPod NFC. 4.9-star App Store rating.
Pricing: Lite USD 49/month, Pro USD 79/month, Elite USD 199/month. No free plan.
Strengths: Well-established platform, high rating, push notifications for class reminders.
Limitations: Stamp-per-visit ignores spending — a GBP 50 PT session earns the same as a free included class. No free plan. NFC hardware extra.
3. LoyalZoo
Best for: Gyms already using Clover, Lightspeed, or Square POS for retail and class payments.
LoyalZoo integrates with compatible POS to automate loyalty at the point of sale. Supports points and subscription models.
Key features: POS integration, points or subscription model, customer management, email marketing.
Pricing: Approximately GBP 37-47/month. No free plan (free trial only).
Strengths: Automatic point tracking, subscription model suits membership businesses, email marketing.
Limitations: Requires compatible POS. 3.8-star rating. No free plan. No map visibility.
4. Square Loyalty
Best for: Gyms fully within the Square POS ecosystem.
Square Loyalty adds point tracking to Square POS transactions. Members earn points on purchases processed through Square.
Key features: Automatic points via Square POS, customer directory, multi-location support, Square Marketing integration.
Pricing: Starting USD 45/month. Requires Square POS.
Strengths: Fully automated within Square, multi-location for gym chains, spend-based points.
Limitations: Complete vendor lock-in. No standalone option. Limited engagement tools for fitness. No discovery features.
Full feature comparison
| Feature | Fedele | Stamp Me | LoyalZoo | Square Loyalty |
|---|---|---|---|---|
| Points per pound spent | Yes | No (stamps) | Yes | Yes |
| Free plan | Yes (5 customers) | No | No | No |
| Monthly cost | From EUR 0 | From USD 49 | From ~GBP 37 | From USD 45 |
| Hardware required | None | Optional NFC | POS system | Square POS |
| Barcode scanning | Yes | No | Via POS | Via POS |
| Custom rewards | Unlimited | Limited | Customisable | Limited |
| Map visibility | Yes | No | No | No |
| Welcome bonus | Yes | No | No | No |
Which app should you choose?
Choose Fedele if: You want to reward all member spending (classes, PT, retail, supplements), need a free starting point, and want map-based discovery for new members.
Choose Stamp Me if: You run a class-based studio where visit counting is the primary metric and have budget from day one.
Choose LoyalZoo if: Your gym uses a compatible POS for retail and class sales and want loyalty in that flow.
Choose Square Loyalty if: You are a Square merchant wanting a simple add-on for member spending.
Our analysis
Gym loyalty in the UK is fundamentally different from retail or hospitality. The core challenge is not getting members through the door — the membership contract handles that. The real opportunity is increasing spend beyond the base membership: PT sessions, speciality classes, retail products, and food and drink. A loyalty programme that only counts visits misses this entirely.
The UK fitness market also faces a discovery challenge. With budget gyms on price and boutique studios on experience, independents need every advantage to attract new members. A loyalty app with map visibility creates an acquisition channel that complements retention.
Fedele addresses both challenges. The points-per-pound system captures all revenue streams and rewards members who invest more in their fitness journey. The free plan removes overhead risk, and the map puts the gym in front of nearby prospects. For UK gym and studio owners looking to reduce churn and grow ancillary revenue, Fedele offers the most complete solution.
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