Corpus Christi Athletic Club (CCAC) is a legacy fitness institution in Texas, known for its large footprint, multi-sport offerings, and premium member experience. With over 145,000 square feet of facility space, 14 tennis courts, a brand-new 8-court indoor pickleball complex, and a rapidly growing member base, CCAC represents the gold standard in full-service health clubs.
While the club was thriving in terms of community and programming, escalating operational costs — particularly from credit card processing fees — were cutting into margins. Determined to address this financial pressure without compromising the member experience, CCAC turned to a solution built into their trusted software platform: Flex Fees by Daxko Club Automation.
The Challenge of Rising Processing Fees and Low Staff Adoption
CCAC, like many fitness facilities, faced significant costs from credit card transactions — despite encouraging ACH usage. Even with these efforts, adoption remained low due to the ease of credit card setup and member preference for points or miles.
We just looked at it as a way to eliminate all the bank charges on credit card drafts, primarily for dues, but in-house charges also… Here it was around $150,000 a year in card fees.
Tom Deimler
President & GM, Corpus Christi Athletic Club
In addition, getting staff to prioritize ACH setup during the membership onboarding process proved difficult. Without a compelling incentive or structure, ACH continued to be underutilized.
How Flex Fees through Club Automation Solved the Problem
To reverse the cost burden without raising dues, CCAC implemented Flex Fees, applying a nominal infrastructure fee to members who opted to pay via credit card. Those who switched to ACH were exempt from the fee.
This implementation was guided by a robust training and communication plan, ensuring alignment across customer service, sales, and leadership teams.
We designated our customer service department and the sales department and scripted out their answers communicated the company policy and why we were doing it and how we were doing it and then, secondly, how to make people happy with it.
Tom Deimler
President & GM, Corpus Christi Athletic Club
Member communication was key. The team provided a one-month advance notice via email, and trained staff to handle questions with clarity and empathy.
Despite typical concerns from fitness operators about how members might respond to new fees, the results were overwhelmingly positive.
The Results Delivered Massive Savings, Streamlined Billing, and Happier Members
The financial impact was immediate. By implementing Flex Fees, CCAC eliminated a recurring $150,000/year expense — freeing up capital to reinvest in the member experience and ease budget planning.
Before Flex Fees:
- ~$150,000 in card fees/year
- ~25% ACH signups
- Member confusion & costs
After Flex Fees:
- $0 in card fees
- 85%+ ACH adoption
- Transparent, cost-saving UX
Our position as a company was that we would answer those concerns by just telling the member… ‘We don’t want to charge you that fee. We’ll refund you those fees and not charge you anymore. All you need to do is fill out an ACH authorization form.’ We did not lose one member over this. Not even close to losing a member... Now I’m doing next year’s budget and there’s close to $150,000 that I just wipe off the expense line.
Tom Deimler
President & GM, Corpus Christi Athletic Club
The Impact Transformed Operational Savings into Member-Centric Growth
Rather than absorbing the savings, CCAC put the recaptured revenue to work—investing in facilities and programs that elevated member satisfaction and improved retention.
Fitness Equipment & Facilities
- $300,000+ in new Eleiko free weights
- New selectorized strength equipment from Technogym
- Premium plate-loaded machines from Jim80, used by top-tier gyms
- Precor, Matrix, and Sci-Fit upgrades across cardio and specialty equipment
Infrastructure Growth
- Built an 8-court indoor pickleball complex
- Expanded the fitness floor by 7,500 square feet
With Flex Fees in place, CCAC achieved financial stability in the face of growing utility and insurance costs — especially important for clubs operating in coastal regions like Corpus Christi.
We’ve got almost $300,000 worth of Eleiko free weights… and our plate-loaded we went with Jim80, which is like the Ferrari of plate-loaded equipment… We have a rather large contingent of the 90+ crowd and they really like that Sci-Fit stuff. I’ve got some 90-year-old racquetball players that are all over the Sci-Fit.
Tom Deimler
President & GM, Corpus Christi Athletic Club
Even with the highest dues in the market, CCAC was able to maintain its competitive edge without member churn or price hikes — thanks to strategic technology adoption.
Daxko Club Automation’s comprehensive, integrated platform continues to support CCAC’s growth and evolving needs. From billing and POS to reservations and member engagement, the software has scaled with CCAC’s operations.
Looking Ahead to a Growth Strategy that Works
With Flex Fees as a cornerstone of its financial model, Corpus Christi Athletic Club is well-positioned to grow its programs, enhance infrastructure, and stay competitive without sacrificing quality.
With everything going up… it’s nice to eliminate one. It’s rare to eliminate expense and not impact customer experience. That means that I don’t have to generate $600,000 in new sales right there. That’s huge… Anytime you can do something like this, it takes a little bit of the pressure off of dues.
It’s probably the best comprehensive system available right now… I need a software system that’s going to meet a variety of needs… It really is nice as a member to not worry about whenever you get a new credit card… there’s just one less thing to deal with.
Tom Deimler
President & GM, Corpus Christi Athletic Club
Backed by Daxko Club Automation’s all-in-one platform, CCAC has found a way to reduce costs, empower its team, and build a more engaging, future-ready club experience.
Based on clubs’ revenue size, Flex Fees can save operators thousands annually:
| Annual Revenue | Estimated Annual Savings |
|---|---|
| Less than $1M | $9,132 |
| $1M–$2.9M | $28,311 |
| $3M–$4.9M | $61,470 |
| $5M–$9.9M | $99,376 |
| $10M–$24.9M | $277,834 |
Ready to discover how Flex Fees can impact your bottom line — without disrupting your members? Schedule a demo with Club Automation and get your custom ROI analysis.