Little Rock Athletic Club’s growth journey with Daxko Club Automation

Little Rock Athletic Club (LRAC) is widely recognized as a premier fitness destination and a leading influencer in the multipurpose club space, known for delivering exceptional member experiences and setting industry standards. Over the years, the club saw growing demand for simpler, more efficient solutions that made life easier for staff and kept members consistently engaged through meaningful programming. 

As LRAC expanded its programming, introduced new membership tiers, and enhanced amenities like spa services, it transitioned through multiple software platforms. After using several other software platforms, LRAC ultimately returned to a trusted partner – this time under Daxko Club Automation’s modern all-in-one club management solution to streamline operations, enhance member engagement, and drive revenue growth. 

For multi-amenity clubs like LRAC, growth often exposes the limits of disconnected systems. What works at one stage can quickly become a bottleneck. 

With a large, multi-purpose facility, LRAC required a technology partner that could support its evolving needs, from member management and communications to facility access and financial operations. While previous software solutions handled basic operations, they fell short when it came to supporting LRAC’s evolving needs — like scaling programs, customizing member experiences, and driving long-term growth—prompting the search for a more robust, future-ready solution.

Additionally, LRAC was looking for new ways to differentiate itself in a competitive market. The club needed a solution that would not only simplify operations but also enable them to capitalize on emerging fitness trends — leading to the introduction of pickleball programming, a decision that transformed their business.

As many multi-amenity clubs discover, technology must support experimentation without adding operational drag. 

Hear from Frank Lawrence, CEO of Little Rock Athletic Club, sharing how Club Automation plays a crucial role in managing their fast-growing pickleball facility in Little Rock, Arkansas.  

To support its growth and evolving member experience, Little Rock Athletic Club adopted Club Automation’s full suite of solutions designed to simplify operations, personalize communication, and drive revenue. These included:

• Mobile apps that allow members to check in, book classes, and manage their accounts
• Marketing automation and CRM tools via Daxko Engage Pro to deliver personalized outreach
• Data-driven reporting and analytics
• Secure, streamlined facility access
• Automated communications including Gains CAU and SMS
• Flexible billing options through Flex Fees

This transition empowered LRAC with a unified health club management software platform that supported staff workflows, community outreach, data visibility, and new revenue opportunities.

Instead of stitching together tools, LRAC gained one system that scaled with their ambitions.

With pickleball emerging as one of the fastest-growing sports in the U.S. – boasting over 13.6 million players as of 2023 – Little Rock Athletic Club seized the opportunity to meet rising demand. In early 2024, LRAC launched a dedicated pickleball facility aimed at enhancing community engagement and unlocking a dynamic new revenue stream.

Results included:

• Over $40,500 in registration fees in seven months
• Participation in scheduled programs more than doubled
• A 42% increase in pickleball registrations
• 9% growth in active membership
• 8% increase in overall revenue

This strategic move strengthened LRAC’s community culture while attracting new members and deepening engagement among existing ones.

Club Automation played a critical role in this expansion. With its data-driven tools and marketing automation, LRAC successfully launched, promoted, and managed their pickleball program, driving significant growth in membership and engagement.

Beyond pickleball, since onboarding Club Automation, LRAC saw gains across the organization:

• 15% increase in sales revenue
• 20% growth in member check-ins
• 7% increase in total membership

This level of visibility turns data from a report into an operating tool.

LRAC’s leadership, including CEO Frank Lawrence, cited Club Automation’s flexibility, ease of use, and ability to support their long-term vision as key reasons for making the switch. Unlike previous platforms, Club Automation provides:

• Scalable infrastructure that supported LRAC’s growth across programs, membership tiers, and new facility offerings.
• Advanced reporting and analytics that empowered leadership to make faster, smarter business decisions using real-time insights.
• Marketing automation and CRM tools that helped LRAC attract new prospects, convert them into members, and increase long-term retention.
• Integrated billing and revenue tools, including automated payments, revenue recovery, and Flex Fees, which simplified financial operations and introduced new, sustainable revenue streams.

Unlike previous platforms, Club Automation supported where LRAC was going—not just where it had been.

Watch what truly drives value when managing a top-tier fitness facility.

Whether you operate one facility or manage a multi-amenity destination, the right technology partner makes growth easier—not harder. 

Schedule a demo to see how Daxko Club Automation supports clubs like Little Rock Athletic Club.