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 its operations, enhance member engagement, and drive revenue growth.

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.

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

• Mobile Apps that allow members to easily check in, book classes, and manage their accounts from anywhere
• Marketing automation and CRM tools (via Engage Pro) to deliver personalized outreach and boost engagement
• Data-driven reporting and analytics (powered by Vault) to inform smarter business decisions
• Secure, streamlined facility access for a seamless check-in experience
• Automated communication tools, like Gains CAU and SMS to keep members and staff connected
• Flexible billing options (through Flex Fees) that support new revenue streams and adaptable pricing models

This transition empowered LRAC with the right member management solution for members and staff, the tools to reach their community to grow, the analytics to understand member behavior, and added revenue stream opportunity.

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. The response was immediate and impressive:

• Over $40,500 in registration fees collected for group classes within the first seven months
• Participation in scheduled pickleball programs more than doubled between February and September
• A 42% increase in members registering for pickleball programs
• 9% growth in active membership, reflecting increased interest and member retention
• 8% boost in overall revenue from February through September

This strategic move not only introduced an exciting new activity but also strengthened LRAC’s community culture, drawing in new members and encouraging deeper engagement from existing ones.

Daxko 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 Daxko Club Automation, LRAC saw an increase across their entire operations:

• 15% increase in sales revenue (Sep ’23–Sep ’24)
• 20% growth in member check-ins
• 7% increase in total membership (active + on-hold)

With Vault’s analytics, LRAC gained real-time insights into revenue trends, member behavior, and program performance. This enabled data-driven decision-making, allowing leadership to optimize offerings and maximize profitability.

LRAC’s leadership, including CEO Frank Lawrence, cited Daxko 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.