Daxko Acquires FitnessForce To Expand Software For Global Fitness Franchise Operators

Daxko has acquired FitnessForce, adding a software platform built specifically for multi-location, franchise and international fitness operators. The Birmingham, Alabama-based fitness and wellness software provider announced the deal on 23 June, saying FitnessForce strengthens its ability to serve operators expanding across multiple countries, brands and governance structures.

The acquisition is relevant to franchising because software has become part of the operating model rather than a back-office choice. Fitness franchise systems need member management, billing, access control, CRM, reporting, royalty visibility, lead conversion tools, local payment options and consistent data across owned, franchised and master-franchised units. Daxko says FitnessForce brings local payments, biometric access, tax compliance, WhatsApp-native communications, AI-powered insights and franchise economics into one platform.

That list shows how much international franchise operations have changed. A domestic gym chain can often standardize around a smaller number of payment systems and compliance requirements. A global fitness franchisor has to handle local billing expectations, regional tax rules, multiple currencies, language and communication habits, and different ownership layers. The release points to India, the Middle East, Australia and Southeast Asia as fast-growth fitness markets where penetration is low and growth is running several times U.S. rates.

Daxko chief executive Jeff VanDixhorn said much of global fitness growth is being led by multi-location and franchise groups that need technology able to extend with them. He described FitnessForce as a modern, API-first and headless platform with local capabilities, AI-powered insights, automation and franchise economics. For franchise operators, the API-first point is important. Large systems increasingly want software that can support a standard core while still connecting to custom apps, local member experiences and region-specific tools.

FitnessForce also brings scale signals of its own. Daxko says the platform serves customers across 12 countries and three continents and has anchor relationships with global fitness franchise brands expanding across international markets. Former FitnessForce chief executive Hadi Curtay is joining Daxko as managing director and vice president of global fitness. That continuity matters in acquisitions because enterprise software customers often worry that a product will be absorbed, slowed or redirected after a deal closes.

The franchise economics language is particularly notable. Daxko says the platform includes royalty visibility, automated collection across franchisees and master franchisees, cross-border billing, depth of reporting, integrated sales and CRM workflows, and AI-powered insights that surface leads likely to convert or members at risk of leaving. Those tools connect technology directly to unit economics. A franchisor is not only trying to track members; it is trying to help operators sell, retain, collect and report reliably across many locations.

The deal also shows how fitness franchising is being shaped by international growth. Brands want to move into new markets, but each market adds complexity. A software platform that can reduce friction for franchisees and master franchisees can become a competitive advantage in development conversations. Prospective partners want to know whether the franchisor can support local operations after the signing announcement. Technology is one of the clearest ways to prove that support exists.

For the broader franchise sector, Daxko's acquisition is a reminder that consolidation is not limited to restaurant and service brands. The vendors supporting franchise systems are also consolidating around platforms that can serve larger, more complex operators. As franchise networks expand internationally, the winners will likely be systems that can combine brand strength with clean operating infrastructure. FitnessForce gives Daxko a stronger claim in that market, and it gives fitness franchisors another signal that software architecture is now part of franchise growth strategy.

"Software architecture is now part of franchise growth strategy, not just a back-office choice."