Technology Trends for 2026

In a recent episode of Shorts With Liz Clark, two of the fitness industry's most influential technology leaders sat down to discuss how artificial intelligence, integrated payments, and evolving consumer expectations are fundamentally reshaping fitness operations.

Bill Davis, CEO of ABC Fitness, and Jeff VanDixhorn, CEO of Daxko, oversee platforms that collectively power more than 50,000 fitness facilities, serve 70 million members, and process nearly $25 billion in annual payments. The scale these companies operate at provides unique visibility into industry trends.

Davis pointed out that expectations around digital capabilities have risen sharply.

“The market is expecting more real-time, unified data that delivers predictive insights and reduces friction,” Davis explained.

For technology providers, that means building platforms that not only automate tasks and streamline services but also demonstrate return on investment for operators across a variety of metrics.

The Growing Dominance of AI

A central theme of the conversation was the rapid acceleration of AI adoption.

"It has accelerated at light speed," VanDixhorn said.

VanDixhorn said AI is being applied across Daxko, explaining that the company now has dedicated AI product management and engineering teams focused exclusively on AI-powered solutions. Externally, the focus is on outcomes: improving member retention, increasing engagement, reducing support friction, and automating repetitive tasks that consume staff time.

Davis noted that operators face rising consumer expectations for personalization while contending with tighter margins.

"That's really pushing us to think about how our platforms can deliver more automation, more personalization, and more measurable ROI," he said.

While both executives said that AI will continue to take a greater hold of operations and member engagement, they stressed that AI is not about replacing human interaction; it’s about amplifying it.

“Fitness is fundamentally personal,” Davis said. “We design AI to enhance—not replace—that relationship.” Automation, he added, should free staff to focus on coaching, community, and high-value interactions that drive loyalty.

The Payments Evolution: Neobanks and Digital Wallets

Davis described payments shifting from basic processing, influenced by digital wallets, buy-now-pay-later options, and the rise of neobanks, digital-only banks with no physical branches. Neobanks, which are particularly popular among younger members, now represent 17% of new joins but show decline rates triple to quintuple those of traditional payment methods.

Davis stressed that operators will need to move to what he calls “intelligent billing” by using backup payment methods and more sophisticated risk management as payment preferences diversify.

Predicting Consumer Trends

Looking ahead 12 to 18 months, Davis says that the next era of fitness will focus on predictive operations—where data anticipates churn, demand, and consumer behavior before issues arise. VanDixhorn agreed, pointing to the growing ability to analyze massive datasets and test what actually changes member behavior at scale.

“These capabilities won’t just be available to large chains,” Davis noted. “They’ll increasingly be accessible to small and mid-sized operators as well.”

VanDixhorn added that the key challenge will be managing complexity behind the scenes while delivering a seamless experience to both operators and members.

Both leaders see the industry moving toward connected ecosystems rather than a single monolithic system—core platforms surrounded by deeply integrated partners that feel unified to the end user.

For operators, the message was clear: Technology is no longer just a back-office function. It’s becoming the default infrastructure of modern fitness businesses—and those who prepare now will be better positioned for what comes next.