Brava for fitness studios
Class packs and memberships in the wallet. The pass is the check-in.
India's boutique fitness category is the fastest-growing slice of the fitness market, projected at ~19 percent annual growth through 2030. Yoga, pilates, crossfit, dance, zumba, HIIT, barre, indoor cycling. Cult.fit's boutique arm leads at scale; SARVA Yoga, KOSA, and a long tail of independent studios in Mumbai, Bengaluru, and Delhi NCR run on class packs and tiered memberships. The category retention math is brutal: 50 percent of studios see 30 percent+ annual member churn. Brava puts the class pack on the wallet, the check-in on the lock screen, and the geo-fenced rebooking nudge at the moment the member walks past your studio.
The operator reality
India's boutique fitness boom is a class-pack and community story. The loyalty layer should match.
Boutique fitness is the fastest-growing slice of the Indian fitness market at ~19 percent annual growth through 2030. The model is class packs (10-class pack, monthly unlimited, 8 classes plus 1 workshop), tiered memberships (founding-member, regular, drop-in), and community-driven retention. Cult.fit's boutique arm runs Cult Yoga, Cult Strength, and Cult Cycle at scale. SARVA Yoga, KOSA, and Body Craft House anchor the premium-positioned end. CrossFit boxes, Akshay Anand and Shiamak Davar dance studios, and the new wave of pilates studios in tier-1 cities all run the same fundamental model. Half of fitness studios globally see 30 percent+ annual member churn; India underperforms the global benchmark. The studios that win at retention have strong community, clear differentiation, and technology that keeps them connected to clients between classes.
Class packs need a wallet-native countdown the member sees on the lock screen
A 10-class pack only retains the member if they actually use it. The single best predictor of renewal is whether the member used the pack at the expected cadence. The wallet pass with "7 of 10 classes remaining, expires in 18 days" visible on the front, and a lock-screen update the moment a class books, gives the member visibility they would otherwise need to log into a studio app to see.
The boutique studio member buys community as much as workouts
A SARVA member, a Body Craft House regular, a CrossFit-box athlete is buying the community as much as the class. Founding-member status, tier upgrades, exclusive workshops, and creator-led events are the recognition mechanics that protect price points and build the kind of loyalty boutique pricing depends on. Brava ships tiered membership cards that surface all of this on the wallet.
Hybrid memberships are the 2026 retention play
The traditional unlimited membership is losing share to hybrid options that give the member a measurable, attainable goal: "8 classes/month + 1 workshop/quarter" prevents the "I am not using it enough" cancellation excuse. Family-account features (a primary account holder managing memberships for partners, kids, parents) lock in loyalty at the household level. Brava ships card formats for both.
Geo-fenced reminders work harder for boutique studios than for any other fitness format
A boutique studio member commutes past your studio multiple times a week. The lock-screen ping at exactly the moment they walk within 100 metres ("Saturday community flow at 9 am") converts at far higher rates than the same message in a WhatsApp group, which they probably muted three weeks after joining.
What Brava ships
Four mechanics tuned for the class-pack economics of boutique fitness.
Class packs only retain the member if she actually uses them at the expected cadence. Brava ships the four mechanics that surface the pack to the member at the moments that matter: booking, check-in, the renewal window, and the community event.
Class-pack countdown visible on the front of the wallet pass
The pass face shows "7 of 10 classes remaining" and the expiry date. The member sees this on her lock screen every time she unlocks her phone, with no app to open and no booking dashboard to log into. The count draws down on every check-in. When the count hits 2 of 10, an automatic renewal-nudge update fires with a deep link back to your booking system. The countdown on the pass face is the single highest-converting renewal signal in boutique fitness.
Booking-confirmation lock-screen update after every reservation
"Tomorrow 7 am power yoga, confirmed at the Khar studio" lands on the lock screen the moment the booking is made through your existing system. The member never has to dig through email or open the app to check whether the slot held. The reduction in no-shows that comes from this single feature pays for the whole Brava setup at most studios within a month.
Hybrid-membership composition (8 classes/month + 1 workshop)
The traditional unlimited membership is losing share to hybrid options that give the member a measurable goal: "8 classes/month + 1 workshop/quarter." Brava supports composition: a primary class-pack card + a quarterly workshop entitlement card on the same member's wallet, both visible on the lock screen, both updating live. The mechanic prevents the "I am not using it enough" cancellation excuse by giving the member a number to hit.
Community-event geo-fence at ~100 metres
"Saturday community flow at 9 am, two slots left." "Founding-member workshop this Sunday." "Drop-in slots open 4 pm to 6 pm." When a member walks within ~100 metres of your studio, the wallet OS surfaces the pass with the message you set per time window. The boutique studio member commutes past your studio multiple times a week; the geo-fenced community-event ping converts those passes into bookings at far higher rates than the same message in a WhatsApp group she muted six weeks after joining.
Every card ships to Apple Wallet, Google Wallet, and Samsung Wallet. See how the wallet layer itself works on wallet loyalty cards.
What we chose against
What we leave to your studio software and your community channels.
Studio-management suites are mature on the booking side and the boutique fitness community lives on Strava, Discord, and Instagram on the social side. We chose against duplicating either.
No class-scheduling or booking-engine replacement
Mariana Tek, Mindbody, Vagaro, Glofox, and Vibefam ship full class-scheduling, instructor management, room allocation, and booking engines for boutique studios. They are excellent at it. Brava plugs in as the wallet-native class-pack pass + community-event geo-fence layer alongside whichever you use.
No branded studio app
Almost no boutique member is going to install your custom app to check her pack balance. Members already use Strava for tracking, Instagram for community, and your booking system's app if it has one. The wallet pass is the install-free alternative: the class-pack count and tier benefits live on the lock screen with no separate studio app to maintain.
No WhatsApp / SMS class-reminder spam
Most studio CRMs default to WhatsApp + SMS for class reminders. The reminder lands in a thread already full of personal chats and gets muted within two weeks. Brava's booking-confirmation lock-screen update fires the moment the booking is made, which is the right surface for the right signal.
No replacement for Strava, Instagram, or your community channel
Boutique fitness lives on Strava feeds, Instagram stories, and the studio's own Telegram or WhatsApp community group. Brava deliberately does not try to replace any of these. We complement them: the community group still announces the Saturday flow, but the geo-fenced lock-screen ping fires when the member walks past the studio at 8:30 am on her way to a coffee, which is when the booking actually happens.
Common questions
What fitness studios operators ask first.
How does a 10-class pack actually work on a wallet pass?
Member buys the 10-class pack via your existing booking system. Brava issues a wallet pass with "10 of 10 classes remaining" on the front, the expiry date visible, and your studio brand on the pass face. On every class check-in, front-desk staff scans the pass QR with the Brava staff app; the count draws down by one. The lock-screen update fires the moment the new count is committed so the member sees "9 of 10 classes remaining" on next phone unlock. When the count hits 2 of 10, an automatic renewal-nudge update fires with a deep link to your booking system.
Can I run hybrid memberships like "8 classes/month + 1 workshop" on a single pass?
Yes. Brava supports composition: the same member's wallet can hold a class-pack card AND a quarterly-workshop entitlement card under one studio profile, both visible on the lock screen, both updating live. The hybrid mechanic prevents the "I am not using it enough" cancellation excuse by giving the member a measurable, attainable goal, which is the 2026 retention pattern that boutique studios are converging on.
What does the renewal nudge look like when a member is at 2 of 10 classes left?
The pass face updates to show 2 of 10 classes left with renewal-CTA messaging, and a lock-screen update fires automatically on next phone unlock. The CTA on the lock screen deep-links straight to your booking system's pack-purchase flow so the member is one tap from renewing without typing anything. Most studios see meaningful renewal lift from this single mechanic because the nudge fires at the exact moment the member is most likely to renew.
Can Brava run alongside Mariana Tek, Mindbody, Glofox, or Vibefam?
Yes, by design. Brava is loyalty-only and runs as a parallel layer on top of whichever studio-management suite you already use. Class scheduling, instructor management, room allocation, and booking all stay on your existing system. Brava manages the wallet pass, the class-pack countdown, the booking-confirmation lock-screen update, and the geo-fenced community-event reminder. No integration project required.
What is the difference between Brava and Cult.fit's boutique-tier offering?
Cult.fit's boutique offering (Cult Yoga, Cult Strength, Cult Cycle) runs inside the Cult.fit app, which works for them at scale. For an independent boutique studio, a single-location chain, or a regional brand, the Cult.fit model is not available; you would need to either sign up your studio under their network (losing brand independence) or build your own app (cost, install funnel, maintenance). Brava is the install-free, brand-independent alternative: your studio keeps its identity, members keep their wallet, the loyalty layer lives in between.
Other industries
Explore Brava for other businesses you run.
One platform. Eleven verticals. The mechanics stay the same; the playbook adapts to the visit cycle.
See your class pack on your member's lock screen.
In a 15-minute call we will issue you a real Brava class-pack pass to your phone, walk through the booking-confirmation flow and the renewal-window nudge, and price your studio.
The full thesis behind the product lives on how Brava thinks about loyalty.