Abc Fitness Launches Ai Retention Tool After Court Blocks ‘click-to-cancel’ Rule

The fit tech leader is rolling out Click2Save, an AI-powered retention tool, as gyms grapple with churn and confusing consumer protection rules

ABC Fitness has launched Click2Save, a member retention tool that helps gyms and studios curb churn by engaging at-risk members with personalized offers, while navigating shifting consumer protection rules.

The fitness software provider, which processes more than $12 billion in payments annually for fitness businesses worldwide, developed the new tool in partnership with DXFactor, whose Outcomes Micro Agents Platform powers the system.

“As a trusted partner to over 30,000 fitness businesses, we’re committed to helping our customers stay ahead of changing consumer expectations and regulatory standards,” ABC Fitness chief revenue officer Conor O’Loughlin said. “Click2Save brings proactive member retention, flexible freeze options, and real-time offers right inside our platforms. By simplifying processes that were once manual and compliance-heavy, we’re enabling clubs to lead with choice, flexibility and outcomes.”

Click2Save integrates directly into the cancellation flow, acting as an “always-on retention agent.” Instead of letting members walk away, the system surfaces tailored options such as temporary billing holds, promotional discounts or membership transfers to keep recurring revenue intact.

“We are not in the business of building software, as we are obsessed with building revenue machines,” DXFactor co-founder and CEO Dharmesh Trivedi said. “Click2Save turns every moment of risk into an opportunity to re-engage and retain. By partnering with ABC Fitness to distribute this at scale, we’re giving fitness businesses a new way to lead with outcomes — not churn.”

The launch comes just weeks after the U.S. Court of Appeals for the Eighth Circuit struck down the Federal Trade Commission’s “click-to-cancel” rule, which would have required gyms and other subscription-based businesses to make cancellations as seamless as sign-ups. The court vacated the rule on July 8, citing “procedural deficiencies,” a move the Health & Fitness Association hailed as “a major victory” following two years of lobbying against it.

Still, fitness operators aren’t entirely off the hook. While the federal mandate has been blocked, several states are pushing their own cancellation requirements. In May, New York Attorney General Letitia James reached a $600,000 settlement with Equinox Group over allegations that its brands, including Equinox, Equinox+ and SoulCycle, failed to provide accessible online cancellation options. “New Yorkers should be able to cancel a membership they no longer use or want without breaking a sweat,” James said at the time.

The launch of Click2Save also follows ABC Fitness’ recent rollout of ABC Trainerize Business, an all-in-one client management add-on that streamlines booking, payments, referrals and coaching for trainers.

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