About

Built to make retention actionable.

Operators already know retention matters. What they’re missing is a system that tells them exactly where to focus — and handles the follow-through. That’s what Fit Habits was built to do.

Why Fit Habits exists

It started with a pattern in the data.

Member behavior signals churn risk earlier than most operators can see on their floor.
Fit Habits converts those signals into better operational decisions.
Surface the right action at the right time and retention becomes repeatable and scalable.

Founder

Matthew Goforth

Founder & Chief Biological Officer

Matthew Goforth is a lifelong athlete, big wall climber, and certified trainer who spent 15 years in corporate governance consulting — advising Fortune 500 executives on compensation design and publishing research on SEC enforcement and corporate class actions. He studied biochemistry at Stanford, where he earned authorships in Nature and Cell Metabolism. He founded Fit Habits AI after discovering a half-billion-dollar annual retention gap hidden across 28.5 million gym members in the post-pandemic rebuild.

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Philosophy

Retention is hidden growth capacity.

At meaningful scale, your gym can’t rely on fresh leads alone. Growth shifts to protecting the revenue and members already inside your business. Fit Habits helps operators scale retention with the data they already have.

See what your member data is already trying to tell you.

Book a discovery call to discuss whether Fit Habits is a fit for your gym or operator group.

Book Your Discovery Call