End-to-End Digital Ecosystem: Comprehensive digital platform, including a member app with features like face recognition, locker access, fitness data tracking, and in-app purchases.

 

WeChat Mini Program: Enabled membership purchases, trial bookings, and e-contracts with integrated payments.

 

Sales & CRM Tools: QR-based sales incentives and personalized CRM via WeChat.

 

Member Engagement: WeChat for lifecycle messaging, surveys, and content personalization.

Introduction

UFC Fit, the fitness arm of the globally renowned Ultimate Fighting Championship (UFC), is not just another gym—it’s a movement blending combat sports DNA with modern fitness innovation. With a strong global presence, UFC Fit entered the Chinese market looking to deliver a digitally enhanced, immersive fitness experience tailored to the expectations of modern Chinese consumers.

To make this vision a reality, Fugu partnered with UFC Fit to design and implement a comprehensive digital fitness platform—from pre-sales to in-gym experiences and member lifecycle management.

The Challenges

Entering the Chinese market posed unique challenges for UFC Fit:

  • Creating a seamless, digitally integrated experience across pre-sales, membership, and in-gym services.
  • Enabling localized digital tools aligned with Chinese regulations and user behaviors.
  • Building an engaging digital journey for members, with features that reflect the brand’s premium and performance-driven identity.
  • Establishing a scalable, data-driven sales and CRM system to support growth.

Our Approach

A Smart Member App Experience

At the core of UFC Fit’s digital ecosystem is a cloud-based member app, designed to provide members with convenience, personalization, and performance tracking. Key features include:

  • Smart Entry: Members access gym facilities using facial recognition and temperature sensing technology.
  • Seamless Purchases: In-app payments for food, beverages, and accessories, or through automated kiosks.
  • Locker Access: Lockers are integrated with the app via QR code-based unlocking.
  • Connected Fitness Equipment: Body composition and cardio machines sync directly with the app to log and track performance data.

 

By integrating fitness tracking and member convenience into one interface, the app becomes more than just a digital pass—it’s a personal fitness hub.

Understanding the importance of WeChat in China’s digital landscape, we built a robust WeChat Mini Program that supports both pre-sales and early engagement:

  • Membership & PT Program Purchases: Users can explore, purchase, and sign membership contracts directly through the Mini Program using Esign, a government-approved digital signature solution.
  • E-invoicing Integration: All purchases generate electronic invoices via 51Finance, ensuring compliance and user convenience.
  • Trial Class Booking: From booking to check-in, coach scheduling, and no-show handling, the trial class system is completely automated within the Mini Program.

 

This streamlined pre-sales experience supports conversion and drives early engagement, even before users step into a UFC Fit facility.

To empower UFC Fit’s sales team and boost lead conversion, we created a customized incentive program and companion tools:

  • QR Code-Based Sales Tracking: Each sales executive receives a unique QR code, linking all interactions and conversions back to them.
  • Commission System: Sales representatives are rewarded transparently for conversions, encouraging active participation.
  • Sales Mini Program: A dedicated app allows staff to register trial users, capture offline sales, and take personalized member photos.

 

This system not only motivates the sales force but also ensures all activities are recorded and measurable for performance tracking.

Our Social CRM strategy focused on delivering relevant and timely content across the member journey:

  • Segmentation: Users were grouped based on demographics, purchase behavior, and engagement history.
  • Custom Messaging: From trial reminders to satisfaction surveys, communication was personalized and scheduled via WeChat.
  • Cross-Sell Campaigns: Members were targeted with promotions for personal training and other services based on their profile and interests.
  • Branded WeChat Menus: A customized WeChat UI provided members quick access to key services, enhancing their digital experience.

Our final goal was to ensure that members not only joined but also stayed engaged and motivated. Key lifecycle touchpoints included:

  • Member Onboarding Page: Clearly explained services and tools to set users up for success.
  • Support Through WeChat: Regular care messages and helpful nudges kept members active and informed.
  • Feedback Loops: Surveys and satisfaction checks were integrated to gather insights and improve services continuously.

Results and Impact

The combined efforts led to the creation of a fully integrated digital environment that elevated the UFC Fit experience in China:

Seamless member onboarding and gym access.

Increased pre-sale conversions through a WeChat-first approach.

Efficient, trackable sales operations.

Personalized engagement that supports loyalty and retention.

By fusing technology, fitness, and personalization, UFC Fit now stands as a model for how global fitness brands can adapt and thrive in the Chinese market.

Conclusion

The UFC Fit case study demonstrates how digital transformation in the fitness industry goes beyond apps and automation—it’s about crafting a journey that resonates with users. With a mix of smart tech, local integration, and customer-centric thinking, Fugumobile helped UFC Fit redefine the gym experience for a new generation of fitness enthusiasts in China.

End-to-End Digital Ecosystem:

Comprehensive digital platform, including a member app with features like face recognition, locker access, fitness data tracking, and in-app purchases.

WeChat Mini Program:

Enabled membership purchases, trial bookings, and e-contracts with integrated payments.

Sales & CRM Tools:

QR-based sales incentives and personalized CRM via WeChat.

Member Engagement:

WeChat for lifecycle messaging, surveys, and content personalization.

Introduction

UFC Fit, the fitness arm of the globally renowned Ultimate Fighting Championship (UFC), is not just another gym—it’s a movement blending combat sports DNA with modern fitness innovation. With a strong global presence, UFC Fit entered the Chinese market looking to deliver a digitally enhanced, immersive fitness experience tailored to the expectations of modern Chinese consumers.


To make this vision a reality, Fugumobile partnered with UFC Fit to design and implement a comprehensive digital ecosystem—from pre-sales to in-gym experiences and member lifecycle management.

The Challenges

Entering the Chinese market posed unique challenges for UFC Fit:

  • Creating a seamless, digitally integrated experience across pre-sales, membership, and in-gym services.
  • Enabling localized digital tools aligned with Chinese regulations and user behaviors.
  • Building an engaging digital journey for members, with features that reflect the brand’s premium and performance-driven identity.
  • Establishing a scalable, data-driven sales and CRM system to support growth.

Our Approach

A Smart Member App Experience

At the core of UFC Fit’s digital ecosystem is a cloud-based member app, designed to provide members with convenience, personalization, and performance tracking. Key features include:

  • Smart Entry: Members access gym facilities using facial recognition and temperature sensing technology.
  • Seamless Purchases: In-app payments for food, beverages, and accessories, or through automated kiosks.
  • Locker Access: Lockers are integrated with the app via QR code-based unlocking.
  • Connected Fitness Equipment: Body composition and cardio machines sync directly with the app to log and track performance data.

By integrating fitness tracking and member convenience into one interface, the app becomes more than just a digital pass—it’s a personal fitness hub.

Understanding the importance of WeChat in China’s digital landscape, we built a robust WeChat Mini Program that supports both pre-sales and early engagement:

  • Membership & PT Program Purchases: Users can explore, purchase, and sign membership contracts directly through the Mini Program using Esign, a government-approved digital signature solution.
  • E-invoicing Integration: All purchases generate electronic invoices via 51Finance, ensuring compliance and user convenience.
  • Trial Class Booking: From booking to check-in, coach scheduling, and no-show handling, the trial class system is completely automated within the Mini Program.

This streamlined pre-sales experience supports conversion and drives early engagement, even before users step into a UFC Fit facility.

To empower UFC Fit’s sales team and boost lead conversion, we created a customized incentive program and companion tools:

  • QR Code-Based Sales Tracking: Each sales executive receives a unique QR code, linking all interactions and conversions back to them.
  • Commission System: Sales representatives are rewarded transparently for conversions, encouraging active participation.
  • Sales Mini Program: A dedicated app allows staff to register trial users, capture offline sales, and take personalized member photos.

 

This system not only motivates the sales force but also ensures all activities are recorded and measurable for performance tracking.

Our Social CRM strategy focused on delivering relevant and timely content across the member journey:

  • Segmentation: Users were grouped based on demographics, purchase behavior, and engagement history.
  • Custom Messaging: From trial reminders to satisfaction surveys, communication was personalized and scheduled via WeChat.
  • Cross-Sell Campaigns: Members were targeted with promotions for personal training and other services based on their profile and interests.
  • Branded WeChat Menus: A customized WeChat UI provided members quick access to key services, enhancing their digital experience.

Our final goal was to ensure that members not only joined but also stayed engaged and motivated. Key lifecycle touchpoints included:

  • Member Onboarding Page: Clearly explained services and tools to set users up for success.
  • Support Through WeChat: Regular care messages and helpful nudges kept members active and informed.
  • Feedback Loops: Surveys and satisfaction checks were integrated to gather insights and improve services continuously.

Results and Impact

The combined efforts led to the creation of a fully integrated digital environment that elevated the UFC Fit experience in China:

Seamless member onboarding and gym access.

Increased pre-sale conversions through a WeChat-first approach.

Efficient, trackable sales operations.

Personalized engagement that supports loyalty and retention.

By fusing technology, fitness, and personalization, UFC Fit now stands as a model for how global fitness brands can adapt and thrive in the Chinese market.

Conclusion

The UFC Fit case study demonstrates how digital transformation in the fitness industry goes beyond apps and automation—it’s about crafting a journey that resonates with users. With a mix of smart tech, local integration, and customer-centric thinking, Fugumobile helped UFC Fit redefine the gym experience for a new generation of fitness enthusiasts in China.

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