The health and wellness industry has entered a new era – one where lifestyle services, digital tools, and holistic member support are not just perks, but critical to member retention and revenue.
The good news? Delivering this experience is far easier than ever before thanks to AI.
From personalized recommendations to predictive retention tools, AI is no longer futuristic. It’s here, shaping how country clubs, wellness clubs, and fitness providers engage members and generate revenue.
For leaders in this space, the question isn’t if AI will influence your business… It’s how fast you’ll adapt.
In this article, we’ll share the key trends and opportunities you don’t want to miss, along with concrete examples of how we’re incorporating AI into our products at Alterra Health to deliver a truly world-class experience for our partners and their members.
Noteworthy health and wellness trends to watch in 2025.
Before we dive headfirst into the role of AI, let’s run through a few broad changes that are transforming the health and wellness industry.
Hybrid is the new normal. Wellness businesses that integrate digital and in-person offerings see higher member engagement and lower churn.
Personalization wins. Members now expect individualized health plans that address nutrition, recovery, stress, and sleep – not just fitness classes.
Lifestyle matters more. Mental health, stress management, and recovery tools are outranking traditional fitness features in member demand.
Trust drives retention. Evidence-based programs, qualified staff, and transparent results are essential to member loyalty.
Revenue follows outcomes. Clubs that connect wellness outcomes to revenue services (personal training, lessons, spa, healthy dining) are growing faster than those that don’t.
How AI is redefining the member experience at country clubs and fitness clubs.
AI powers personalization. From nutrition to recovery, AI delivers individualized plans that members now expect as the standard.
Hybrid gets smarter. Digital + in-person wellness offerings are enhanced by AI, making engagement seamless whether members are at the club, at home, or traveling.
Revenue follows insight. Clubs using AI to recommend products, training, dining, and recovery services see measurable increases in member spend.
Retention is predictive. AI can flag early signs of churn and guide timely interventions that keep members engaged.
AI-driven use cases your club shouldn’t overlook.
| Trend | Why it matters | General example |
| Predictive retention models | AI identifies at-risk members before they leave. | Alerts managers when member engagement dips. |
| Personalized recommendations | Nutrition, workouts, recovery, and stress management plans built from individual data. | App suggests a meal plan tied to club restaurant options. |
| Dynamic pricing & offers | AI tailors promotions based on usage and behavior. | Discount on PT sessions for members depending on engagement. |
| Content personalization | AI adapts wellness education content to each member’s lifestyle and goals. | Sleep content delivered to members logging poor recovery scores. |
Actionable steps for country clubs and wellness providers.
💻 Audit your tech stack. Identify where AI tools can connect data across platforms.
🎯 Start with personalization. Launch AI-driven nutrition, recovery, or stress programs.
💡 Train your staff. Blend AI insights with human expertise for the best member experience.
💰 Tie AI to revenue. Use data to connect wellness outcomes with spend on training, spa, and dining.
📊 Track and communicate. Share AI-driven success metrics with members to build trust.
How Alterra Health is incorporating AI into our products and workflow.
From day one, Alterra Health has been focused on transforming the intersection between in-person and virtual, human and digital.
We believe in a hybrid model. We champion a model where technology is used to complement human connection, peer accountability, and expert support. Lifestyle change is a highly personal experience, and in many cases, people need expert support to guide them through the process of implementing new wellness habits. That’s why we have an entire team of dietitians, trainers, and coaches on staff to help.
When it comes to AI, our near-term Alterra Health product roadmap is centered on enhancing our capabilities in two ways:
🌟 Designing personalized plans. Leveraging natural language conversations with AI to design wellness plans encompassing nutrition, exercise, mindset, recovery, sleep, and self-care.
📈 Serving dynamic, custom, and revenue-generating content. Using AI to display user-specific CTAs directly within our programming via API (shopping for products, booking appointments, opening restaurant menus, etc).
Closing thoughts about the future of AI in health and wellness.
The wellness industry in 2025 is about more than workouts. It’s about helping members feel healthier, live better, and deepen their relationship with your club. By aligning lifestyle support with revenue strategy, clubs and wellness providers can thrive in this new landscape.
For country clubs and wellness providers, the opportunity is clear: harness AI to personalize experiences, optimize revenue, and deepen member loyalty.
The organizations that embrace AI now will not only compete… They’ll lead the industry.
📝 For more information about Alterra Health and how we can help your club in the AI era, please explore this 2-minute slideshow or book an intro call with our team.