Built around behaviour change science, guruPaul is an innovation from retention specialist, Paul Bedford. The app has been designed in a bid to help keep new members engaged long enough to build a lasting exercise habit.

“This isn’t another workout app, it’s an AI-powered behaviour change platform informed by two decades of retention modelling and research,” says Bedford. “It identifies members most at risk of dropout and guides them toward visit patterns proven to extend membership length.”

It helps members achieve four to six visits per month – the habit-forming threshold research shows can extend membership duration (Lifetime Value) by up to seven months.

The guruPaul app sits alongside CRMs, engagement tools and digital platforms as a behaviour intelligence layer.

“It works 24/7, shaping the micro-behaviours that create lasting exercise routines,” adds CEO and founder of guruPaul, David Connell.