White-label member app
What is a white-label member app?
A white-label member app is a member-facing app carrying your gym’s name, logo and colours rather than the software vendor’s. Two versions exist and they’re often conflated: a branded skin on the vendor’s app, and a separate app published under your gym’s own name in the App Store.
The two versions
| Branded skin | Store-published app | |
|---|---|---|
| What members download | The vendor’s app, styled as yours | An app called your gym |
| Found by searching your gym’s name | ✕ | ✓ |
| Typical cost | $0–250/mo depending on vendor | Setup fee plus monthly |
| Setup time | Immediate | Weeks — store review |
Most gyms need the first. The second matters if you’re a recognised local brand whose members would search for you by name, or if you’re a franchise.
Why this is table stakes, not a differentiator
Nearly every gym platform offers branding. Anyone selling it as a headline feature is hoping you haven’t checked.
Two things do vary, and both are worth checking.
What it costs. Some platforms charge $200–300 a month for branding, occasionally with a setup fee. That’s a meaningful annual number for changing a logo and a colour.
What the app does. This is the one that matters. A branded app your members open twice and abandon is a branded liability. The branding is the least interesting thing about a member app — what it does when they open it decides whether they open it again.
Why it matters for your gym
A new gym with a proper app doesn’t look new, which is worth something real.
But the honest framing is this: branding affects the first impression, and function affects everything after it. Ask what the app does before you ask whose logo is on it.
How PATO handles it
Your gym platform carries your logo and colour on every plan, at no extra cost — sidebar, buttons, and the screen your staff log into.
The member app is the PATO app. We don’t sell a branded skin on it.
What we do offer is the real thing: an app under your own gym’s name, on your own App Store and Google Play listings. That’s a separate build — $499 setup, then $99/month on a 12-month minimum term, covering review cycles and keeping it current with every release. The app store fees are paid separately by you and sit outside this price. Store assets — the listing video and screenshots — are yours to supply, or we design them for you as a $599 bundle.
What we’d rather you judged us on is what members do with it: log meals by photo, get plans built, track benchmarks, earn rewards at your gym, talk to a companion at 5am.
Common questions
- Do members download something different?
- On any plan they download PATO. With a store-published app they search your gym’s name and find that instead.
- Which parts carry my branding?
- Your gym platform does, on every plan and at no extra cost — logo, colour, buttons and the login screen, so your team works in something that looks like your gym rather than like our product. Most platforms do this the other way round and leave the back office in their own colours. The member app carries your branding only if you take the store-published build.
- Is branding worth paying extra for?
- For the back office you never have to: it’s included. For a store-published member app, it’s worth it if members would search for your gym by name — a recognised local brand or a franchise. If they wouldn’t, spend the money on what the app does instead.
- How long does a store-published app take?
- Weeks, mostly waiting on store review.
Related terms
PATO