Primal Moves

The problem

Primal Moves ran on three systems: Toast for the cafe, Mindbody for classes and memberships, Luma for events. None of them could see the others, and none of them could answer the question the owner actually had, which was simply how the business was doing this week.

So the answer got built by hand. Staff exported from each system and reassembled the picture in Google Sheets, hours of it, week after week. These were smart people doing work a computer should do, because the tools they were given could not do it. Mindbody has reports of its own; they never answered the questions that mattered here.

What we built

A small family of dashboards that pulls all three systems into one place. Weekly visits split into first-timers and returners, active members over time, and a heatmap of attendance by class and day of week, so the team can see which classes are filling and which are quietly emptying. Visit history becomes an early read on retention: the members who have started to drift show up before a lapse becomes a cancellation.

The engineering that earns its keep is underneath. Scheduling, point of sale and events come from three platforms with three different ideas of what a member, a visit and a product even are. Reconciling them into one trustworthy timeline per member, client-side, is most of the work.

What changed

The weekly spreadsheet ritual is gone. And one view nobody expected became the most valuable screen in the building: the full list of thousands of people who have ever visited, with their contact numbers, sorted and ready. Every one of them is a warm lead the gym already paid to acquire. Before the dashboard that list did not exist anywhere; now the team can work through it and make calls.

It has been in production for several months, tracking roughly 200 members and a much larger flow of weekly visitors.