Sweat, Enhance, Recover: Cultivating Proprietary Programming with ClubReady
Kelsie Stone
October 21, 2025
ClubReady Creates Custom APIs to Support the Future of Fitness
David Geller, Chief Operating Officer and Partner of Anatomy Fitness, has an established background in the fitness industry. From his tenure as head of marketing for Equinox in 2005 to independent consulting for fitness brands such as Reebok, Geller brings years of experience to the table.
Do Sweat It
Sports performance and the science of strength conditioning inform Anatomy’s proprietary programming, encouraging excellence in every aspect of members’ lives – starting with hand curated, state of the art fitness equipment and innovative group fitness classes. With such lofty goals, Anatomy needed a powerful partner from the get-go.
ClubReady has been with Anatomy since they opened in 2014. Geller started working with the Anatomy team shortly after in 2015 – and he’s been there to participate in the growth ever since, joining founder Chris Paciello and Marc Megna.
“As our businesses grow, so has ClubReady,” said Geller. “They’re accelerated with us, introducing us to members of the team who can help us achieve our objectives.”
Making Data Walk the Walk
Anatomy is dedicated to helping their members enhance their lives with world-class personal trainers and more – making data management an essential part of that journey.
When the team’s director of finance and business intelligence wanted to build an in-house data warehouse, ClubReady’s team was all-in to make it happen. “They were exceptionally helpful in creating APIs,” said Geller, “and doing things so we could be much more self-sufficient in analysis and reporting on the financial metrics as well as sessions pulled, et cetera.”
“They were exceptionally good partners throughout that process,” said Geller, who mentioned the experience was mutually beneficial. “I think we taught them a few things about how to think about the data, and they taught us some things.”
Recovery and Support, Intertwined Through Technology
Anatomy is all about helping their members become the best version of themselves, offering recovery services ranging from hot and cold plunge to IV nutrition therapy to infrared saunas and eucalyptus steam rooms.
With passion, experience, and dedication as a central part of these services offered by their team, Anatomy appreciates the value of a software provider that matches their level of discipline. “What’s very rewarding is ClubReady will match the way my team is, and they don’t say, ‘Well, we don’t do that,’” said Geller. “They say, ‘How can we help meet your needs?’ So, they’ve been very good partners.”