Case study: Personal training
Paul McGowan Fitness
Leads rising steadily month on month, and better conversion into membership.
The problem
Paul runs a coached functional fitness gym. The coaching takes care of itself. The job was to simplify and strengthen the systems around it.
Enquiries arrived through contact forms, messages and Facebook lead ads, and sat wherever they landed. There was no single view of who wanted what, so follow-up meant hunting. And the membership list had grown into more options than anyone could explain on a call.
It is a common story in fitness. Plenty of gyms sell workouts. Very few have a clear route from first enquiry to confident member. That route is what I built.
What I built
Fewer, clearer offers
Paul and I went through every programme and cut the tangle back to a small set of core memberships. Two front doors now do most of the work, the 28-Day Kickstart and the Masters programme, each with its own entry-level landing page feeding the core offer. The Kickstart is more than a programme. It is how new members are onboarded.
One pipeline from enquiry to member
Every enquiry, whether it comes from an ad, a social post or the site, now lands in one sales pipeline with a clear next step. Nothing sits unanswered in an inbox. Follow-up is automated and tailored to the programme someone asked about, with a call booking option built in.
Automation doing the admin
Social and ad activity flows straight into the CRM. Automated workflows handle the nurture and onboarding email. The team gets a notification the moment a new lead arrives, so no enquiry waits, and payment links mean signing up happens in one step, not a back and forth. Behind it sits an advertising calendar and a retention and pricing plan, so the system keeps working month after month.
What changed
Leads have risen steadily month on month, and that flow has helped conversion into membership.
The exact numbers are Paul's to share, so this page stays directional on purpose. The shape is what matters: a simpler offer at the front, one pipeline in the middle, and admin that runs itself at the back.