When Prospects Don’t Pick Up the Phone: Why It Happens and How Gyms Can Fix It

One of the most common frustrations for gym owners and fitness businesses is simple.
Prospects are not picking up the phone.

It feels personal. It feels like wasted marketing spend. And it often leads to the assumption that the leads are “poor quality” or “not serious.”

But the truth is far more straightforward.

People’s behaviour has changed.
The way prospects communicate has changed.
And if your contact strategy has not changed with them, you will always be fighting an uphill battle.

The good news is this: you can fix it.
Here is exactly how.

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1. Make your phone number recognisable

Very few people answer unknown numbers.
Improve your pick up rate by:

• Calling from the gym’s landline
• Setting up branded caller ID where possible
• Sending a text first to say who you are and that you will call in 2 minutes

This one shift alone can transform your contact rate.

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2. Use a triple touch approach

Calling once and hoping for the best is no longer effective.

Use a short, multi touch pattern instead:

1. Call

2. Text immediately after

3. WhatsApp later the same day

Nearly everyone ignores calls.
Nearly everyone replies to messages.

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3. Make WhatsApp your primary contact channel

WhatsApp has an 80 percent plus response rate in fitness sales journeys.

Start the conversation with:

• A friendly message
• A short voice note
• A simple, one word question

Example:
“Hi Sarah, thanks for enquiring. Quick question, are you looking for help with fitness, weight loss or confidence?”

This feels safe and easy for the prospect.
It opens the door without pressure.

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4. Speed matters

If your first reply is not sent within 60 seconds, contact rates fall sharply.

FitLeads automation can:

• Send instant WhatsApp replies
• Trigger missed call text back
• Assign leads to your team automatically
• Deliver the first touch before your team even sees the lead

Speed wins more sales than scripts.

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5. Use video to build trust

Prospects trust real faces more than unknown numbers.

A short video message saying:
“Hi Mark, just tried calling, will try again shortly. Looking forward to helping you.”
…works incredibly well.

It proves you are a real person and not a sales robot.

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6. Ask how they prefer to be contacted

Add a simple field to your FitLeads form:

• Call
• Text
• WhatsApp
• Email

If 80 percent choose WhatsApp, stop trying to force phone calls.

Meet people where they are.

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7. Call at the right times

Some windows are awful for reach:

⛔ 8–9am
⛔ 3–4pm
⛔ 5–6pm

Better times include:

✔ 9.30–11.30am
✔ 12.30–2pm
✔ 6.30–8.30pm

If your gym only calls during the “dead zones,” contact rates will always be low.

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8. Reframe the purpose of your call

Prospects avoid calls when they think you are about to sell to them.

Change the message:

“Hi James, I am calling to help you book your visit and make sure you get the best out of the offer.”

This feels supportive rather than sales driven.

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9. Use short, conversational messages

Long paragraphs get ignored.
Short messages get replies.

Try:

• “Still interested?”
• “Want some details?”
• “Shall I call now or later?”
• “Is WhatsApp easier?”

Simple wins.

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10. Nurture prospects who are not ready yet

Silent prospects are not always lost prospects.

FitLeads can automate:

• SMS touchpoints
• WhatsApp flows
• Email nurtures
• Warm up content
• Education sequences
• Lead magnets

Not everyone buys on day one.
Some buy on day 30 — if you keep them warm.

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11. Use automated appointment setting

If they choose the time, they expect the call.

FitLeads can send:

• Self booking links
• Calendar slots
• Visit scheduling
• Auto reminders

This one tool can transform your show up rate.

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12. Track your numbers properly

Many gyms blame the lead when the real issue is the process.

FitLeads can help you review:

• Time to first contact
• Number of attempts
• Channel effectiveness
• Team performance
• Lead stage progression
• Drop off patterns

Fix the system, not just the symptom.

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Where to Go From Here

If your team is struggling to reach prospects, it is not a people problem.
It is a strategy problem.
A process problem.
A systems problem.

And the solution is rebuilding your contact strategy to match how people actually communicate today.

FitLeads can help you do exactly that.
If you want a free walkthrough or a complete contact funnel built for your club, just reach out.

 

The Future of Gyms Will Belong to Those Who Care the Most

Ryan Charlesworth 

Gym & Fitness Business Consultant, Podcast Host, Author & Network Builder. Helping GYM OWNERS, Hotel Managers, Investors and managers create SUCCESSFUL Fitness Businesses. Black Raccoon Consulting

November 24, 2025

The fitness industry has always been competitive, but the landscape is changing faster than ever. Technology is evolving, member expectations are rising and new models are appearing every year. In the middle of all that noise, one truth is becoming clearer with each passing month.

The future of gyms will belong to the operators who care the most.

Not the ones with the biggest marketing budget. Not the ones with the shiniest equipment. Not the ones who shout the loudest online.

The ones who genuinely care.

Care about their members. Care about their teams. Care about their community. Care about their standards. Care about the experience they deliver every single day.

When you strip the industry back to its core, gyms are not buildings. They are not treadmills. They are not brand colours or ad campaigns. Gyms are places where people come to change their lives. And people can feel immediately when a club is built around care rather than convenience.

Members gravitate towards environments where they feel noticed and valued. They stay when they feel understood. They bring others when they feel proud of the place they belong to. Caring is not a marketing tactic. It is the foundation of retention, reputation and long term growth.

The irony is that many struggling gyms are not failing because they do not know what to do. They are failing because they forgot why they started. Somewhere along the way, the daily pressures of running a gym drown out the reason they opened their doors. Targets replace connection. Admin replaces attention. Firefighting replaces leadership. And soon the club feels like a place of transactions, not transformation.

The winners of the next decade will be the gyms that reverse that trend. The ones that see every member as a person, not a number. The ones that take time to ask questions. The ones that build systems not to automate people out of the process, but to support their team so they can spend more time doing the human work that matters.

Because caring is not soft. Caring is not naive. Caring is not optional.

Caring is a commercial strategy.

It creates retention. It builds trust. It strengthens reputation. It attracts people who want more than a membership. It turns a gym into a community. And it gives operators something their competitors cannot copy, no matter how many ads they run.

There is a clear pattern emerging among the most successful gyms we work with. They all care deeply about the details. They care about every lead, every conversation, every class, every new joiner, every milestone. They create cultures where members feel looked after and staff feel proud. They build systems that support their standards rather than replace them. They never stop improving because they never stop caring.

And it shows. In their atmosphere. In their growth. In their results. In the way members talk about them when they are not in the building.

The truth is simple. Anyone can open a gym. Anyone can sell memberships. Anyone can run ads.

But not everyone cares.

And that is exactly why the future of this industry will not be defined by those who do the most. It will be defined by those who care the most.

If you keep that at the centre of every decision you make, you will build a business that lasts. A business that changes lives. A business that stands out for the right reasons.

Because caring is not only the heart of this industry. It is the competitive advantage that will decide who thrives next year and far beyond.

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Ryan Charlesworth | Black Raccoon Consulting | www.blackraccoon.org

The Benefits of Automation for Gyms and Why Every Fitness Business Should Embrace It

 

The Benefits of Automation for Gyms and Why Every Fitness Business Should Embrace It

Ryan Charlesworth 

Gym & Fitness Business Consultant, Podcast Host, Author & Network Builder. Helping GYM OWNERS, Hotel Managers, Investors and managers create SUCCESSFUL Fitness Businesses. Black Raccoon Consulting

Automation has become one of the most valuable tools in the modern fitness industry. For many gym owners, the word can sound technical or intimidating, but when understood properly, automation is simple. It is the process of using systems to perform routine actions so your team has more time to focus on the work that truly matters.

Automation does not replace human interaction. It enhances it. It supports teams, improves consistency, strengthens communication, and ensures no lead, member or opportunity ever slips through the cracks. When used correctly, automation becomes the engine that runs quietly in the background, keeping your business efficient, responsive and profitable.

This article explores what automation really is, why it matters, and how gyms can use it across sales, marketing, onboarding, retention and reactivation. We will also look at how systems like Go High Level, FitLeads and ManyChat power the modern gym and how Black Raccoon Consulting uses them with clients to transform performance.

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What Is Automation in a Gym Setting

Automation is the use of software and digital workflows to handle communication, follow up and routine tasks automatically. Instead of your team manually sending messages, booking appointments or chasing leads, the system does it for them based on rules you create.

Examples include:

• Automatic SMS and email follow ups for new leads
• WhatsApp messages triggered by actions
• Facebook, Instagram and Google messages handled instantly
• Diary integration that books appointments without a single phone call
• Reactivation sequences for ex members
• Onboarding journeys for new members
• Referral flows that encourage members to bring friends

Automation is not cold or robotic. When built well, it feels personal, timely and human. It simply removes the delay, inconsistency and missed opportunities that naturally happen when everything is manual.

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Why Automation Is So Valuable for Gyms

Gyms operate in a high volume environment. Leads come in daily. Members leave or return. People enquire at all hours. The sales process is continuous. Without automation, this becomes difficult to manage. With automation, the club operates like a well organised machine.

Key benefits include:

1. Faster follow up for leads Leads lose interest quickly. Respond within 3 minutes and they are far more likely to convert. Automation makes that possible every time.

2. Consistent communication Members, prospects and ex members all receive the right message at the right time, without relying on staff availability.

3. Less admin for your team The system handles repetitive tasks, freeing staff to spend more time selling, coaching and supporting members.

4. Higher conversion rates Automated follow up keeps prospects engaged across the full 28 day sales cycle using SMS, WhatsApp, email and social messaging.

5. Better member experience New members feel supported from day one through structured onboarding journeys.

6. Increased retention Members receive regular touchpoints that reinforce progress, celebrate milestones and prompt staff to reach out when needed.

7. Improved reactivation Lapsed members can be re engaged easily through targeted campaigns that run automatically.

8. More referrals Automated referral flows encourage members to bring friends and make the process simple.

Automation does not replace a great team. It makes a great team even better.

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How Automation Supports the Full Sales Journey

A strong sales process does not rely on chance. It must be structured, consistent and supported by multiple communication channels. Automation helps you run a complete 28 day lead nurture cycle that engages prospects at every stage.

This can include:

• Instant SMS when a lead fills in a form
• WhatsApp reminders to book a tour
• Email confirmation and welcome messages
• Follow up messages across all channels
• Automated replies via Facebook Messenger
• Google Business Chat handling new enquiries
• Instagram responses to comments or new followers

When these channels work together, your club stays visible, helpful and responsive. No lead is ever ignored. Every opportunity is maximised.

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Automation for Ex Member Reactivation

Reactivating ex members is one of the easiest and most cost effective ways to grow. Automation allows you to build:

• 30 day
• 60 day
• 90 day
• 6 month
• 12 month

reactivation campaigns that reconnect gently, offer support and invite members back. These messages can be delivered through SMS, email, WhatsApp or social platforms and can include links to rejoin, schedule a call or book a tour.

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Member Referrals and Automated Follow Ups

A good referral system works best when it is simple. Automation allows you to:

• Send referral invitations
• Deliver guest passes
• Notify the member when a friend joins
• Send thank you messages
• Track referral performance

The system does the heavy lifting. Your team only needs to handle the final steps.

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Using Automation to Manage Member and Product Purchases

When a member buys PT, a membership upgrade, a scan, a supplement or merchandise, the system can trigger:

• A thank you message
• A welcome journey
• A follow up at week two, week four and week eight
• A review request
• A cross sell option

Every purchase becomes an opportunity to deepen the relationship.

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Automation for the New Member 90 Day Onboarding Journey

The first 90 days are the most important in a member’s lifetime. Automation allows you to build complete onboarding journeys that include:

• Welcome messages
• Booking links
• PT introductions
• Class recommendations
• Check ins
• Progress prompts
• Invitations to social events
• Surveys

Platforms like Go High Level and FitLeads hold all these journeys, track member engagement and ensure every new starter feels supported.

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Using ManyChat for Social Automation

ManyChat is a powerful tool that helps gyms automate:

• Responses to new Instagram followers
• Replies to comments on posts
• Facebook message sequences
• Giveaway entries
• Competition flows
• Lead capture from social media

Instead of waiting for staff to respond, the system engages instantly, gathers information and routes leads into your CRM.

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Booking Appointments Automatically

Modern automation tools integrate directly with your diary. A prospect can:

• Click a link
• Choose a time
• Book a tour or consultation

and the appointment lands in your calendar without a single phone call or message exchanged. This removes friction and increases attendance.

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How Go High Level and FitLeads Power This Process

Go High Level is the backbone of many advanced automations in the fitness industry. Black Raccoon Consulting uses it extensively with clients because it manages:

• CRM
• Pipelines
• Automations
• Messaging
• Email
• WhatsApp
• Landing pages
• Calendars
• Forms
• Workflows

FitLeads is built specifically for gyms and works alongside Go High Level to:

• Manage the sales process
• Run 28 day nurture cycles
• Deliver the 90 day onboarding journey
• Host landing pages
• Track performance
• Provide dashboards and reporting

Together, they create a complete automation ecosystem that supports every part of your business.

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Conclusion and Call to Action

Automation is no longer optional. It is essential for modern gyms. It supports your sales process, strengthens communication, improves retention, enhances member experience and allows your team to focus on the human interactions that truly matter.

If you want to see how automation could transform your business, book a free demonstration of the FitLeads system. I will add the link for you once you are ready.

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Ryan Charlesworth | Black Raccoon Consulting | ryancharlesworth@blackraccoon.org