How Australian Gyms Perform in Lead Response. Results from the First Mystery Shopping Study

If there’s one thing that can make or break a fitness business, it’s how well you handle member enquiries. We’ve all heard it before—your lead response times, the quality of conversations, and the platforms you use can massively impact your success. But until now, no one has taken the time to really dig into what’s going on behind the scenes across the industry.

Well, that’s about to change.

For the first time ever in Australia, we’ve conducted a comprehensive mystery shopping study across the fitness industry. And let me tell you—the results are absolutely jaw-dropping.

Over the past several months, we’ve randomly selected 500 clubs across all major capital cities – franchises, franchise studios, gym chains, council facilities, and independent clubs. We reached out to them through emails, phone calls, Instagram, and Facebook to assess how they engage with potential members.

What we found has been nothing short of eye-opening.

We’re still in the process of categorising the data, but here’s a sneak peek of what we’re looking at:

  • Response times: Who’s responding quickly, and who’s leaving leads hanging?
  • Methods of response: Are clubs even replying to leads?
  • Conversation quality: How well are clubs converting enquiries into meaningful conversations and then tours?

We have the data to allow you to develop actionable insights!

Really every gym owner, operator, and manager needs to know this information. And the best part? We’re revealing all of this at FitnessBiz24.

If you care about growing your business, boosting your lead management, and optimising your sales process, you cannot afford to miss this event. We’re pulling back the curtain on what’s really happening across the industry, and you’ll walk away with strategies that can help you outperform your competitors.

I’ll be sharing the full breakdown at FitnessBiz24, so make sure you’re there to see how your club stacks up and what you can do to stand out in a crowded market.

This is the first study of its kind in Australia, and the results will set a new benchmark for the industry. Trust me—you won’t want to miss it.

Don’t miss this opportunity – head to www.activemgmt.com.au/FitnessBiz and register now!

Education Sessions At #FitnessBiz24

Session 1         Global Industry Trends That Impact You Locally

The fitness industry is evolving, and aligning consumer needs with your services is key to gaining and retaining members. As a business leader, your top priority is understanding your customers and innovating to meet their needs. In this session, you’ll uncover essential insights into your target market, learn where to find crucial data on prospects, and enjoy JT’s renowned snapshots from fitness businesses worldwide.

Session 2         Have A Line Of People Wanting To Work With You

While AI and outsourcing can streamline operations, your people remain the heart of member acquisition and retention. In this session, JT will reveal powerful HR strategies to show your staff you genuinely care, inspiring them to give their best and stay loyal. Plus, you’ll participate in a 15-second exercise that will leave you energized and uplift you for your  entire day!

Session 3         You Do Control The Sales Process – So Control It!

It’s time for gym owners and managers to elevate their leadership and motivate their sales teams to new heights. In this session, you’ll discover eye-opening insights into the realities prospects face when reaching out to your gym, whether by phone, email, or in person. Prepare to be surprised by the high percentage of inquiries that go unanswered in our industry! As a business leader, it’s your responsibility to transform these challenges into opportunities. You’ll walk away with a powerful blueprint to ensure your sales processes are consistent and effective. This is your chance to lead with confidence and achieve outstanding results!

Every city around Australia is covered between 7:30 and 10:30 this November:

  • 15th November – Brisbane
  • 20th November – Perth
  • 21st November – Adelaide
  • 22nd November – Melbourne
  • 27th November – Sydney