Keepme publishes study on the state of call-back services in Australian fitness membership sales

March 7, 2025

AI-powered sales and marketing platform, Keepme, has published a comprehensive study 'The State of Call-back Services in Australian Membership Sales', which reveals a major gap in lead engagement for fitness operators resulting in lost revenue opportunities.

The findings across 50 brands representing 1861 locations highlights major inefficiencies in call-back availability, follow-up speed, and response quality - issues that directly impact conversion rates and business growth.

Without structured call-back processes, fitness operators are leaving high-intent leads unengaged and losing potential revenue.

Among the key Australian findings:

0% of operators actively advertised a call-back function.
66% required a manual request via a contact form.

With zero operators actively promoting call-backs, the study confirms that lead follow-up is far from a priority in the Australian fitness industry despite overwhelming evidence that fast, structured responses directly improve conversion rates.

Hilary McGuckin, Director of Marketing at Keepme notes "these studies highlight a massive missed opportunity in the Australian fitness industry. Without structured, instant lead engagement, operators are losing prospects before they even get the chance to convert them.

"Keepme Antares ensures every inquiry gets an instant response, keeping prospects engaged while their intent is at its highest. In fact, our customers are seeing a 60% conversion rate on leads to tours and tripling their visitor-to-lead conversion rates simply by eliminating response delays."

Fixing the Problem with Keepme Antares
The study reinforces what many gym operators already suspect: manual lead handling is inefficient and costing them business. Keepme Antares eliminates this problem by:

Automating call-backs to happen instantly - before the lead can go cold.
Providing structured, AI-driven responses that feel personal and natural.
Using multi-channel follow-ups (email, SMS, WhatsApp) to keep prospects engaged.
Freeing up sales teams to focus on in-person conversions rather than chasing cold leads.

With response times in the study ranging from a best-case 1 minute 22 seconds to a worst-case 5,657 minutes (nearly four days), the opportunity cost is clear. If a prospect doesn’t receive an immediate response, they will likely sign up elsewhere.

Matt McCallum, Growth Marketing Manager at Keepme adds "speed and consistency are everything in lead conversion, yet this study shows most Australian gyms are relying on slow, manual processes that leave prospects waiting.

"Keepme Antares ensures that every inquiry is handled instantly and efficiently, converting more leads without adding extra workload to sales teams. One leading APAC fitness chain went from a 13.97% lead-to-tour conversion rate to 38% in just seven days - a 2.72x increase without hiring a single extra sales rep."

AI-Powered Engagement is the Future
Australian gym operators who continue relying on outdated, manual lead follow-ups will struggle to compete. Those who embrace AI-driven solutions will gain a significant edge in lead conversion, cost efficiency, and long-term revenue growth.

With Keepme Antares already delivering measurable results, the question is clear: Will Australian gyms adapt or will they continue losing prospects to faster competitors?

Download the Full Australia Report

Findings from KeepMe and Mystery Shopping for Fitness Businesses are considered in a feature article assessing recent studies into how fitness operators need to improve their membership inquiry handling in the latest issue of Australasian Leisure Management.

Subscribers can click here to view this issue in its electronic format.

9th January 2025 - Keepme research uncovers the Gym leads lost after hours

23rd October 2024 - Keepme deploys AI Sales Agent to address lead generation solutions for fitness operators

8th August 2024 - Keepme studies reveal significant delays in lead response times in fitness industry

1st May 2024 - Keepme launches ‘Fitness Marketers’ Cheat Sheet’ to aid fitness industry professionals with AI Strategies

11th April 2024 - Keepme launches Open-House Sessions for fitness operators

10th April 2024 - Keepme releases extensive Artificial Intelligence resources guide for fitness operators

7th April 2024 - Keepme delivers informative on-demand webinars to empower fitness operators

20th March 2024 - Keepme Chief Executive appointed to Gymnation Board

5th July 2023 - Keepme reveals first generative AI tool for fitness operators

9th August 2022 - Plus Fitness partners with Keepme to accelerate innovation

2nd December 2021 - Keepme named platinum partner for Fitness and Recreation Industry Technology Summit

15th June 2021 - Keepme launches new white paper to demystify AI for fitness and wellness sectors

3rd May 2021 - Keepme drives improved sales conversions and member satisfaction at Toowoomba’s Willows Health and Lifestyle Centre

9th September 2020 - AI-powered retention platform Keepme secures US$1.7 million investment

5th December 2019 - Keepme appoints territory managers for Australia, USA and Spain

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