From Lead to Loyalty: How to Turn Data Into Action & Revenue Throughout the Customer Journey 

By tracking early engagement and automating personalized outreach, ClubReady shows how smarter use of data helps operators create better experiences — and stronger bottom lines. 

From presale to long-term loyalty, operators often sit on a goldmine of data — but many still struggle to connect the dots. Used effectively, that data can guide smarter decisions, automate workflows and create more meaningful member experiences. Left underutilized, it’s just noise.

Chris Gallo, Vice President of Sales at ClubReady, believes the difference comes down to how operators harness information across the entire customer journey. In this conversation with Athletech News, he shares how to turn data into action — and action into revenue — by focusing on the moments that matter most.

Athletech News: From initial presale to lasting loyalty, what parts of the customer journey tend to break down for operators?

Chris Gallo: The most important fundamental attribute of a successful studio is workout experience. It is simply the coaches’ role to deliver a high quality workout that’s entertaining for the masses and that can adjust to the behaviors of all fitness demographics; from the most inexperienced to experienced exercisers. Having a solid understanding of your target audience’s exercise psychology based on your mission and model is extremely helpful.

Your technology, sales and marketing prowess can be rendered powerless if the experience is not world-class and consistent with what consumers expect. Once that foundation is in place, there are many ways to measure success — through data points like class saturation levels, instructor performance, and coach and class feedback reports.

Your member management tools can take this very “qualitative” goal in striving to deliver world class workout experiences and assess it using key KPI’s and quantitative data that simply doesn’t lie.

Chris Gallo, VP of Sales (credit: ClubReady)

ATN: What’s holding operators back from unlocking the full potential of data?

CG: It can be a challenge to get true benchmark standards in front of fitness operators across so many different verticals. 

So many businesses are running on different member management systems, using varied lead management tactics and operating in unique markets. That makes it tough for the average business owner to get solid feedback and answer the question: “How does this data really help me make sound business decisions?”

ATN: What role does data play in converting leads into paying members during the presale stage?   

CG: At that stage, data’s role is about analyzing your lead metrics, speed to lead efforts and of course, what membership plan is most popular. Speed to lead is critical to make sure that leads get moved to action while the proverbial iron is hot. 

A solid operator who is nose-deep in a presale more than likely knows this data and can extrapolate a strategy based on what is working most effectively simply by running basic reports in their member management software which should be set up and productized to create frictionless, electronic buying experience for the consumer.     

Of course, making sure all offerings and purchases are made electronically through the business’ member management solution is a must. If this is done and the solution has the lead management tools needed for success and tracking data, then these metrics driving this decision making are accessible and at anyone’s fingertips. 

ATN: How can operators use data to personalize outreach and increase conversion rates without adding more staff hours?   

CG: One of the best means of creating a strong brand presence and engaging customers is driving non-members to your mobile app through trials, fitness content and events. Once this is done, a mobile app can utilize push notifications (at no cost to them) to send out meaningful fitness content to these prospective members with ease. No staff is needed to execute.  

Utilizing an intelligent CRM that offers business automation to communicate to each lead in a unique way is key and not fully reliant on staff. For us at ClubReady, we have seen real success when our customers tie in our CRM tools with our AI partners. In this case, these AI “agents” can act quite quickly and proficiently in an effort to book more leads into trial classes or services. 

Again, it reduces staff hours tremendously if rolled out and managed properly. AI Front Desk is an example of a product woven into ClubReady that has shown some incredible numbers with customers such as Club Pilates and Elevate Coaching. 

ATN: What are the most important member behaviors or signals that gyms should be tracking in the first 30–60 days?   

CG: Attendance and app login(s) usage are two factors that are simple to track. If attendance is falling off or low; engage to get them back in.

My advice is to make sure you get to know your customers as best you can in the first  few weeks. What are their fitness related goals and needs? Why are they there? Because if you do see a drop off in attendance or engagement in the first 60 days, you can utilize that information as a communication tool to help get them back into the building. Knowing their goals, likes and dislikes can make this dialogue in the outreach far more effective and personal. 

ATN: How does ClubReady’s system help operators act on those signals in real time?    

CG: Everything I just mentioned is tracked and can be cued up in our CRM as a reminder for a staff person to take action. For instance, if Ms. Jones had great attendance week one through three but has not been in once during weeks four and five, business automations set in ClubReady can trigger a staff task to be created assigning a staff person the job to call this member with a specific dialogue.

Effective business automation in ClubReady is not just having a text or app push notification go out because of a lack of attendance or other behaviors. It can be even more powerful if the task is executed by a staff-person to do the outreach personally. Of course this is a product of your business model and staffing capabilities. If limited in human resources, we are seeing more and more success stemming from AI “bots” who can become agents for the gym or studio and play a factor in client engagement.