Case study · MMA gym group
How an MMA gym group recorded $886,000 in opportunity value over 125 days
An MMA gym group added automated enquiry response, follow-up and re-engagement, recording $886,000 in opportunity value over 125 days with a 53.84% lead-to-member close rate.
Published 20 August 2024
Reported figures
- Opportunity value (not revenue)
- $886,000
- Lead-to-member close rate
- 53.84%
- Period
- 125 days
Opportunity value is the total value of sales opportunities recorded in the client's CRM during the period. It is not revenue, profit or cash collected.
Starting point
The challenge
This MMA gym group had strong word-of-mouth and a loyal member base, but growth had plateaued. Leads came in from ads and referrals, conversion was inconsistent, and follow-up often fell through the cracks when the team was busy.
What wasn't working
- Lead response times averaging 4+ hours
- Manual follow-up dependent on staff availability
- No systematic re-engagement of lapsed members
- Inconsistent class attendance despite demand
What we did
The work
- 01
Faster first response
- AI-assisted first response to new enquiries, day or night
- Responses tailored to enquiry type and source
- Trial class bookings handled automatically
- 02
Follow-up
- Multi-channel sequences (SMS, email and voicemail)
- Triggered by behaviour, not just time
- 03
Re-engagement
- Lapsed-member re-engagement sequences
- Class reminders and membership renewal prompts
- 04
Tracking
- Tracking from ad click to membership
- Regular optimisation based on the data
Systems deployed
- HighLevel CRM set-up and automation
- AI-assisted enquiry response
- Multi-channel follow-up sequences
- Lapsed-member re-engagement
- Class booking automation
- Lead-source tracking
Results
What was reported
Results reflect the whole business — its market, team, offer and decisions — not Evolve's work alone, and they aren't a forecast for other businesses. See our earnings and results disclaimer.
- $886,000 in opportunity value recorded in the CRM over 125 days
- 53.84% lead-to-member close rate over the period
- Staff time moved from manual follow-up to member experience
“Classes are jam-packed, revenue's way up, and the leads are booking themselves in via AI. The system just runs.”
Revision note
Updated 2 October 2026: the headline figure is now consistently described as opportunity value (not revenue), and a close-rate range that didn't match the case data was removed.
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