A fitness services company whose AI lead nurturing returned about 12x its cost

The challenge

The client connects people with personal trainers who come to their home or local gym, across the United States. HubSpot is their core system, and they wanted leads from ads and other sources to turn into booked consultations without manual follow-up.

What was in the way

• New leads received no automated emails.
• Replies were read and handled by hand.
• No AI was in use anywhere in the sales process.
• Call outcomes in the dialer didn’t reach HubSpot, which risked contacting the same leads too often.

The system we designed

We delivered the work in phases, with HubSpot as the system of record and Make.com as the automation layer. The first phase was a nurture program for new leads: three routes of HubSpot marketing emails, each with a booking link. A second phase extended the same sequence to older leads.

Every reply is tracked in Make.com and read by Claude, which decides what the reply is about and takes the next step. When a lead books, they leave the nurture sequence and move into the deal pipeline automatically.

Key automations and integrations

• Three-route nurture emails: each with a booking link.
• Booking hand-off: a booking takes the lead out of nurture and into the deal pipeline.
• AI reply classifier: a lead who writes “I prefer a phone call” gets a ticket for the team and a Slack alert, then a call.
• Alerts and tagging: records are tagged in HubSpot, and sales and the founders are notified in Slack.
• Dialer sync: call dispositions from Kixie are written back to HubSpot, so leads aren’t called more than they should be.

The impact

• In its first two months, the system returned about 12 times its cost in won deals.
• Every new lead now gets follow-up, and every reply is read and routed.
• Leads book consultations from the sequence on their own, or through a callback the system triggers.

Why it scales

Each phase builds on the same HubSpot data and Make.com layer. The next phase, now in progress, adds an AI voice agent that calls fresh leads, books and reschedules appointments in real time, and writes every call outcome back to HubSpot.