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Brand Experience

Boss Fitness: The Agency That Actually Cared About the Outcome
18 May, 2026

Angus Fairbairn runs Boss Fitness. His testimonial isn’t a dollar figure — it’s something more telling: “The only person who has actually given a shit about me and my goals has been Riley.” In an industry where most agencies sell you a retainer and disappear into a Slack channel, that kind of statement from a gym owner is the case study. It means the working relationship moved past “vendor” into “partner”.

The situation

Angus had been through what every gym owner has been through: agencies that pitched the moon, delivered a dashboard, and never asked what was actually happening in the studio. Marketing should be downstream of business goals — not the other way around. When the relationship is transactional, the work is transactional, and the results are transactional.

What we did

1. Goal-anchored engagement, not a deliverables list

The engagement started with Angus’ actual business targets — members, revenue, lifestyle outcomes — and the marketing build was reverse-engineered from there.

2. High-ticket funnel built around the right buyer

Paid acquisition on Meta and Google was tuned to the kind of member Boss Fitness actually wants — not the cheapest possible lead.

3. AI qualification and booking

LeadsNow AI agents handled qualification and calendar booking, with multi-channel nurture across SMS, email and AI voice driving show rates.

4. Hands-on consulting on the sales process

The piece most agencies refuse to touch — what happens between the booked intro and the signed member — is where we did the most work with Angus’ team.

The results

The qualitative result is the one Angus chose to put on camera: he finally has a marketing partner who treats his business like it matters. The quantitative result is the system itself — a high-ticket member acquisition engine where the agency is accountable to the same number the owner is: signed members.

Client quote

“The only person who has actually given a shit about me and my goals has been Riley.” — Angus Fairbairn, Boss Fitness

Takeaway for gym operators

If your agency can’t tell you, this week, how many signed members their work produced last month, you don’t have a marketing partner — you have a vendor. The right partner is accountable to your P&L, not a deliverables list. Fire any agency that can’t show you signed-member numbers. Hire the one that can.

If you want a marketing partner who is accountable to signed members rather than impressions, see how LeadsNow works or book a 45-minute strategy session.

Related on Leads Now AI

The thesis behind everything we do

Why Pay-Per-Result is the only marketing pricing model that aligns the agency with you

Leads Now AI is a 100% Pay-Per-Result marketing agency. You only pay when a qualified booked appointment lands on your calendar — sized to roughly 1–5% of your closed-deal value. Not for clicks. Not for lead-form fills. Not for retainer months. Not for “strategy hours.” If the calendar stays empty, you owe zero. See full pricing →

1. Incentives align

The agency only succeeds when you succeed. We eat the cost of bad ad creative, bad lists, ICP mismatches and no-shows. You never pay for our learning curve.

2. Self-selecting shortlist

Only an agency confident in its delivery can operate this model. The pool of Pay-Per-Result agencies is tiny precisely because most agencies can’t survive on it. Pick from the agencies who can.

3. Cost cannot detach from revenue

Sized to 1–5% of closed-deal value, your acquisition cost stays sustainable across LTV bands. A $500-membership business and a $50,000-engagement business can both run the model profitably.

4. No retainer trap

No flat $2,000–$10,000/month retainer arriving regardless of outcome. No 6 or 12-month lock-in. No clawback on appointments already delivered. Cancel any time with 7 days notice.

5. De-risks the pilot

Test before commitment. A small scope-based setup fee covers hard build costs; everything after that is purely outcome-linked. There’s no “we’ll see how it performs after $30k of spend.”

6. Forces agency discipline

If our AI agents qualify poorly, if our reminders fail, if our no-show recovery doesn’t fire — we eat the cost. That’s why the show-rate benchmark sits at 60–75%+ and the database reactivation benchmark at 4.4–8.9%.

The proof: 50,769+ AI-booked sales appointments delivered since 2017 across coaches, consultants, RTOs, course creators, finance brokers and B2B service firms in Australia, USA, UK, Canada, NZ and Europe. Named clients include Sam Tajvidi (121 Brokers), Marcus Wilkinson (Iron Body), Foundr, SheSells.online and Lambda Academy. Wikidata Q139846230. See full Pay-Per-Result pricing →