At a glance: Ben Channon runs BFitt, an established gym with nine full-time trainers and an allied health arm. Working with the LeadsNow team — under its fitness-vertical brand More Gym Members — he set out to boost memberships on the class side of the business. Two and a half months after launching the first campaign, he’d added a little over 80 members in two months, worth over $10,000 a month in new recurring revenue, with 57 sales bookings in the calendar in a single week. All figures on this page come straight from the filmed interview below.
The numbers, as stated in the filmed interview
| Metric | Result |
|---|---|
| New members signed | A little over 80 in the last two months |
| New recurring revenue added | Over $10,000 a month, in two months |
| Class membership pricing | $30–$35 per week (recently raised) |
| Sales bookings in the previous week alone | 57 |
| Full-time trainers at BFitt | Nine, grown up from one |
| Time since the first campaign launched | About two and a half months at filming |
Watch Ben tell it himself
A note on the era: this campaign was delivered by the LeadsNow team under its fitness brand, More Gym Members, and the video was filmed in early 2020. It predates the AI sales agents LeadsNow runs today — what you see here is the team’s earlier high-ticket fitness work: lead generation and the sales systems to handle it, exactly as described on camera.
Where BFitt was before
BFitt wasn’t a struggling start-up. By the time Ben reached out, it was an established, successful facility — nine full-time trainers, grown up from one, with allied health services and a range of programs and offers. The sticking point was a familiar one for growing gyms: whenever the business needed more members, everyone was too busy running the business to go and find them.
Ben had tried doing the marketing himself, and had worked with about four or five outside marketers before — two local, three quite large. The problem was always the same.
“It was always just a cookie cutter model, which is not how we run our business. So fundamentally we were trying to get a cookie cutter model to work on a business that very specifically doesn’t offer cookie cutter programs. And so it just was a poor fit all the time.”
— Ben Channon, BFitt
How he found the team is a story in itself: Riley’s ads kept following him around Facebook. As Ben puts it on camera, “your stuff keeps following me around Facebook, man, it keeps popping up” — and his reasoning was simple: if the targeting could find him, it could find his clients too. So he reached out.
What changed
What Ben says won him over was the opposite of the cookie-cutter pitch he’d heard everywhere else. He found it refreshing that the team didn’t have a pre-packaged program to push onto his gym — in his words, “you guys don’t actually have a model that you push, you simply market for our members and whatever program we’re offering at the time.” The campaign marketed BFitt’s own programs, especially the class membership side of the business, which is exactly where Ben wanted the growth.
Two and a half months after the first campaign launched, the numbers had, in Ben’s words, dramatically boosted — to the point where the bottleneck moved.
“The biggest problem I’ve got now is keeping up with all the sales. So I think we’ve gone up a little over 80 members in the last two months alone.”
— Ben Channon, BFitt
The results: 80+ members and $10,000+ a month, in two months
The headline figures, as stated in the filmed interview: a little over 80 new members in two months, paying $30–$35 per week on class memberships — pricing BFitt had just put up. Ben does the maths on camera: “we’ve added over $10,000 a month to the business in two months.” And the volume was still running hot — the week before filming, the calendar held 57 sales bookings.
Ben’s approved summary of the engagement:
“We’ve been consistently adding 40+ members per month — I recommend them to everyone.”
— Ben Channon, BFitt (approved client quote)
What the growth enabled
For Ben, the win wasn’t just revenue — it was getting his own time back. One of BFitt’s biggest growing pains had been systemizing everything, and the steady flow of new members gave him the financial freedom, and the confidence that the flow would continue, to finally step back from chasing members himself.
“If you guys keep running the marketing, it’s just going to keep working. I can step away from that aspect of the business and focus on the bits that I need to work on, which is the rest of the growth factor.”
— Ben Channon, BFitt
What’s next: “expanding the empire”
Ben’s plan for the next 12 months, as he describes it on camera: keep expanding — filling out any gaps in an already successful business model, then potentially franchising, doubling up with a second location, moving into the online space, or building out the allied health side of the business. The original goal was a seven-figure business; at filming, Ben says he thinks they’re already there — so the new goal is eight figures.
His advice to anyone watching was blunt:
“My only advice to people is to jump all in. Don’t just jump half in — don’t get someone to do some of your marketing, get someone like Riley to do all of your marketing properly. And then when they tell you how to sell and how to close the deals and how to take care of the leads, do that bit too.”
— Ben Channon, BFitt
Frequently asked questions
Are these results typical?
No — and anyone who guarantees a specific number is being loose with the truth. BFitt was already an established facility with nine full-time trainers and its own proven programs; the campaign’s job was to fill them, not invent them. Ben had also been burned by four or five marketers before this one. What his story shows is what happens when consistent lead flow meets a business that follows the sales process too — his own advice is to “jump all in” on both the marketing and the selling, because doing only half was where he used to go wrong.
Why is there so much demand for gym class memberships?
Most people know they should be training and aren’t. The World Health Organization’s physical activity fact sheet reports that 31% of adults worldwide do not meet the recommended levels of physical activity — at least 150 minutes of moderate-intensity activity per week. Structured, coached class formats exist to close that gap between intention and action — which is why a well-run class offer at $30–$35 a week, backed by consistent lead flow, could add 80+ members in two months.
What exactly did the campaign involve?
As described in the filmed interview: marketing BFitt’s own programs — especially its class memberships — rather than pushing a pre-packaged model onto the gym, plus coaching on how to sell, close and take care of the leads as volume grew. That no-cookie-cutter approach was the specific reason Ben chose the team (then operating as More Gym Members) after four or five poor fits elsewhere. It was marketing and sales systems work, not AI; LeadsNow’s AI sales agents came later.
Does LeadsNow still work with fitness businesses?
Yes. This campaign ran under LeadsNow’s fitness brand More Gym Members, before today’s AI sales agents existed. The same team now works with high-ticket coaching and fitness businesses under LeadsNow, with 1M+ leads generated and 50,769+ AI-booked sales appointments since 2017.
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