At a glance: Angus Fairbairn runs two online fitness coaching businesses — Boss Fitness and Barbells and Burgers — and has been in the game, physically and online, since 2011. Before working with Riley he’d paid other marketing “experts” $1K a month, $10K upfront, $12K upfront and $16K for a year, and was let down every time. On camera, his verdict is that Riley delivered on his results and his promises — and was the only one who genuinely cared about his goals.
His testimonial runs 105 seconds and contains no result numbers, so this is deliberately a short case study — every claim on this page comes straight from the video below.
What Angus states on camera
| Claim | His words |
|---|---|
| Who he is | “I run two online fitness coaching businesses being Barbells and Burgers and Boss Fitness” — in the game “both physically and online, since 2011” |
| What he paid others before | “Some that I’ve paid 1K a month for, some that I’ve paid 10K up front for, and 12K up front, and 16K for a year” — experts who “basically let me down” |
| What those agencies delivered | No leads, or leads “paying in between 20 to $50 a lead, which is absolutely ridiculous, especially if it’s just an email lead” |
| Why Riley was different | “He specializes only in working with… PTs” — where other marketing experts “try to be everything to everybody” |
| On delivery | “He’s delivered on his results and his promises” — and answers questions “in a prompt sort of manner” |
| His verdict | “He’s changed the game for me” — and he plans to keep working with Riley “for months, potentially years to come” |
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Watch Angus tell it himself
A note on the era: this testimonial was filmed in 2018, when the LeadsNow team worked with fitness businesses under its fitness brand, More Gym Members. It predates the AI sales agents LeadsNow runs today — what you see here is the team’s earlier work with fitness and coaching businesses, exactly as described on camera.
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The story, in Angus’s own words
Angus opens by putting his scar tissue on the table. Since 2011 he’d worked with “a whole heap of so-called fitness and marketing experts” who let him down across various areas — some at $1K a month, some at $10K upfront, one at $12K upfront, and one at $16K for a year. When those agencies did deliver leads at all, it was at $20–$50 per lead — “absolutely ridiculous”, in his words, “especially if it’s just an email lead”.
Finding Riley was, he admits, “rather random” — a Facebook encounter and a chat, after which his reaction was: “oh, wow, this guy’s actually legit.” What stood out to him was focus: Riley specialises in working with personal trainers, where the experts who’d burned him before “try to be everything to everybody”.
Then comes the line the whole testimonial hangs on:
“The only person who has actually given a shit about me and my goals has been Riley.”
— Angus Fairbairn, Boss Fitness & Barbells and Burgers
His closing assessment is as direct as the rest of it: Riley “delivered on his results and his promises”, communicates promptly when asked questions, and has “changed the game” for him — enough that he plans to keep working together “for months, potentially years to come”.
Why the only dollar figures here are what other agencies charged him
Angus’s testimonial is 105 seconds of direct-to-camera video, not a sit-down interview. He’s specific about what he paid the agencies that let him down, but he doesn’t state revenue, client numbers or a timeframe for his results with Riley — so neither do we. Given that his whole complaint was about experts who over-promise, padding his story with figures he never gave would be a strange way to honour it. If you want a longer, numbers-heavy client story, the full set — filmed and written — lives on the client stories hub, and if you run a coaching business like Angus does, the high-ticket coaching client acquisition guide covers how this works today.
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Frequently asked questions
Why doesn’t this case study include result numbers?
Because Angus doesn’t give any. His 105-second testimonial covers what he paid other agencies, why they let him down, and why Riley was different — but no revenue figures, client counts or timeframes for his own campaign. Rather than pad the page with detail he never gave, we’ve limited it to what he states on camera: other experts let him down at $1K/month to $16K/year price points, Riley specialised in PTs rather than trying to be everything to everybody, delivered on his results and promises, and communicated promptly.
Is $20–$50 for an email lead actually bad?
As a raw market price, it’s not unusual — WordStream’s search advertising benchmarks report (2021) found the average cost per lead across all industries was US$41.40, with Sports & Recreation averaging US$27.11. That’s general search-advertising data, not a claim about any LeadsNow campaign. Angus’s complaint was what he got for that money: “just an email lead” — a bare address, not a conversation with someone ready to talk about coaching. That gap between paying for contact details and paying for genuine sales conversations is exactly why he found the model he’d been sold “absolutely ridiculous”.
Was this result produced with LeadsNow’s AI system?
No. This is a 2018 testimonial from the era when the team worked with fitness businesses under LeadsNow’s fitness brand, More Gym Members, and it predates the AI sales agents LeadsNow runs today. The same team now works with high-ticket coaching and fitness businesses under LeadsNow, with 50,769+ AI-booked sales appointments since 2017 and 1M+ leads generated. You can see the full range of client results on the client stories hub.
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