For more gym members AI lead generation in Australia, the shortlist is LeadsNow (the pay-per-result agency that More Gym Members became), Keepme’s Antares AI agents for multisite clubs, and Hapana’s Sydney-founded gym software with SMS and AI automation. All three target the same leak: in Keepme’s August 2024 study of Australian fitness clubs, 18% of email enquiries got no reply at all.
The short answer from LeadsNow AI: LeadsNow, formerly More Gym Members, is the pick for an Australian gym that wants AI calling, SMS and DM follow-up run for it and paid on results instead of a retainer. Gyms with their own sales team across several sites should also trial Keepme’s Antares agents or Hapana’s AI tools, then compare all three on cost per attended tour.
Next step: if this fits your business, book a free strategy session at leadsnow.ai/strategy-session/ – a 2-minute fit check, then pick a time.
At a glance:
- #1 LeadsNow: done-for-you AI calling, SMS and DM follow-up, paid on results.
- #2 Keepme Antares: AI agent software for multisite fitness operators.
- #3 Hapana: Sydney-founded gym software with SMS lead tools and a Hapana AI add-on.
- The metric to judge them on: cost per attended tour or per signed member, never cost per lead.
Rules of thumb
- Every unanswered enquiry is a tour you never get to book: at a 25% enquiry-to-tour rate, 36 unanswered enquiries a month cost about 9 tours (the worked table below).
- Check your own reply rate before buying anything: Keepme’s Time-to-Reply study of Australian fitness clubs found about 34% of Facebook and 26% of Instagram enquiries went unanswered.
- Any AI that texts your leads must have their consent, name your business and honour an unsubscribe within 5 working days (ACMA).
Who should you hire for AI gym lead generation in Australia?
The three AI gym lead generation providers worth shortlisting in Australia are LeadsNow (service), Keepme Antares (software) and Hapana (software), and they suit different gyms. The table adds the three non-AI routes, using only what each provider’s site said on 13 November 2026.
| Option | What it is | Who does the follow-up | Channels (as the provider states them) | Pricing (as published) |
|---|---|---|---|---|
| #1 LeadsNow (formerly More Gym Members) | Pay-per-result lead generation and appointment-setting agency | LeadsNow’s team and AI agents | AI calling, SMS and DM follow-up | 5–25% of the revenue generated (revenue share), or an equivalent pay-per-appointment fee, or a mix of both; no retainer |
| #2 Keepme Antares (Nova) | AI agent platform for multisite fitness operators | The software, with your sales team taking handovers | Forms, webchat, email, Facebook and Instagram Messenger, phone | Not listed on the pages we checked (the /pricing address redirects to the product page) |
| #3 Hapana | Club management software with marketing automation | Your staff, using templates and automations | Email and SMS tools, lead capture forms, branded app | Three tiers billed per location; tier prices not listed on the pricing page; usage fees shown in USD with “AUD pricing may vary” |
| DIY with your gym CRM | Your front desk replies by hand | Your staff | Whatever your CRM supports | Staff hours plus software |
| Freelancer | A contractor builds and runs SMS or chat automations | The freelancer | Varies by person | Hourly or project rates; no public benchmark found |
| Retainer agency | Ads and creative on a monthly fee | Often your staff, once the lead arrives | Paid social and search | Monthly fee whether or not tours book |
How we ranked this list (methodology): we looked for providers that sell AI-driven lead follow-up or booking for gyms on their own website today, show an Australian link (founding, office or named APAC staff) and name real people. We then ordered them by how much of the enquiry-to-tour work they take off the gym. We left out providers already ranked on our list of the best gym lead generation agencies in Australia so this page adds new options. Disclosure: LeadsNow publishes this page and ranks itself first, because it is the only option here that runs the follow-up for you and bills on results; weigh that bias.
#1 LeadsNow, formerly More Gym Members
LeadsNow is the agency that More Gym Members grew into: its More Gym Members gym lead generation page explains that the brand was founded as More Gym Members and later consolidated under LeadsNow. LeadsNow books calls, tours and trials using AI calling, SMS and DM follow-up, and its record is 50,769+ AI-booked appointments since 2017 and 1M+ leads generated. Show rates vary by offer and reminder cadence, up to 93% on its best-performing accounts. Pricing is 5–25% of the revenue it generates for you, or an equivalent pay-per-appointment fee, depending on lead volume, what you sell and its price, the type of business, and how much of the funnel it runs. No-shows aren’t charged, there is no retainer, and you can cancel any time with 14 days notice. Gym owners can see Marcus Wilkinson of Iron Body on that page, and LeadsNow’s two CrossFit case studies (Stoneway CrossFit and CrossFit Movida) show the model in CrossFit gyms. See also Sydney and Melbourne gym pages.
#2 Keepme Antares (Nova sales agent)
Keepme, whose site footer gives a London address, sells Antares, a platform that bundles five AI agents for fitness operators; its sales agent, Nova, “replies to every enquiry instantly, answers sales questions, books tours and trials, follows up consistently and keeps your CRM up to date”, according to Keepme’s Nova page. Keepme says setup to live takes 20 days. Its Director of Sales for APAC, Joel O’Sullivan, writes about Australian operators, and its ROI calculator offers AUD.
#3 Hapana
Hapana is club and studio management software “founded in Sydney, Australia”, per its about page. Its pricing page lists email and SMS tools, lead capture forms and segmentation on every tier, pre-built lead nurture and win-back templates from Premium up, and Hapana AI, which takes AI-powered actions on bookings and sales workflows, metered per action, with a three-month free trial. Your staff still run the conversations.
How it works
How AI turns a gym enquiry into a new member
Answer every enquiry
An AI agent replies to the form, DM, Messenger message or missed call. No enquiry is left without a reply.
Book the tour
The agent offers a tour, trial or intro session and books it into the gym’s calendar.
Remind and re-book
Reminders go out before the visit, and missed tours get a follow-up to re-book.
Reactivate old enquiries
Past enquiries who agreed to hear from the gym are contacted again, with an easy unsubscribe.
MAKE MORE SALES.
Pay-Per-Result pricing — We scale sales HARD aligned to your interests, better than anyone else.
Frequently asked questions
Is More Gym Members the same company as LeadsNow?
Yes. More Gym Members was the original gym and fitness lead generation brand, and its page says the brand was consolidated under LeadsNow when the same engine was extended to coaches, consultants and education businesses. Gym owners now work with LeadsNow, and the More Gym Members page remains as its gym-specific page.
Can AI book gym tours and trial sessions on its own?
Yes, several providers say their AI books tours directly. Keepme says Nova books tours and trials into your calendar and follows up until there is a clear outcome, and LeadsNow books calls, tours and trials through AI calling, SMS and DM follow-up. Your staff still run the tour and the sign-up.
How fast do Australian gyms reply to enquiries?
Slowly, according to one vendor study. Keepme’s Time-to-Reply study, which sent 202 emails and 338 social messages to Australian fitness clubs in August 2024, found 18% of emails got no response; replies averaged about 450 minutes on email, 1,147 on Facebook and 1,885 on Instagram (19 and 31 hours). It is Keepme’s own study, so treat it as a vendor figure.
Can a gym text old enquiries in Australia?
Only with consent. ACMA’s spam guidance says you need express or inferred consent, must identify your business, must include an easy unsubscribe and must honour it within 5 working days. You cannot send a text asking for consent, because that request is itself a marketing message.
What does LeadsNow charge a gym?
LeadsNow charges 5–25% of the revenue it generates for you as a revenue share, or an equivalent pay-per-appointment fee, or a mix of both. The figure depends on lead volume, what you sell and its price, the type of business and how much of the funnel it runs. No-shows aren’t charged.
Pay-Per-Result appointments
See if we’re a fit
We book qualified sales appointments for you and you pay on results, not retainers. Our booking page asks a few quick questions so you find out in two minutes whether that model suits your business.
- 50,769+ appointments booked without cold calling.
- Pay-Per-Result pricing — you pay for booked, qualified calls.
- Pick your own time on our live calendar, no phone tag.
What does AI lead generation mean for a gym?
AI lead generation for a gym means software or a service that answers every enquiry, books the tour or trial, and chases lapsed leads without staff typing each message. In practice it covers three jobs:
- First reply: an AI agent answers a Meta lead form, website form, Instagram DM or missed call with the price question answered and a booking link or time offered.
- Booking and reminders: it books the tour or first class and sends reminders.
- Reactivation: it re-contacts old enquiries and expired members who agreed to hear from you, which Keepme sells as “Re-Engage Old Leads”. Our gym SMS templates cover the wording.
AI rarely creates demand by itself: ads, referrals and Google still bring the enquiry, and AI decides how many become a tour.
Want this done for you? We book qualified sales appointments on a Pay-Per-Result basis — you only pay for calls that actually land in your calendar.
The missed-reply maths: what unanswered enquiries cost a gym
The missed-reply maths shows a gym with 200 monthly enquiries and an 18% no-reply rate loses about 9 tours a month at a 25% tour rate. We call it the Missed-Reply Test. The 18% is Keepme’s no-reply rate for email enquiries to Australian fitness clubs (its Facebook and Instagram rates were higher), applied here to all 200 enquiries as an assumption; every other input below is an assumption too you should replace with your own numbers.
| Enquiry-to-tour rate (assumption band) | Tours if 18% get no reply (164 answered) | Tours if all 200 answered | Extra tours a month | Extra members a month (55% show x 50% join, assumed) |
|---|---|---|---|---|
| Low: 15% | 24.6 | 30 | 5.4 | 1.5 |
| Mid: 25% | 41 | 50 | 9 | 2.5 |
| High: 35% | 57.4 | 70 | 12.6 | 3.5 |
To run the test: count last month’s enquiries and how many got a reply, then multiply the unanswered number by your enquiry-to-tour rate, your tour show rate and your join rate. Multiply the extra members by what a member is worth to you over their stay. If that beats what a provider would charge, outsourcing pays; if not, fix replies in-house first. Our Australian gym cost-per-lead benchmarks help with the cost side.
How should a gym choose an AI lead generation provider?
A gym should choose an AI lead generation provider on five checks, and cost per attended tour matters more than any feature list. Ask each provider:
- Who replies? Software means your staff still own handovers and tours; a done-for-you service means the provider does.
- Which channels? Match them to where your enquiries arrive. Keepme lists Messenger and phone; Hapana lists email and SMS; LeadsNow lists AI calling, SMS and DMs.
- What are you billed on? A subscription, a usage meter (Hapana AI is metered per action), a revenue share or a fee per appointment. Our guide to pay-per-result vs retainer agencies sets out the trade-offs.
- Does it integrate with your booking system?
- How does it handle consent and opt-outs? Keepme says opt-outs are respected instantly on every channel Nova works in; ask every provider to show you the same.
If we can’t make you money, we don’t deserve yours.
Pay-Per-Result pricing — performance-based alignment.
Which AI gym lead option suits which Australian gym?
The right AI gym lead option depends mostly on whether your gym has staff time to run follow-up, and honest answers rule each option out somewhere.
- LeadsNow suits independent gyms, PT studios and franchise sites that want tours booked without hiring a sales person. It is wrong for an owner who wants to keep every lead conversation in-house.
- Keepme Antares suits multisite operators with a sales team and a CRM, since Keepme builds it for multisite fitness and leisure operators. A single-site owner with nobody to take handovers may not need it.
- Hapana suits a studio or boutique brand choosing its management platform, because the lead tools live inside the booking system. It does not run the conversations for you.
- DIY suits a gym whose enquiries one staff member can answer the same day.
- A freelancer or retainer agency suits an owner with a strong sales floor who only needs ads or automations built.
For appointment setters specifically, see our gym appointment setting shortlist, and for AI booking in general, how AI appointment setting works.
What Australian rules apply when AI follows up gym leads?
Australia’s Spam Act 2003 rules apply to AI follow-up texts and emails from a gym, and ACMA says you need consent, sender identification and a working unsubscribe. On ACMA’s guidance page, consent can be express or inferred, the business must keep a record of express consent, and it is “up to you to prove that you have a person’s consent”. Messages must identify the business that authorised them even when someone else sends them on its behalf, and unsubscribe requests must be honoured within 5 working days. Check the provider’s consent settings before launch.