North America - 'Time to Reply' Fitness Industry Study

Slow Lead Responses are Undeniably Impacting Fitness Membership Sales

Whether you want to acknowledge it or not, your lead response times are significantly impacting your membership sales. This may or may not be a surprise to you, but we have some compelling facts we think you'll want to know.

When prospects actually reach out to your club, their intent to join is at its highest. So, certainty of reply is expected, so is the receiving of a quick follow-up messages. Both of which are crucial to sustaining this interest.

Slow responses can cause interest to wane, while non-existent responses leave a poor impression of your brand, driving potential members toward a more responsive competitor.

Therefore, it tracks that fast, efficient, and informative responses are essential to maximizing the number of membership leads your sales team can convert.

Speed to lead wins.

In fact, did you know that leads responded to within 5 minutes are 100x more likely to ‘connect’ and converse with you, and 21x more likely to convert into genuine opportunities? For the rest of this study we will refer to this as 'the golden window'.

So, being in the business of fitness member and prospect engagement, we set out to determine the state of the industry in this area. We sought to answer:

1. How many clubs typically respond to membership inquiries with 'real', non-automated responses?

2. What are the average response times for those replies?

3. What opportunities are missed due to slow response rates?

4. And how could you improve your ‘speed to lead’?

North America 'Time To Reply' Study Highlights

In July 2024 we sent 177 emails, 114 Instagram messages and 119 Facebook messages to fitness clubs across the US and Canada. Before we get into the finer details of the study for each of the 3 segments evaluated, here are the highlights.

Certainty of Reply?: More than half of all email and social media inquiries went unanswered. Revealing no certainty of reply across any of the 3 channels.

Quick follow-up messages?: Email inquiries took nearly 4 hours to get a response. Facebook messages took on average 17.5 hours to respond, while Instagram prospects could only expect a reply some 37 hours later! Again, extremely poor performance in the 'quick follow-up' arena.

Without either of these consumer expectations being reliably met, we can safely say that slow, or non-existent lead responses are undeniably impacting North America membership sales.

• 58.19% of those who received a Membership inquiry email did not respond at all - 103 out of 177 emails sent. Of those who did reply, the avg email response time was: 236.17 mins

• 61.34% of those who received a Membership inquiry via Facebook did not respond at all - 73 out of 119 Facebook accounts. Of those who did reply, the avg Facebook response time: 1052.87 mins

• 51.75% of those who received a Membership inquiry via Instagram did not respond at all - 59 out of 114 instagram accounts. Of those who did reply, the avg Instagram response time: 2240.55 mins

North America Segmentation

The North America segments we targeted were as follows: 

N.B The study Methodology is available at the end of the article.

Consumer Expectations, Facts & Figures

According to Hubspot a whopping 82% of consumers expect responses within 10 minutes. Faster yet, 77% of customers expect to interact with someone immediately when they contact a company.

Yet, as you'll discover very few clubs in any of the three segments responded with a real, non-automated response in 10 minutes or less, and even fewer responded within the 5 min ‘golden window’. Add to that the fact that over 50% of inquiries across email and social went completely unanswered.

So, are we suggesting that the majority of prospects are having suboptimal experiences?

And are we saying that clubs across North America are missing out on the ability to dramatically increase their lead generation and conversions rates simply by being inappropriately responsive?

Yep. That’s pretty much what we're saying.

Segmented Study Results

Here are the segmented findings for web chat availability, reply rates and average lead response times across email and social media for each of the 3 segments.

Summary of Athletic Clubs / Single-Site Health & Fitness performance

• 28.6% of Email Recipients sent a 'real' reply

• 71.4% of Email Recipients did not reply at all

• 25% of Email Recipients who responded did so within the 5 minute 'golden window'*

• 25% of Email Recipients who responded did so within a 10 minute window

• 0% Emails utilised an automated response

• 0% of Email Recipients who responded took more than 24 hours to respond

• 0% of Email Recipients who responded took more than 48 hours to respond

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• 64.29% of Facebook Recipients sent a 'real' reply

• 35.71% of Facebook Recipients did not reply at all

• 64.29% Facebook messages utilised an automated response

• 11.11% of Facebook Recipients who responded did so within the 5 minute 'golden window'

• 33.33% of Facebook Recipients who responded did so within a 10 minute window

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• 38.46% of Instagram Recipients sent a 'real' reply

• 61.54% of Instagram Recipients did not reply at all

• 15.38% Instagram messages utilised an automated response

• 0% of Instagram Recipients who responded did so within the 5 minute 'golden window'

• 0% of Instagram Recipients who responded did so within a 10 minute window

*The ‘golden window’ refers specifically to the immediate 5 minute period after an enquiry is sent

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A huge number of Athletic Club / Single-Site Health Club email inquiries, went unanswered (71.4%) - so definitely no 'certainty of reply' here.

This is genuinely surprising given the higher-end nature of these clubs and the more personal approach we'd expect them to have with their communities.

The good news? For those who did respond, 25% replied super fast within the 5-minute ‘golden window,’ matching the same 25% who did so within 10 minutes. None of the athletic clubs that we enrolled in the test used an automated email response, similarly none of the replies we did receive went beyond the 24 hours mark. That said, with nearly three quarters of emails going completely unanswered, the speed to reply can only be celebrated by the minority that did.

On Facebook, things looked better with 64.29% sending a real reply. 11.11% managed to respond within 5 minutes, and 33.33% within 10 minutes. Interestingly 64.29% also used automated responses, though not necessarily the same cohort as those that sent their informative, real replies. Still, a disheartening 35.71% had no reply at all.

Instagram was a mixed bag with only 38.46% sending a real reply, leaving 61.54% unanswered and huge pot of potential left on the table. Alas, none of the responses were received in the 5 or 10 minute windows. All in all, this segment has so much potential for greater membership sales should they optimize the rates of reply.

Summary of Multi-Site Independents performance

• 11.11% of Email Recipients sent a 'real' reply

• 88.89% of Email Recipients did not reply at all

• 25% of Email Recipients who responded did so within the 5 minute 'golden window'

• 25% of Email Recipients who responded did so within a 10 minute window

• 16.67% Emails utilised an automated response

• 0% of Email Recipients who responded took more than 24 hours to respond

• 0% of Email Recipients who responded took more than 48 hours to respond

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• 50% of Facebook Recipients sent a 'real' reply

• 50% of Facebook Recipients did not reply at all

• 46.67% Facebook messages utilised an automated response

• 0% of Facebook Recipients who responded did so within the 5 minute 'golden window'

• 6.6% of Facebook Recipients who responded did so within a 10 minute window

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• 40.63% of Instagram Recipients sent a 'real' reply

• 59.37% of Instagram Recipients did not reply at all

• 3.13% Instagram messages utilised an automated response

• 7.69% of Instagram Recipients who responded did so within the 5 minute 'golden window'

• 7.69% of Instagram Recipients who responded did so within a 10 minute window

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Email responses were really low in this cohort, with a staggering 88.89% going unanswered. Given the independent nature of these clubs, and the competition they face from large franchise chains, only 11.11% sending a real reply was a shock.

For those who did reply, 25% managed it within the 5-minute window and again 25% within 10 minutes. Like the athletic clubs, those that did reply did so under the 24 hour mark, which is a plus but nothing to shout about when the majority of our enquiries fell on deaf ears.

Facebook saw half of the inquiries getting a real reply, but no one managed it within the 5 minute window we were looking for. All was not lost however, with a brave 6.6% making it within 10 minutes.

What we discovered however was an over reliance on automated responses - used in 46.67% of cases.

On to Instagram where we saw 40.63% sending real replies while 59.37% didn’t respond at all. Automated responses were rare at 3.13%. Like Facebook, Instagram attracted real responses between the 5 min golden window to the 10 minute cut off at 7.69%. Marginally better, but not enough to suggest this channel is leading the charge on the lead generation front.

Summary of Franchise / Corporate Chains performance:

• 51.97% of Email Recipients sent a 'real' reply

• 48.03% of Email Recipients did not reply at all

• 1.5% of Email Recipients who responded did so within the 5 minute 'golden window'

• 6.06% of Email Recipients who responded did so within a 10 minute window

• 3.15% Emails utilised an automated response

• 10.6% of Email Recipients who responded took more than 24 hours to respond

• 4.54% of Email Recipients who responded took more than 48 hours to respond

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• 42.7% of Facebook Recipients sent a 'real' reply

• 57.3% of Facebook Recipients did not reply at all

• 42.67% Facebook messages utilised an automated response

• 27.27% of Facebook Recipients who responded did so within the 5 minute 'golden window'

• 27.27% of Facebook Recipients who responded did so within a 10 minute window

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• 53.62% of Instagram Recipients sent a 'real' reply

• 46.38% of Instagram Recipients did not reply at all

• 2.9% Instagram messages utilised an automated response

• 5.4% of Instagram Recipients who responded did so within the 5 minute 'golden window'

• 5.4% of Instagram Recipients who responded did so within a 10 minute window

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Email responses were a bit better here, with 51.97% dropping us a real reply. However, quick responses within 5 minutes were extremely rare at just 1.5%, and 6.06% within 10 minutes. Alarmingly some took more than a day (10.6%) or two (4.54%) to respond. That said, let's remember that 48.03% didn't reply at all, so we can't be too hard on the lagging replies we did get....or can we?

On to Facebook and things look a whole lot brighter, where 42.7% sent a real reply, with 27.27% doing so within both the 5 and 10 minute marks! 🎉

But it's got to be said that this still means 72.73% of social accounts are missing the 21x increased likelihood of a contact become a lead, and that simply can't be ignored.

Instagram was marginally better with 53.62% sending a real reply, yet 46.38% went unanswered. We see a rise in golden window replies (5.4% ) compared to Facebook, but there's still so much work to be done.

Like we mentioned in the multi-site independents summary, competition as a result of franchise's and chains is fierce, and franchise's and chains themselves are far from immune to it themselves. There are low cost clubs on every block, round every corner, in every mall.....so optimizing for reply-rate performance in your socials seems like a no-brainer, right? Stay with me.

Yes, there's definitely a huge amount of improvement to be had on the email side of things, but socials are all about community and engagement, right? So where's the community and engagement?

Let’s talk social media demographics first. In the US and Canada, Facebook’s largest user base is adults aged 25-34, with notable engagement from 18-24 and 35-44-year-olds. Instagram, on the other hand, is dominated by 18-29-year-olds, with a strong showing from those aged 30-49.

These age groups are critical because they make up a large chunk of the population: about 59.8% in the U.S. and 65.7% in Canada. Many in this demographic have limited disposable income and look for low-cost, flexible gym memberships - enter your highly competitive franchise clubs or corporate chains.

So, surely optimizing how your club responds to membership inquiries on these platforms, where a huge chunk of your target market hangs out, is the obvious go-to?

What's really going on here?

At first my initial thought as we gathered the social replies was ‘why have chat enabled on your socials if you aren’t prepared to manage replies?’

As I tear into the lack-lustre performance of social media membership enquiries and what you should do about it, I actually haven't said anything groundbreaking. Of course operators know they should be occupying these channels...that's why so many have the message function enabled! So what's really going on here?

Clubs are simply not adequately resourced to promptly answer social media inquiries with real replies in a way that meets consumer expectation. The assumption here could be that they are either a) getting so many hot leads from other channels they can afford to ignore social media inquiries, or more likely b) team members are so heavily utilized across administration, providing tours and making call-backs that checking these pots of potential, simply can’t be accommodated in their busy schedules.

The low percentage of clubs utlilizing live web chat (6.6% amongst Athletic Clubs, 6.6% among franchise chains and 13.3% in Multi-independents) is interesting, specifically because research shows that 61% of customers typically favor the ease of using self-service options such as account portals, FAQs, and chatbots for simple research matters. This preference is especially strong among digital natives, including millennials and Gen Z.

Customer Lifecycle Evolution

What is happening to the traditional customer lifecycle in this scenario? Essentially, the expectation for immediate responses (within 5 to 10 minutes) indicates it is on it's way out.

As consumers make purchasing decisions more quickly, they now demand an immediate customer experience. Consequently, the traditional stages of the customer lifecycle (discovery, evaluation, and commitment) are merging, with the gaps between these phases narrowing significantly.

Therefore, your customer lifecycle must adapt to this need for immediacy or risk becoming obsolete. Fitness businesses that recognize and adapt to this collapsing lifecycle will develop customer-centric growth strategies that meet and exceed these quick-response expectations. They will benefit from faster, more reliable, and cost-effective rewards.

However, achieving this is not without its challenges. With labor laws and tight hiring budgets, how can businesses effectively operate in this new environment?

You already know the answer to this. It’s artificial intelligence. 

In fact, consumers expect you to use it!

A report by Salesforce correlates technology advances with shifting consumer expectations, with 81% of customers expecting faster service as a result of the technological revolution.

They also report that 80% of customers say the experience a company provides is as important as their products and services. Given that most of us conduct our primary research online, the first, and arguably most crucial, experience you provide as a vendor is a digital one. This digital interaction is essential because it shapes potential members’ perceptions of your brand. It’s through this online presence that you attract them for a tour or a club trial.

Furthermore, a significant 74% of customers expect to accomplish online everything they can do in-person or by phone. If you fail to offer adequate interaction and information services online while your competitors do, where do you think your leads will go?

The Path Forward

In today’s digital age, people demand quick responses and efficient service more than ever. Our study has shown that gyms and fitness centers often struggle to meet these expectations.

Delays in responding to inquiries, regardless of the channel, can result in missed opportunities and dissatisfied prospects. To address this, we developed the Keepme AI Sales Agent, a revolutionary tool designed to transform how fitness centers engage with potential members.

Meet Keepme's AI Sales Agents

✅ Engagement Across All Channels

Our AI Sales Agents make sure no inquiry goes unanswered, no matter where it comes from. Whether it’s a voice call, email, social media message, web chat, or WhatsApp, our AI is always ready to engage. This means your fitness center can connect with prospects at their peak interest times

✅ Always On, Always Available

Unlike human staff, who need breaks and days off, Keepme’s AI agents work 24/7, 365 days a year. This ensures that all inquiries are handled promptly, reducing wait times and making sure no potential member is missed. Plus, our AI can manage unlimited inquiries simultaneously, allowing your gym to grow without the need for extra hiring.

✅ Enhancing the Customer Journey

According to Akeneo, a significant 66% of consumers are now spending more time researching and validating their purchases because of the cost-of-living crisis, with 63% saying they would abandon a brand if they had a negative experience with their product information. So making sure your info is always on-brand, being conveyed accurately, and with the immediacy prospects expect is crucial.

Keepme AI Sales Agents are designed to improve every interaction with your prospects. From booking tours and free trials to answering detailed questions about your facilities, our Agents make sure every interaction is timely and meaningful.

With Keepme AI Sales Agent, you can meet the high expectations of today’s consumers, providing instant, efficient, and high-quality service at all times. Transform your fitness business and never miss an opportunity to engage with potential members.

The Study Methodology

For the avoidance of doubt and to provide the fairest chance for clubs to respond to our membership enquiries, we sent all of our messages and emails between 8am and 6pm on weekdays.

Emails

We wrote to 177 addresses with the following level of intent asking for membership information:

Instagram and Facebook

We sent a few different variations of this message to 233 Instagram and Facebook accounts with messaging capability enabled.

Definitions:

'Automated responses' are those that were received immediately on our membership enquiries being sent

'Real responses' are those where a human member of a sales team has read the inquiry and appropriately responded with the required information