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Case Study

How a Fitness Team Aligned Their Teams Through Automation and Integration

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Fitness Case Study - Banner

67
K

Contacts Cleaned

80
k

Estimated 80k+ in Savings

3

Key Systems Integrated
NO MORE BLIND SPOTS
Streamlined Member Journeys, Integrated Systems, and Big Savings with a HubSpot Overhaul
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The Client 

The client is a nationally recognized fitness brand with thousands of employees and a fast-growing footprint across the United States. Known for offering affordable memberships and premium facilities, they serve a broad audience ranging from first-time gym-goers to seasoned fitness enthusiasts. Their recent expansion, driven by organic growth and strategic acquisitions, has accelerated the need for scalable, integrated systems to support marketing, sales, and operational teams across multiple locations.

The Challenges:

  • Disjointed tech ecosystem: Multiple departments relied on fragmented tools (GymSales, Haymarket, proprietary systems), leading to inconsistent customer experiences.
  • Unintegrated systems and poor data hygiene: Disparate platforms like ABC Financial, Amperity, and GymSales weren’t connected, causing duplicate records and unreliable data.
  • Lack of lifecycle visibility: Marketing, sales, and fitness teams operated in silos without a shared view of the member journey.
  • Legacy HubSpot issues: The platform was cluttered with redundant workflows, outdated custom objects, and conflicting properties, reducing operational efficiency.
  • Inefficient contact management: Over 674,000 marketing contacts were unoptimized, driving up costs and hampering segmentation.
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    Limited Control

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Fitness Case Study - Problem

The Solution:

  • Unified system architecture: Rebuilt the data model, eliminating broken associations and aligning it to support scalable growth.
  • Seamless integrations: Designed and mapped data flows between HubSpot, Amperity (CDP), and Middle.app to enable automated, real-time updates across platforms.
  • Centralized marketing content: Compiled all email and SMS assets into a single, searchable deck linked directly to associated workflows for easier management.
  • Streamlined automation: Audited and cleaned up existing workflows and custom properties, removing redundancies and adding structure for better performance.
  • Standardized member journeys: Visualized six core member workflows in Lucidcharts including Welcome Workouts and Starter Sessions—to ensure operational alignment across teams.
Fitness Case Study - Solution

The Outcome

The organization now operates with a streamlined CRM environment and a strategic roadmap for scalable growth. Key system integrations support real-time data flow, enhancing operational efficiency and accuracy.

Contact cleanup efforts flagged over 674,000 records for review, potentially saving up to $80,000 in marketing costs. With clearly defined and visualized customer journeys, teams across departments now work from a shared understanding of lifecycle stages and automation strategies.

80k+
80k+ in Savings
Cleaned up marketing contacts and optimized processes creating thousands in savings.
6
6 Core Member Journeys
6 core member journeys visualized and streamlined for consistency across departments.
3
3 Key Integrations Mapped
3 key systems integrations mapped (Amperity, GymSales, Middle.app).
67K
67k Marketing Contacts Flagged for Review
674,060 marketing contacts flagged for review and cleanup resulting in large savings.

The Tech Stack

Former Tech Stack

Fitness - Tech Stack (1) Fitness - Tech Stack 2 (1)

New Tech Stack

HubSpot_Logo.svg Fitness - Case Study Fitness - Tech Stack




About Aptitude 8

Implement. Integrate. Optimize.

Aptitude 8 is a technical consulting firm that helps companies make their business process, and the tools they use to deliver it, a competitive advantage. In today's business environment, the experience your customers have when buying from you is just as important as what you're selling. We build it better.

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