Chris Mason
Personal Trainer

SITUATION

Chris Mason Performance (CMP) is a results-driven personal training business operating private gyms across South Yorkshire—including Sheffield, Rotherham and Doncaster—focused on delivering body transformation, fat loss and strength goals for a wide range of clients. Chris Mason

Despite a strong brand reputation and high-value service offering, CMP faced challenges common in fitness service acquisition:

• Lead volume was inconsistent and poorly attributed across channels, making it difficult to compare performance between paid search, social, and organic sources.

• CRM limitations meant enquiries, live chats, appointments and closed sales were disjointed, inhibiting reporting and optimisation.

• Marketing analytics lacked unified views of traffic sources, engagement, and downstream conversions, so CMP could not accurately measure true customer acquisition cost or campaign ROI.

CMP engaged OpScaling to build an integrated digital marketing and lead management infrastructure that would turn digital engagement into attributable, scalable results.

SOLUTION

OpScaling implemented a full-funnel digital acquisition & CRM optimisation strategy anchored by Go High Level (GHL) to automate, track, nurture, and report on every stage from initial interest to converted sale.

Funnel & Conversion Tracking Integration

• Designed and deployed a site funnel tailored for fitness lead generation, with pathways for:

  • Form submissions

  • Live chat interactions

  • Appointment scheduling

  • Sales conversions (closed business)

• Established conversion tracking in GHL and connected it to CMP’s paid channels (Google Ads and retargeting platforms), ensuring every meaningful action was measurable.

CRM Workflow & Automation

• Built automated lead management workflows inside Go High Level that:

  • Captured lead data from multiple sources

  • Routed leads to the appropriate lifecycle stage

  • Triggered customised follow-ups based on user behaviour

  • Live chat responses, appointment bookings and sales outcomes were synchronised to the CRM, reducing manual processing and improving response times.

  • Lead Capture Automation: Implemented automated systems to capture leads from various touchpoints, such as the company's website, social media platforms, and email campaigns. These leads were then fed into the CRM, allowing for real-time tracking and analysis.

  • Follow-Up Sequences: Created automated follow-up sequences to engage with leads at specific intervals, ensuring timely and personalised communication. This approach reduced the need for manual follow-up and helped maintain a consistent brand message.

  • Lead Qualification and Assignment: Developed workflows to qualify leads based on predefined criteria, such as engagement level and demographics. Qualified leads were then automatically assigned to the most suitable sales team members, improving the efficiency of the sales process.

  • Lead Scoring: Introduced a lead scoring system to prioritise sales efforts. Leads were scored based on their behaviour, such as website visits, email interactions, and other engagement metrics. This scoring system helped the sales team focus on high-potential leads.

Audience & Retargeting Activation

• Created retargeting audiences in Google Ads and social platforms based on interaction signals:

  • Website visitors

  • Chat engagement

  • Partially completed forms

  • Appointment scheduling behaviour

• Enabled progressive sequencing—showing tailored creative to users depending on how far they progressed through the funnel.

Reporting & Performance Visibility

• Designed custom views and filters within GHL and dashboards that allowed CMP to:

  • Segment by traffic source (organic, paid search, social)

  • Compare conversion paths for form leads versus live chat

  • Measure pipeline progression from enquiry to closed sale

  • Set up automated reporting cycles for week-over-week and month-over-month insights.

IMPACT
The implementation of a fully integrated funnel and CRM automation system delivered measurable improvements across acquisition, attribution, and operational efficiency.

Marketing & Acquisition Improvements

• Enhanced tracking across end-to-end customer journey, allowing CMP to attribute conversions back to the source channel accurately—no longer relying solely on broad or last-click metrics.

• Retargeting audiences activated based on user behaviours such as site visits and chat engagement improved ad relevance and helped reduce wasted spend.

• Clear visibility into conversion funnels enabled data-driven budget allocation and optimisation decisions across Google Ads and social campaigns.

Operational & CRM Benefits

• Automated lead capture and management reduced manual intervention, decreased lead leakage, and ensured timely follow-ups across all enquiry channels.

• Custom workflows aligned marketing and sales stages, creating a smoother transition from first touch to appointment and eventual sale.

• Filtered reporting views equipped CMP with actionable insights, empowering better strategic decisions on growth and scaling.

IMPACT
By syncing CMP’s funnel, automation, tracking, and reporting into a unified system via Go High Level, OpScaling delivered:

1. Reliable revenue attribution: CMP could now measure true marketing ROI.

2. Audience optimisation: Smart retargeting reduced acquisition inefficiency and increased conversions from engaged users.

3. Operational efficiency: Marketing and sales teams gained automation-assisted workflows that improved responsiveness and increased conversion velocity.

4. Strategic clarity: Custom analytics and filtered views empowered CMP to scale high-performing channels with confidence.