Chris Mason
Personal Trainer

SITUATION

Chris Mason Performance operates private personal training gyms across Sheffield, Rotherham, and Doncaster, specialising in body transformation, fat loss, and strength training.

Despite a strong reputation and high-value service offering, CMP faced a familiar scaling problem: digital engagement was increasing, but insight and control were not.

• Lead volume varied across channels, with limited reporting and attribution

• Enquiries, chat interactions, bookings, and sales existed in disconnected systems

• Marketing analytics lacked end-to-end visibility, obscuring true acquisition costs and ROI

CMP engaged OpScaling to design an automation-led acquisition and attribution framework that could convert digital demand into measurable, repeatable results.

SOLUTION


OpScaling engineered a full-funnel automation and tracking architecture, using GoHighLevel as the integration gateway rather than the centrepiece—connecting marketing channels, automation logic, and reporting into a single operational flow.

Funnel & Event Orchestration

We designed and deployed a conversion-focused funnel tailored to fitness acquisition, with automated pathways for:

• Form submissions

• Live chat interactions

• Appointment scheduling

• Confirmed sales outcomes

All key events were standardised and synchronised across systems, enabling consistent tracking from first interaction through to revenue.

Automation & Workflow Layer

Rather than relying on manual CRM activity, we implemented automation-led workflows to:

• Capture and normalise lead data from all channels

• Progress leads through defined lifecycle stages

• Trigger behaviour-based follow-ups and reminders

• Synchronise chat, booking, and sales outcomes automatically

This removed operational friction while improving response speed and consistency.

AI-Assisted Lead Handling

Light AI logic was introduced to support lead prioritisation and workflow decisioning—helping CMP focus attention on higher-intent prospects without replacing human interaction.

Audience & Retargeting Activation

Automation-driven audience creation enabled advanced retargeting based on real engagement signals, including:

• Website interaction

• Chat engagement

• Partial form completion

• Booking intent

This allowed progressive ad sequencing—matching messaging to funnel position and reducing wasted spend.

Reporting & Attribution Framework

Custom reporting views and automated dashboards provided CMP with:

• Channel-level attribution (paid, organic, retargeting)

• Funnel comparison across forms, chat, and bookings

• Visibility from enquiry through to closed sale

• Automated weekly and monthly performance 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

The automation-first implementation delivered measurable gains across acquisition, attribution, and operations.

Marketing & Growth Outcomes

• Accurate end-to-end attribution replaced last-click assumptions

• Behaviour-based retargeting improved relevance and conversion efficiency

• Clear funnel visibility enabled data-led budget optimisation
  

Operational Efficiency

• Automated lead handling reduced manual intervention and lead leakage

• Workflow alignment improved the transition from enquiry to appointment

• Faster response times increased conversion velocity
  

Strategic Clarity

• Unified reporting delivered confidence in scaling high-performing channels

• Performance insights supported sustainable, repeatable growth decisions
  

Summary

By treating GoHighLevel as an integration gateway —and layering automation, AI-assisted logic, and attribution on top, OpScaling delivered a connected, scalable acquisition system for Chris Mason Performance.

The result was not just more leads, but clearer insight, faster execution, and reliable revenue attribution—giving CMP the operational confidence to scale.