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Scaling a premium fitness brand: Function Well’s CRM & Marketing automation journey

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Scaling a premium fitness brand: Function Well’s CRM & Marketing automation journey
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Function Well is a high-performance wellness and fitness hub in Brisbane, offering classes, recovery services, events, and multi-tiered memberships. With growth on the horizon, they needed to replace disconnected systems with a unified CRM that could scale their member experience—without losing the personal touch.

The problem
Disconnected Tools, Disjointed Reporting

Function Well’s member experience was powered by a patchwork of platforms—GymSales for sales, Mailchimp for marketing, Clubware and MyWellness for member data. This fragmentation made it difficult to track a member’s full journey or run targeted retention and upsell campaigns.

Problem 1:

Legacy Systems Limiting Sales: Lead follow-up was manual and inconsistent in GymSales, with no automated lifecycle stages or task tracking. Sales reporting lacked clarity, and visibility across the funnel was limited.

Problem 2:

Marketing Without Segmentation: Mailchimp didn’t support dynamic segmentation or lifecycle-based automation. Templates were rigid, and without a single source of truth, email campaigns were more batch-and-blast than behaviour-based.

The solution
A Unified, Intelligent HubSpot Ecosystem
Engaging.io delivered a full-stack transformation by implementing HubSpot Sales and Marketing Hubs Professional, replacing Function Well’s disconnected tools with a unified, intelligent CRM. We built a custom lead pipeline to replace GymSales, introducing lifecycle tracking, automated task assignments, and follow-up triggers. Tour bookings and nurture comms were rebuilt using HubSpot automation to ensure no lead fell through the cracks.

We retired Mailchimp and replaced it with modular email templates, clearly defined subscription types, and targeted workflows covering onboarding, upsell, churn risk, and member milestones. All key website forms were rebuilt in HubSpot with logic for segmentation, lifecycle updates, and team notifications.

Clubware and MyWellness were integrated via custom middleware. Clubware syncs hourly to update member status and visit data, while MyWellness syncs weekly to log class attendance directly onto the contact timeline. This behavioural insight now drives smarter segmentation and retention campaigns.

To future-proof the setup, we trained sales, marketing, and admin teams through a Train the Trainer model, supported by documentation and recordings. Function Well now runs a system that mirrors and enhances their real-world experience, ready to scale with them. Check out an example of the class attendance on a contact record below. 
 
Screenshot 2025-10-24 at 12.43.51 pm

 

The Strategic Plan
The Implementation
The process
  1. Retired GymSales in favor of a custom HubSpot lead pipeline, designed to match real sales processes with automation, lifecycle tracking, and task management.
  2. Decommissioned Mailchimp to centralise marketing operations within HubSpot Marketing Hub for stronger personalisation, improved deliverability, and better attribution.
  3. Migrated all legacy sales sequences, contact records, and email templates into HubSpot.
  4. Enhanced legacy workflows with segmentation, re-engagement triggers, and streamlined task queues to support conversion and lead nurture.
  5. Sales and marketing now collaborate inside a single platform, reducing admin and improving speed to lead.
Consolidate Sales & Marketing
The process
  1. Retired GymSales in favor of a custom HubSpot lead pipeline, designed to match real sales processes with automation, lifecycle tracking, and task management.
  2. Decommissioned Mailchimp to centralise marketing operations within HubSpot Marketing Hub for stronger personalisation, improved deliverability, and better attribution.
  3. Migrated all legacy sales sequences, contact records, and email templates into HubSpot.
  4. Enhanced legacy workflows with segmentation, re-engagement triggers, and streamlined task queues to support conversion and lead nurture.
  5. Sales and marketing now collaborate inside a single platform, reducing admin and improving speed to lead.
Custom Integrations Built to Scale
The process
  1. Integrated Clubware via middleware with a one-way hourly sync to keep HubSpot contact records up to date with membership status, visit frequency, and membership type.
  2. Connected MyWellness using a weekly CSV sync to log class and service attendance as timeline events on each contact.
  3. Enabled real-time segmentation and targeting based on actual member behaviour — not assumptions.
  4. Supported retention, upsell, and milestone workflows using clean, synced data.
  5. Eliminated the need for manual exports and uploads across systems, saving hours in admin and reducing data gaps.
Email & Lifecycle Automation
The process
  1. Replaced Mailchimp with brand-aligned, modular email templates built in HubSpot for greater flexibility and faster campaign deployment.
  2. Defined subscription types for clean segmentation and member preference control.
  3. Built lifecycle workflows for onboarding, tour follow-up, churn risk, upgrade prompts, and re-engagement.
  4. Enabled smarter, automated touchpoints across all membership tiers and lifecycle stages.
  5. Laid the foundation for future campaign expansion, including SMS and event-based triggers.
Form and Workflow Overhaul
The process
  1. Rebuilt all key website forms in HubSpot, including Book a Tour, Contact Us, Upgrade/Downgrade, and Cancellation.
  2. Embedded lifecycle triggers and notification logic to streamline follow-ups across sales, marketing, and admin.
  3. Automated internal routing and segmentation at point of submission — no more manual handoffs.
  4. Improved response times and visibility into submissions with real-time reporting and alerts.
  5. Created a consistent, branded experience for prospects and members, while reducing admin load across departments.
The Implementation

To kick off the transformation, all contact and lead data from GymSales was migrated into HubSpot. Sales sequences were not just imported — they were reimagined using HubSpot’s task automation and lifecycle stage logic, bringing more structure and visibility to every lead interaction. On the marketing side, templates and workflows from Mailchimp were rebuilt within HubSpot, enabling smarter segmentation, stronger branding consistency, and automated nurture journeys tailored to each member type.

One of the most impactful changes was the middleware integration. Clubware now syncs member data into HubSpot hourly, updating records with membership status, visit history, and tier. This gives the team real-time insight into member engagement. Meanwhile, MyWellness syncs weekly via CSV to populate each contact timeline with class and service attendance — unlocking behaviour-driven workflows such as reactivation after inactivity or milestone recognition after consistent attendance.

In parallel, Function Well’s key forms — including Book a Tour, Contact Us, Upgrade/Downgrade, and Cancellation — were rebuilt inside HubSpot. Each form was configured with smart routing logic to notify the correct internal team, trigger lifecycle updates, and apply segmentation on submission. Real-time dashboards were also created to track conversions, lifecycle movement, campaign performance, and critical member touchpoints. Together, these changes gave Function Well a fully connected, future-ready digital member journey.

The Impact and Results
Centralised, Personalised, and Ready to Scale

 

Function Well now operates from a single source of truth. Sales, marketing, and admin teams no longer bounce between platforms—they work in lockstep using HubSpot. By retiring GymSales and Mailchimp, they simplified their stack, improved user adoption, and reduced tech costs.

Sales consultants now have full visibility into lead stages and task queues, with automation ensuring no lead is forgotten. Re-engagement, tour confirmation, and upsell triggers fire automatically based on real behaviour.

Marketing has control and clarity. They can target campaigns by tier, lifecycle, and attendance—delivering value to members at the right time. Modular templates and automated segmentation have replaced guesswork with strategy.

Clubware and MyWellness integrations unlocked deep behavioural insights. Function Well now tracks not just who a member is, but what they do. That means smarter retention efforts, timely upgrade nudges, and automated outreach based on real-life attendance.

Over 20k+ records are now segmented and sync-ready—paving the way for location-based marketing and lifecycle personalisation at scale. Early results show increased engagement, lower admin overhead, and a future-ready CRM setup built to support Function Well’s premium promise.

We engaged Engaging.io to manage our HubSpot implementation and onboarding. What initially felt like a daunting change, with multiple integrations and inevitable hurdles along the way, was made seamless thanks to their expertise and support. Their structured approach and clear communication ensured we navigated every stage with confidence. A special acknowledgement to Kiara, whose professionalism, responsiveness, and guidance made her an exceptional key contact throughout the process. We highly recommend Engaging.io for any organisation seeking a smooth and effective HubSpot implementation.

Cartledge, T.

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