Gyms Call Handling Benchmark

This micro-report focuses on gyms and fitness studios. For the full benchmark methodology, see the Australian SME Call Handling and Automation Benchmark Report.

Unique data angle

Speed-to-tour booking and trial-to-membership conversion leakage.

Enquiries arrive during class transitions or after-hours when staff cannot answer without interrupting service. Missed calls often become members at the next gym on Google.

Revenue model

missed_calls × tour_booking_rate × avg_membership_value × retention_multiplier

Enquiry type distribution (typical)

Escalation triggers

See AI receptionist for gyms for implementation guidance.

Methodology

Scope

• Country: Australia
• Verticals: Service SMEs (clinics, gyms, restaurants, trades, professional services)
• Date range: As specified in each report section

Data sources (hierarchy)

1. Government and statutory sources: Australian Bureau of Statistics (ABS), Fair Work Ombudsman (FWO), Australian Taxation Office (ATO), Office of the Australian Information Commissioner (OAIC)
2. Published vendor pricing (timestamped, linkable)
3. Valory anonymised aggregates (if used): sample, timeframe, and exclusions defined per report

Definitions

• Missed call: Inbound call that was not answered by the business (voicemail, ring-out, or overflow)
• Answered call: Call that reached a human or automated system and received a response
• Qualified lead: Caller who expressed intent to book, enquire, or purchase and provided contact details
• Booking captured: Confirmed appointment, reservation, or callback scheduled

Modelling formula estimated_loss = missed_calls × lead_to_book_rate × average_value × LTV_multiplier

• missed_calls: Monthly count of unanswered calls
• lead_to_book_rate: Proportion of missed callers who would have converted if answered (modelled)
• average_value: Average transaction or booking value (AUD)
• LTV_multiplier: Repeat/referral factor (1.0 = single transaction; higher for recurring)

Limitations

Model sensitivity

• Results are sensitive to lead-to-book rate and speed-to-contact assumptions
• Conservative, base, and aggressive scenarios are modelling ranges, not industry benchmarks
• Actual outcomes depend on business-specific factors (vertical, location, call volume, staff capacity)

Data availability

• Wage and cost data sourced from government publications; rates change periodically
• Vendor comparison uses publicly documented attributes only; "Unknown" where not verifiable

Legal and compliance

• Privacy, consent, and retention rules vary by jurisdiction and business context
• For Australian businesses, refer to OAIC Australian Privacy Principles (APP 5 notice, APP 11 security/retention)
• Implement business-specific legal review before deployment

References

Government and statutory

• Australian Bureau of Statistics — earnings, employment statistics
• Fair Work Ombudsman — award minimum rates, pay guides
• Australian Taxation Office — Super Guarantee rates, employer obligations
• Office of the Australian Information Commissioner — Australian Privacy Principles, APP 5 (notice), APP 11 (security/retention)

Valory

• Privacy Policy
• Terms of Service