Every member call answered.
Every class filled.

At $1,400+ per member, even 5 missed calls a week compounds fast. Prospects who don't get through don't wait — they sign up at the gym down the road.

Most gyms are open 5am–10pm but enquiries come in 24/7. Anytime Fitness found nearly a third of their missed calls came outside staffed hours.

Members calling about billing or class changes who can't get through often cancel quietly. Retention starts at the phone — not just at the front desk.