Fitness chain reduces member churn 19% with proactive AI retention calls

The challenge

Peak Fitness's member retention team manually called members who had missed 3+ consecutive visits — the strongest churn predictor. With 4,200 active members across 3 locations and a 2-person retention team, they could call roughly 60 at-risk members per month. Monthly churn rate sat at 5.2%, costing the chain significant recurring revenue.

The solution

Voxovo outbound agents run daily against a member-visit-log feed. Any member missing 3 consecutive expected visit days receives a friendly check-in call. The agent identifies barriers (injury, schedule conflict, motivation), offers a relevant incentive (free PT session, class pack, freeze option), and books a return visit if the member is receptive. Outcome is logged back to the CRM.

Results

• At-risk member outreach grew from 60/month to 340/month
• Monthly churn rate reduced from 5.2% to 4.2% in 90 days
• 19% improvement in rolling 12-month retention
• PT and class bookings from retention calls: 88 in first 60 days