Smarter Conversations, Stronger Clubs
How SmartOWL.ai Helped Three Health Clubs Answer over 12,000 Calls, Capture Every Lead, Increase TI’s 5X and Grow Smarter.
Overview
The member-focused, big-box clubs Franklin Health & Fitness, Clayton Health & Fitness, and Murphy Health & Fitness, spanning Western and Central North Carolina, share one goal: creating stronger, more connected fitness communities.
When front desk teams struggled to keep up with nonstop calls, missed inquiries, and inconsistent lead capture, they turned to SmartOWL AI, an intelligent voice and chat solution designed to handle the conversations humans cannot always reach.
SmartOWL Voice Agents launched across all three clubs in late March 2025. In just the first seven months, Voice Agents handled over 12,000 calls, booked 126 appointments, and turned what used to be missed opportunities into measurable results.
From left to right: Franklin’s strength floor, Murphy’s indoor pool, and Clayton’s weight room.
The Challenge
Even the most dedicated front desk staff cannot answer every call seamlessly.
During high-traffic hours and after staffed hours, calls often went unanswered, and very few were logged for follow-up. On average before SmartOWL, the three club locations combined captured only 0–5 telephone inquiries (new leads) per month. Non member callers were simply told the answers to their question and to stop by the club sometime for a tour or to visit the website for more information.
This led to lost documented prospects, no follow up opportunities, and inconsistent communication. The owner needed a solution that could respond instantly, record every inquiry, and stay on brand while answering all questions with consistency and in a pleasant demeanor.
Clayton and Murphy leadership teams who use SmartOWL each day to enhance member support and efficiency.
The SmartOWL Solution
The clubs implemented SmartOWL Voice and Chat AI Agents, created to automate communication, still sound human and professional, and free up staff member time to focus on other tasks at the club.
Each SmartOWL Agent is trained with club-specific FAQs, policies, and tone of voice. The solution now:
Franklin Health & Fitness had over 400 after-hours calls in seven months. SmartOWL answered every single one.
Clayton’s team used to miss Facebook messages for days. Once SmartOWL was turned on, every message across phone, SMS, web chat, Facebook, and Instagram was answered instantly.
Before SmartOWL, Murphy Health & Fitness rarely collected caller names. Now, every inquiry is logged with name, number, and what the person was looking for, no manual data entry.
Books tours and confirms appointments directly during the call and via chat.
Sends follow-up messages for specific topics (like personal training, group fitness, appointment reminders, etc) and triggers workflows to continue lead nurturing and other tasks.
The AI introduced itself as ‘your Franklin Health & Fitness support assistant,’ using the exact friendly tone the owner requested.
Records every call, sending a call summary and transcript to designated club leadership.
Can communicate in both English and Spanish when needed (another hurdle that one location in particular struggled with, having only one Spanish speaking employee on staff).
SmartOWL does more than pick up calls. It is able to build stronger connections between members, prospects, and staff.
Rodney Morris, Owner of Franklin, Clayton, and Murphy Health & Fitness, on how SmartOWL has transformed communication and streamlined daily operations.
Results That Matter
1. Over 12,000 Calls Handled in Seven Months
SmartOWL handled 12,519 total calls across Franklin, Clayton, and Murphy Health & Fitness. This includes an average of 75 calls per month during unstaffed hours, ensuring no conversation is missed, even after hours.
2. Five-Fold Increase in Non-Member Inquiries
Non-member information calls (TIs) increased from only a few each month to several per day, resulting in approximately a 500 percent rise in qualified leads.
3. 126 Appointments Booked Automatically
SmartOWL booked 126 appointments, converting previously missed calls into scheduled tours and membership opportunities, 24/7.
4. More Than 36,000 Automated Actions Completed
Across the three clubs, SmartOWL executed over 36,000 automated actions, including texts, follow-ups, call transfers, and data extraction from the conversation for contact updates like name, phone number, and email addresses.
5. Hours Saved Every Week
AI now handles repetitive communication (including SMS and Email appointment reminders) and tracking tasks that previously required hours of staff time each week. The result is faster responses, cleaner data, and more time for personal member engagement.
Why It Works
SmartOWL was built with the fitness industry in mind. It understands how health clubs operate, how members speak, and what prospective members want to know.
By combining automation with an authentic, on-brand tone, the system provides every caller with a consistent, professional experience while giving staff more time to focus on in-person service and sales.
The outcome is simple: better coverage, better data, and better conversations.
The SmartOWL Advantage
SmartOWL bridges the gap between automation and real human connection by answering in the club’s tone, remembering what callers asked about, and handling conversations the same way a well-trained front desk team would.
The impact is clear: more booked tours, more captured leads, and consistent communication every time someone reaches out. For the Franklin, Clayton, and Murphy Health & Fitness group, SmartOWL became a steady part of their operation answering over 12,000 calls, capturing every inquiry, and driving a five times increase in telephone inquiries without adding staff. It keeps the conversations moving even when the team is busy, and it never misses a lead.
If you want to see how this could work inside your own club, learn more at smartowl.ai.
Rodney Morris with SmartOWL Co-Founder, Lindsey Harrison, during a site visit.
