WFIT (Warehouse Gym & Fitness) is a 24/7 multi-functional fitness gym in Wollongong, NSW, run by owner Max Lemme. No-contract memberships, Bluetooth access, no reception desk, no sales team on the floor. 15 coaches run the gym day to day. It is a lean operation by design, and that design only works if the front end of the business, the enquiries, the follow-up, the sign-ups, runs itself.
Before Northstar, Max was already running AI-assisted lead handling through a wrapper tool, and it worked, to a point. The business had grown to 600+ members and was already selling 40+ memberships a month with no sales team, a genuinely unusual result for a gym this size. But the system was a patchwork: email wasn't consolidated, there was no consistent human-in-the-loop check when the AI needed to escalate something, and member status changes (holds, cancellations, churn risk) lived inside the gym management software with no bridge back to the team actually running the business day to day.
We installed a dedicated on-premises system (Mac Mini, fully configured with secure remote access) built around Max's existing stack rather than replacing it. Every enquiry email across both the personal and business inboxes now consolidates and flags straight to the team's Slack, so nothing sits unseen in an inbox nobody's watching. Every AI-drafted response to a member or prospect goes through a draft-and-approve step before it sends, so the speed of automation never costs the business a human check when one matters.
We integrated directly with the gym's membership platform so the system can see member status, holds, visits and cancellations in real time, and built a weekly member intelligence report that surfaces churn risk and re-engagement opportunities before they become a lost member instead of after. We also migrated the business fully onto Google Workspace and moved internal communication from WhatsApp to Slack, giving the team one place to actually run the business instead of five.
WFIT already sells 40+ memberships a month with no sales team, a number most gyms this size would need a dedicated salesperson to hit. Membership has grown past 600, with the business up more than $60,000 in revenue year on year on the same lean headcount. The model has attracted attention well beyond Wollongong: 10+ other gym operators have approached Max directly wanting to license or clone the approach, unprompted, based on what they've seen it do for one location.
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Want a system like this in your business? Start with the free Growth Audit.“Our AI agent runs the entire sales pipeline. We're signing 40+ memberships a month without a sales team. Northstar set it up, handed it over, and it just works. I couldn't have imagined this two years ago.”
