Each column represents a stage in the lead journey, and each stage is supported by automations and actions to help your team stay consistent.
How the Leads Pipeline Works
Leads move from left → right as they progress through your funnel.
Your studio team's job:
Make sure no lead gets stuck.
Lead Stages Explained
New Lead
What it means
A brand new inquiry from a lead form (ad or website form) that has not been contacted yet by your team.
What to do
Reach out as quickly as possible (call or text)
Log the interaction
Move the lead to the appropriate next stage
Automation
Welcome Text and Welcome Email are triggered
Lead is automatically created in Pipeline CRM and your booking platform (Mindbody or Xplor)
If a contact attempt is not made by your team, a text is sent after 1 day (No Answer Text Day 2)
Best practice
Speed to first contact is one of the most important drivers of conversion.
Re-Enquiring
What it means
A previous lead or member who has reached out again.
What to do
Prioritize follow-up
Reference past interactions
Guide toward booking or next step
Best practice
Re-enquiries are high-intent leads and should be treated as such.
Contact Made
What it means
Your team has successfully connected with the lead by voice or text.
What to do
Move the lead card from New Lead to Contact Made
Continue the conversation
Provide a clear next step
Set a follow-up task if needed
No Answer
What it means
A call attempt was made, but the lead did not respond.
What to do
Follow up again (2–3 attempts recommended)
Try a different communication channel
Schedule the next follow-up
Automation
Best practice
Most leads do not convert on the first contact attempt.
Purchased Trial
What it means
The lead has purchased a trial through Mindbody or Xplor.
What to do
Encourage first class booking
Reinforce expectations and excitement
Prepare them for their first visit
Tip: Use Pipeline Snippets to send a quick reusable message that you can personalize
1st Session Booked
What it means
The lead has scheduled their first class.
What to do
Confirm attendance
Reduce no-show risk
Maintain communication leading up to the session
Automation
Optional: First Session Booked Text is triggered
Best practice
Do not go quiet after booking — this is a key drop-off point.
1st Session Attended
What it means
The lead has attended their first class.
What to do
Follow up within 24 hours
Ask about their experience
Guide them toward the next step (membership or continued engagement)
Automation
Trial Expiring (1 Day)
What it means
The trial is about to end and the lead has not yet converted.
What to do
Reach out personally
Create urgency without pressure
Offer a clear next step
Best practice
This is a critical conversion moment — do not rely on automation.
Non-Contract Purchased
What it means
The lead has purchased a class pack or non-recurring option.
What to do
Continue nurturing
Encourage consistent attendance by reviewing Engagement Scores in Pipeline
Guide toward a membership
Best practice
These leads still require active follow-up — they are not fully converted.
New Members
What it means
The lead has converted into an autopay or paid-in-full member 🎉
What to do
Monitor engagement closely in the first 90 days using the New Members tab in Clients
Support early habit formation
Automation
Optional: Onboarding Email and Text triggered
Long Term Nurture
What it means
Leads who have not converted but may in the future.
What to do
Stay in periodic contact
Include in campaigns
Maintain a relationship over time
Best practice
Many leads convert later — consistency in outreach matters.
DND (Do Not Disturb)
What it means
The lead has opted out of communication.
What to do
Do not send campaign outreach
Respect communication preferences
Best practice
Always maintain compliance with communication rules.
Passport / ClassPass
What it means
Leads coming from Passport or ClassPass. These leads are automatically filtered into this stage and do not move through the standard lead flow.
What to do
Focus on experience
Encourage repeat visits
Build a relationship beyond the platform
Best practice
These leads require a different conversion approach than traditional leads.
What “Good” Looks Like
No leads sitting uncontacted in New Lead at the end of each day
Consistent movement across stages
Clear next steps for every lead
Follow-ups tracked and completed
Common Mistakes to Avoid
Delaying initial outreach
Not updating lead stages
Stopping follow-up too early
Treating trials as fully converted
Ignoring long-term nurture opportunities
Most studios believe they need more leads.
In reality, growth comes from handling existing leads more effectively.
Pipeline provides the structure — consistent execution drives the outcome.
Next Steps