How an F45 and FS8 Multi-Location Owner Scaled Customer Service and Sales with AI

Executive Summary

AI Results at F45 Training & FS8

Skye Marton owns and operates six boutique fitness studios across the Northeast, four F45 Training locations, and two FS8 studios, serving over 2,000 members and visitors each month. With a full-time admin team of just four people managing all six locations, the phone lines had become a constant drain on time, energy, and team morale.

Skye partnered with Replify to automate inbound and outbound phone coverage across all six studios. The AI now handles 300 to 500 calls per month, saving an estimated 20+ staff hours monthly while instantly responding to every new lead and qualifying inbound inquiries before they ever reach her team.

The results were immediate:

• Every new lead gets an instant first contact, eliminating the hours-long gap that was killing conversion.
• The team is completely shielded from repetitive complaint calls and spam, removing the number-one source of burnout and turnover in the phone role.
• Lead qualification happens automatically, so the small admin team focuses only on real, sales-ready prospects.
• Brand messaging is consistent across all six locations, with the AI delivering exactly the information Skye wants, in exactly the tone she wants, every time.

"Replify's AI is one of the best decisions we've made this year."

Strategic Impact

For multi-location owner-operators running lean, the challenge is never just call volume. It's the cumulative cost of managing phones across a growing network with a small team. Every spam call, every billing complaint, every repeated FAQ pulls attention away from the members who are already in the building.

Replify gave Skye a reliable, always-on front line across all six studios. Her team now spends their time on member experience, coaching, and community, the things that actually drive retention and growth, while the AI handles the high-volume, low-return work that used to consume their day.

About F45 Training

F45 Training is a global fitness franchise built around 45-minute functional training workouts. The brand is known for its structured programming, team-based atmosphere, and strong community culture. F45 combines elements of high-intensity interval training, circuit training, and functional movement in a group setting that changes daily, keeping members engaged and challenged.

Skye operates four F45 Training locations across the Northeast: Cranston, Dedham, Foxborough, and Natick.

About FS8

FS8 is a boutique fitness concept that blends reformer Pilates with tone and cardio training in a single session. Designed as a complement to high-intensity formats like F45, FS8 delivers a low-impact, full-body workout in a premium studio environment. The format appeals to members looking to recover, build flexibility, and strengthen alongside their existing training.

Skye operates two FS8 studios: Dedham and Foxborough.

‍Learn more about F45 and FS8 franchise opportunities.

About Skye Marton: Member Turned Multi-Location Franchise Owner

Skye Marton's path into fitness ownership started as a member. Before joining F45, she exercised casually without much structure or direction. When she found F45, the combination of community, accountability, and structured programming changed how she thought about fitness entirely.

She transformed her body in a short amount of time, built friendships, and fell in love with the experience. That personal transformation planted the idea in her: she wanted to share it with others.

At the time, Skye had left the corporate world to focus on content creation through Instagram and YouTube. She had the flexibility. She started documenting her F45 experience, built a relationship with her local studio owner who showed her the ropes, and opened her first location at just 26 years old.

Since then, Skye and her husband have grown the operation to six studios across the Northeast. She manages the business with a lean full-time team of just four people, supported by roughly 80 coaches across the network. The studios serve over 1,200 active members and an additional 1,000+ visitors each month through services like ClassPass, drop-in passes, and class packs, putting more than 2,000 people through their doors every month.

Skye's motivation has stayed the same since day one: to be life-changing for people. Her story is a member-to-owner arc that resonates across the franchise fitness world, someone who loved the product so much she built a business around sharing it.

"I just wanted to be life-changing for people, and hopefully I've helped a few along the way."

About Replify AI: 24/7 AI Sales and AI Customer Service

Replify is an AI receptionist and AI sales agent that provides multi-location operators with a comprehensive AI communication system. The platform handles inbound phone calls, qualifies leads, delivers consistent answers about membership options, trial information, pricing, and hours, and routes complex inquiries to staff when a human touch is needed.

On the AI outbound side, Replify calls every new lead immediately, providing instant first contact that eliminates the speed-to-lead gap. The AI also powers campaign-based outreach for billing follow-up, trial no-show re-engagement, win-back sequences, and more.

All locations share a single knowledge base, which keeps answers accurate and consistent. Updates take only a few lines and are reflected across the entire system.

Replify is the AI receptionist and sales platform trusted by Gold's Gym, UFC Gym, SWEAT440, and more. Read Replify AI receptionist case studies and book a demo to learn more.

The Sales and Customer Service Challenge at Multi-Location Boutique Studios

Running six studios with a full-time admin team of four creates a math problem that is hard to solve with people alone. The phone lines were the most visible symptom.

Skye had dedicated a full-time employee to managing calls and texts across all six locations. The volume was relentless. But the return was low. As Skye put it, most of what came through the lines was "spam, drunk dials, and people trying to sell us stuff." The legitimate calls often came from members with billing problems or complaints.

That's the nature of inbound at a fitness studio: happy members just show up and work out. The people who pick up the phone tend to be the ones who aren't happy. Managing that negativity all day took a measurable toll on whoever sat in the phone seat, leading to high turnover in the role and inconsistent call-handling quality. As Skye described it, "you can't pay somebody enough to do that kind of work."

"It's hard to have a designated employee who's on the phone kind of dealing with negative stuff. I think that led to a lot of turnover for us and time wasting."

Consistency was another challenge. With different people answering calls at different times, Skye couldn't control what was being said, how complaints were handled, or how membership information was communicated. Every new hire in the role required retraining, and even then, responses varied person to person.

On the sales side, new leads flowed in throughout the day across all six locations, but the team couldn't always respond fast enough. Hours would pass between a lead submitting interest and someone reaching out. In fitness, where motivation is fleeting and options are abundant, that delay kills conversion.

"There will be hours between, which is the lead killer."

The challenge wasn't a lack of interest from the community. It was a lack of bandwidth to reliably capture and follow up on that interest at the speed the market demands across six locations with a team of four.

The economic climate made the problem more urgent. In a low-margin industry where consumers are increasingly hesitant to spend on discretionary memberships, every resource has to pull its weight. Skye's operation wasn't in aggressive growth mode. She was focused on nurturing her members and maximizing the return on every dollar spent. A high-cost, high-turnover phone role that generated little revenue was the opposite.

Evaluating AI Receptionist and Phone Automation Vendors

Skye had experience with multiple communication and phone vendors before exploring AI. Her studios had previously used RingCentral for phone service and LoyalSnap for member communication. The pattern with each was the same: a sales team hands you off to support, you lose the relationship, and you're left managing another tool instead of being supported by a partner.

When she started evaluating AI-powered phone solutions specifically, the experience was discouraging. One vendor made it so difficult to schedule a demo that she never got in. Another put her in a virtual waiting room, and the experience felt "so AI that it was really impersonal," with no clear path to a human who understood her business.

She also evaluated the AI phone capabilities built into GoHighLevel, which she already used as her CRM through a custom build called Pipeline. GoHighLevel's offering was functional but too broad. It wasn't tailored to the specific workflows and language of a boutique fitness operation. As Skye put it, the experience felt like other vendors were trying to force her business into their platform, rather than adapting to how her studios actually operate.

"It was like they were trying to fit what we do into their platform, whereas I felt like Replify could really customize it for us."

Replify was actually the first vendor Skye discovered, through an Instagram post from another gym owner who was using the platform and loving it. Despite testing other options, she kept coming back to Replify for two reasons: the ability to customize the AI to her specific operation and the quality of human support from day one.

Onboarding AI Across Six Studios

From the first demo through daily operations, Skye has worked with one person: Miguel, her dedicated point of contact at Replify. Miguel handled her demo, ran her onboarding, and continues to support her across all six locations.

That continuity is rare in software. With previous vendors, the pattern was always the same: a sales team hands you off to a support team, and you lose the relationship. With Replify, there was no handoff. The person who understood her business from the first conversation is the same person she reaches out to today.

"From day one, I had the person, Miguel, that I still work with today. He did my demo, my onboarding, and works with me daily. This is the best customer service I've ever had."

Skye is hands-on with the platform. She reads call logs daily, reviews AI conversations, and works with Miguel to refine the knowledge base so the AI reflects exactly how she wants her brand to communicate. She genuinely enjoys the process. "Some of them are so funny," she said, noting that her favorite logs are the ones where Replify's AI picks up a call from another company's robot and the two AIs have a polite, circular conversation with each other. As a busy owner-operator with a toddler and another child on the way, she values being able to shoot off a quick email and get a fast, helpful response without needing to schedule a call or submit a ticket.

"Sometimes I only have time to just shoot off an email on my phone, and he's never complained about it. He's just helping me along as I need."

How AI Works Across Six F45 and FS8 Locations

Inbound Call Handling

The AI answers every inbound call across all six studios. It fields questions about hours, membership options, trial availability, pricing, class schedules, and general inquiries. Calls that require human attention are routed to staff. Everything else is handled by the AI, including spam, solicitations, and robocalls, which no longer reach the team.

The consistency this creates across six locations is a major win. The AI says exactly what Skye wants it to say, in exactly the tone she wants, every single time. There is no variation between locations, no retraining cycle, and no risk of an off-script interaction with a frustrated member.

"Replify's AI says exactly what I want it to say, all the time. It never gets offended. It's happy-go-lucky with everyone equally."

Outbound Speed to Lead

The AI calls every new lead as soon as it comes in. There is no lag, no waiting for someone on the admin team to get to it. That instant first contact is critical in an industry where a prospect's motivation can fade in hours.

Because the AI handles the first touchpoint, the team can review call logs and focus follow-up energy on the leads that are actually qualified. Wrong numbers, non-English speakers, and dead ends are filtered out before a human ever picks up the phone.

Lead Qualification at Scale

With six studios generating leads throughout the day, the volume is constant. The AI acts as a first-pass filter, making the outbound call, assessing whether the lead is real, and surfacing only the qualified opportunities for follow-up. This saves the admin team from burning hours dialing through a list, letting them focus on the people most likely to convert.

"Our team can actually focus on things that matter."

Shielding the Team from Burnout

One of the most significant and underappreciated benefits of AI phone coverage is what it removes from the team's day-to-day experience. Before Replify, the phone seat was the hardest role in the operation. The person in that chair dealt with complaint after complaint, billing dispute after billing dispute, and a constant stream of spam calls in between.

That negativity drove turnover. It was difficult to hire for, hard to retain, and nearly impossible to deliver a consistent experience from. Different people respond to frustration in different ways, and Skye couldn't control how her brand was represented in those moments.

The AI eliminated that problem entirely. Coaches and staff no longer absorb the emotional weight of negative calls. The team is happier, there are zero complaints about their roles, and the quality of the in-club experience has improved because the people on the floor aren't drained from a morning of phone calls.

"Replify has completely shielded our team. We are really happy, no complaints from anyone in their job. The phones were the most difficult part for everyone we've ever hired for that role."

The AI Results at F45 Training & FS8

Qualitative Results

• Instant speed to lead across all six locations. Every new inquiry gets an immediate first contact, eliminating the conversion-killing lag that comes with manual follow-up.
• Automated lead qualification that filters spam, wrong numbers, and unqualified contacts before a human ever gets involved.
• Consistent brand experience on every call. The AI delivers the same tone, the same information, and the same next steps at every location, every time, without retraining.
• Team shielded from complaint-driven burnout. The number-one source of turnover and dissatisfaction in the phone role has been eliminated entirely.
• Zero customer complaints about the AI experience.
• Admin team redirected to member-facing work. The hours that used to go into phone management now go into the people who walk through the door.
• Dedicated, consistent support from a single point of contact who knows the account inside and out.

What's Next: Expanding AI Use Cases

Skye is exploring additional Replify capabilities beyond inbound and outbound call coverage. The platform's campaign functionality enables workflows that her small team simply doesn't have the bandwidth to execute manually.

Planned use cases include:

• Billing follow-up campaigns for expired credit cards and failed payments is a high-friction task that the team currently deprioritizes because of how time-consuming and awkward it is for a human to execute.
• Trial no-show re-engagement to reach back out to prospects who booked a trial but never came in.
• Post-trial conversion outreach for leads who completed a trial but haven't yet joined as members.
• Member re-engagement for people who haven't checked in recently.

These are all workflows where AI excels: high-volume, time-sensitive, repetitive outreach that requires consistency more than creativity. For a four-person admin team managing six locations, running these campaigns manually at scale would be virtually impossible.

"There are so many things Replify's AI can do. Once I can sit down and dig in, I'm excited."

AI Advice for Multi-Location Owner-Operators

Skye's advice for other operators in her position, those who are personally involved in managing multiple locations with lean teams, is direct.

"If you're getting a lot of calls, wasting precious manpower, and getting very little return from it, don't hesitate. Replify was a no-brainer for me, and their AI is one of the best decisions we've made this year."

Scaling the Boutique Fitness Experience with AI

Skye Marton's story is a blueprint for franchise owner-operators who are scaling locations without scaling their admin overhead. With six studios, 2,000+ monthly visitors, and a full-time team of four, every minute matters. Replify gave her a reliable, always-on front line that handles 300 to 500 calls per month, saves an estimated 20+ staff hours monthly, and frees her team to focus on what actually grows the business: member experience, coaching, community, and conversion.

The AI didn't just save time. It improved team morale, eliminated the biggest pain point of a high-turnover role, created brand consistency across six locations, and gave Skye the speed-to-lead reliability that manual follow-up could never match.

For multi-location boutique fitness operators, the takeaway is clear: phone lines don't have to be a drain. They can be an asset, if the right system is handling them.

Ready to See Similar Results?

If your multi-location fitness operation is struggling with phone coverage, missed leads, or inconsistent member communication, it's time to see what AI can do for your business.

Book an AI consultation with a Replify expert today to learn how you can automate high-volume inquiries, reclaim staff hours, and deliver a consistent experience across every location.

Replify is the AI receptionist and sales platform trusted by Gold's Gym, UFC Gym, SWEAT440, and more. Built for multi-location fitness operators who need to do more with less.