Multi-Business CRM & Cross Selling Marketing System
Multi-brand fitness & e-commerce group
Overview
LeadHook.co partnered with the founder of two gyms and two e-commerce brands, to build a unified CRM and automation system across four separate businesses. The key insight: all four businesses shared the same ideal customer profile (fitness-focused individuals) but were operating as completely separate entities with no cross-pollination. The result was a fully integrated customer lifecycle platform that finally connects these audiences, automating cross-sells, winbacks, and conversion sequences across the entire ecosystem.
The Problem
The client operates four interconnected businesses: two gym locations, a supplements brand, and an athletic apparel brand. On paper, the synergy is obvious. Gym members buy supplements. Supplement customers wear gym apparel. Apparel buyers are often into fitness. The same person is the ideal customer for all four brands. But with over 15,000 contacts spread across separate systems (Shopify for e-commerce, ClubRight for gym management, and no central CRM) these audiences were completely siloed. There was no way to identify that a Shopify customer was also a Limitless member. No way to know that a supplement or apparel buyer lived five minutes from one of the gym locations. No way to re-engage a cancelled member with a supplement discount or a day pass offer. The businesses were leaving money on the table every single day. Not because the opportunities didn't exist, but because there was no system to surface them. Every potential cross-sell required someone to manually spot the connection and act on it. That wasn't happening.
Our Solution
LeadHook.co immediately recognised that the real opportunity wasn't just automation. It was unification. All four businesses shared the same ICP, but were treating their customer bases as entirely separate. The first step was building a centralised CRM that connects every customer across all four brands under a single record. From there, we built 21 automated workflows that act on the cross-sell opportunities that were previously invisible:
Gym members get supplement and apparel offers at 3, 6 and 12-month milestones. E-commerce buyers within 100 miles of a gym receive postcode-routed day pass offers after purchase. Supplement and apparel customers are cross-introduced after qualifying orders, with tiered discounts by order value. Cancelled members are re-engaged with escalating offers at 2, 6 and 12 months. Lapsed e-commerce customers get winback sequences at 30, 60 and 90 days with unique Shopify-generated codes. New gym members run through an onboarding sequence with up-sell offers.
The Result
The automation transformed four disconnected businesses into a unified ecosystem that finally capitalises on their shared customer base. Gym members are now systematically introduced to both e-commerce brands. Shopify customers near the gyms receive targeted day pass offers. Cross-brand customers are identified automatically and marketed to accordingly. Lapsed customers across all four businesses are re-engaged with personalised discount codes. And the founder now has a single source of truth for all 15,000+ contacts, with full visibility into which customers interact with which brands. The system surfaces insights that were previously invisible - revenue opportunities that are now acted on automatically, every single day.
Applications beyond fitness & e-commerce
While this automation was built for a fitness and e-commerce business, the underlying principle applies to any business operating multiple brands, locations, or product lines that share a common customer profile.
Franchise operators, retail chains, multi-brand holding companies, professional services firms with multiple offerings. Any business where the same customer could buy more than one thing but isn't being systematically encouraged to do so.
The principle remains the same: replicate what a dedicated marketing coordinator would do. Track every customer, identify the right moment to reach out, send the right message, and follow up consistently. Just faster, more reliably, and across 15,000 customers simultaneously without missing a single opportunity.
At LeadHook.co, we specialise in designing and building custom AI automation solutions that drive real, measurable value. Not just impressive-looking workflows that don't benefit your business and have no measurable outcome.
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