Keepme research uncovers the Gym leads lost after hours

January 9, 2025

Fitness /

Keepme, a leader in Artificial Intelligence (AI) - driven solutions for the fitness industry has conducted lead generation research which focuses on uncovering a critical trend: a significant portion of gym-related searches now happens after operational hours.

The findings are delivered in their fitness industry study 'How Many Gym Leads Are Lost After Hours?' which offers insights into how after-hours engagement impacts gym lead conversion and what you can do to capture more opportunities.

Keepme expected to see familiar search patterns - early mornings and post-work evenings. However, their research uncovered surprising shifts such as midnight and early morning surges with some regions experiencing the highest search volumes between 12:00 AM and 5:00 AM.

Keepme notes “consumer search behaviour has changed. Up to 52% of gym-related searches now happen after operational hours - but most gyms aren't equipped to capture those high-intent leads. Our latest research uncovers how and when potential members are searching for fitness solutions across Australia, the USA, UK, and Canada, revealing a massive opportunity for fitness operators ready to adapt.”

The study offers key insights:

The percentage of gym searches now occurring after operational hours in your region
When the peaks and troughs of joining intent are occurring throughout the day
Gyms leveraging 24/7 sales tools outperform competitors in lead conversion
The exact times gym prospects search for memberships in your region
The impact of ignoring after-hours searches (and how it costs you leads)
How AI-powered tools can help you engage high-intent leads at any hour
Proven strategies for aligning your lead generation with modern behaviour
The search terms prospects use to find your clubs-or your competitors

These patterns reveal a massive gap in how gyms are engaging high-intent prospects with Matt McCallum, Growth Marketing Manager, Keepme advising "While we did find peaks during these expected times, what truly stood out were the anomalies. A staggering volume of searches occurred during what most would consider ‘unsociable’ hours - midnight, 3 AM, and even 4 AM. This activity wasn’t limited to a single region or demographic; it spanned urban centers, suburban communities, and even rural areas."

This study offers a roadmap for capturing and converting after-hours interest, turning these untapped opportunities into fuel for more reliable membership growth.

Ignoring after-hours search behaviour could mean missing over half of your potential leads.

This guide gives you a data-driven blueprint to:

Capture High-Intent Leads: Learn how to engage, capture and convert late-night traffic.
Boost Conversions: Leverage automation tools like AI Sales Agents to stay responsive 24/7.
Reduce CPA & CPL: Improve conversion rates without increasing ad spend.

How Keepme Conducted the Study
Scope: Keepme analysed behaviour across four major geographies - the USA, UK, Canada, and Australia. Within these geographies, they examined over 20 distinct regions, ensuring representation of urban, suburban, and rural areas.

Data Sources: The study utilised leading online platforms, including Google Search Trends and Google Ads. By integrating these datasets, Keepme ensured a reliable and multi-faceted understanding of when and how consumers are engaging with gyms online.

Timeframes: The analysis focused on a 12-month period, spanning from October to September, allowing Keepme to identify seasonal variations, such as increased activity during New Year’s resolutions or summer fitness trends, as well as consistent year-round behaviours.

Key Metrics: Keepme prioritised several critical metrics:

After-Hours Search Volume: The percentage of searches occurring outside of typical operational hours (8:01 PM - 8:00 AM).
Operational vs. Non-Operational Hours: A comparison of search activity during gym hours and 'after hours'.
Peak Times: Identification of the most active search hours for each region.
Peak Days: Identification of the most active search days per week for each region.

Access Keepme’s full report

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