Fitness meets AI: how FITSEVENELEVEN unlocks new member growth

With more than 30 BODYCLUBS, FITSEVENELEVEN is one of the most successful fitness brands in the Rhine-Main region. Different club concepts, a wide range of classes, corporate fitness offers and some clubs open 24/7 make for a strong member experience – but also bring high complexity to customer service. Members and prospects expect answers not just during the day, but exactly when their questions come up: before signing up, after a club visit or late at night on their smartphone.

When growth meets manual processes

Before working with melibo, customer service at FITSEVENELEVEN was largely manual. At first, much of it ran through Outlook; later, after the service phone line was closed, the team focused mainly on email and the Freshdesk ticket system. But as the company kept growing, scalable processes were missing. The goal was clear: relieve support without compromising quality or the service experience.

A classic knowledge base already existed, but could only partly absorb the rising request volume. So they weren't looking for AI that just assists agents, but a solution that handles recurring issues on its own and gives customers the right answer in the first contact wherever possible. That's where melibo won them over – with Ticket Automation, the Knowledge Hub and the ability to structure topics cleanly and use them across channels.

Why melibo was the right fit for FITSEVENELEVEN

For FITSEVENELEVEN, practical value was decisive. The existing AI in the helpdesk did support agents, but didn't deliver the autonomous solution needed for the specific use case. FITSEVENELEVEN needed an approach where requests aren't just prepared, but resolved directly wherever possible. Together with melibo, the knowledge structure was built so members and prospects get to the right information faster – and the support team has to step in manually far less.

The chatbot becomes a sales channel, not just a support channel

Especially exciting: at FITSEVENELEVEN, the melibo chatbot shows not only efficiency potential in support, but also huge potential in sales. Almost 50% of chatbot requests are about new memberships. The chat becomes not only a service channel, but also a digital front door for prospects who want to learn about plans, club models, start dates or corporate fitness. For a brand that's expanding, that's a strategic advantage.

Maxx Müller, Head of Customer Service at FITSEVENELEVEN, draws a clear conclusion:
"Ticket automation is running brilliantly. We cover almost 31% of first-level support with melibo."

From cancellations to contract changes: automation in everyday gym life

The leverage is especially strong for cancellations. 16% of requests at FITSEVENELEVEN fall into this area. This used to mean saving documents, opening profiles, entering cancellations and sending confirmations manually. Today, the process for regular cancellations runs automatically – including the trigger and sending of the cancellation confirmation via the CRM system. That saves time, reduces sources of error and takes a particularly time-consuming service process off the team's hands.

But cancellations are only part of the picture. Beyond them, request volume is spread across many smaller but still relevant topics: payment methods, chargebacks, upgrades and downgrades, term changes, bank details, complaints, events or questions about training plans. This breadth is typical for the fitness industry – and shows why structured automation is so valuable. Instead of just catching a few top topics, you get a system that can handle a very diverse mix of requests.

How the Magicline integration takes automation to the next level

What we've described so far – cancellations, contract requests, club information – are processes melibo solves via Ticket Automation and the Knowledge Hub. But a key part of the collaboration with FITSEVENELEVEN goes one step further: the direct system connection via Magicline.

What is Magicline? Magicline is the leading studio management system in the German-speaking fitness market. It's the central data source for memberships, contracts, bookings, payments and customer master data – the operational heart of a modern gym. The open Magicline API lets you retrieve and control this data and these processes programmatically.

That's exactly where the melibo integration comes in. Instead of just providing information, melibo AI agents can act directly in Magicline – fully automated, in real time and without human intervention.

What that means in practice

At FITSEVENELEVEN, three use cases are currently live via the Magicline connection:

Cancel membership: When a member submits a cancellation, the AI agent checks the contract data in Magicline, processes the cancellation directly in the system and sends the confirmation – fully automatically, with no agent stepping in manually.

Book appointments: Members can check class slots in the chat and book them directly. The agent reads available times from Magicline, checks bookability for the member and writes the booking back to the system.

View customer data: For account-related requests – such as contract terms, payment status or membership details – the AI agent can retrieve the relevant data from Magicline in real time and show it to the member directly in the chat, with no waiting and no handoff.

Why this is a paradigm shift

Classic chatbots deliver answers. melibo AI agents connected to Magicline get things done. The difference is crucial: a member who wants to cancel doesn't get instructions on how to cancel – they get confirmation that the cancellation is done. Anyone who wants to book a class doesn't get a link to the booking portal – the booking is already in the system when the conversation ends.

For a growing fitness network like FITSEVENELEVEN with over 30 clubs, that means service processes scale with member numbers without the team growing proportionally. Every automated cancellation, every self-booked class, every answered account request is a task no one has to touch anymore.

The potential is far from exhausted

The Magicline API offers far more than the endpoints used today. Payment processing, lead management, trial session bookings, staff scheduling – all of this can be automated via the same infrastructure. For FITSEVENELEVEN and any other fitness provider using Magicline, the melibo integration opens a clear path: away from reactive support, toward an AI agent that operates independently within its own system landscape.

What other gyms can learn from this

FITSEVENELEVEN's success story shows impressively: AI chatbots and Ticket Automation aren't just an e-commerce topic. Wherever recurring requests, scarce service resources, digital contract models and high availability come together, there's huge automation leverage. In fitness, the processes just have different names: cancellation instead of return, contract change instead of address change, club access instead of order status. The potential is at least as big.

A look ahead

For FITSEVENELEVEN, today's automation isn't the end – it's the beginning. Together with melibo, the plan is to unlock more potential in sales and expand the existing knowledge structure further. The goal: customer service that doesn't just relieve the team, but actively contributes to growth.

Conclusion

The collaboration between FITSEVENELEVEN and melibo shows how relevant modern customer service automation is for gyms too. Recurring service processes are automated, complex issues handled more precisely and new memberships captured better. For gym chains in the DACH region, the message is clear: if you think customer service and growth together, AI already lets you work noticeably more efficiently, faster and more scalably today.

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