Fitness tech / Customer retention · IMARA Labs
One Deals object was running three different businesses through 21 stages.
IMARA Labs builds customer retention software for gyms. Their Attio instinct was good and the gym schema was genuinely well thought through. Two things held it back: one Deals object was doing three completely different jobs at once, and nothing ran after the sale. For a customer-retention company, the CRM did not retain its own customers.
Free 48h audit
Engagement
21
Stages in one field
3
Motions sharing it
6
Lists built, then unused
0
Reports found
The problem.
The hard part was already done. The gym schema was well thought through, covering ERP software, locations, legal form, decision maker, and whether the gym runs its own app. Stages existed for partners and investors. They knew their business.
But one Deals object carried three motions through a single 21-stage status field: selling to gyms, signing reward partners, and raising the round. A workflow triggered on deal creation cannot tell which process it is in, so it misfired. That is exactly what happened, and investor records ended up labelled as gyms by an auto-labelling workflow.
Nothing ran after Won. Won gyms appeared in no onboarding or customer-success view. A purpose-built Customer Success list, with onboarding, health, ARR, and CSM fields already on it, sat completely empty. This was the highest-leverage gap in the workspace, and one automation closes it.
Underneath: six lists built and empty, three of them overlapping, all sitting on Companies while sales ran on Deals, so won deals never flowed in. A backlog of overdue tasks going back to the previous year, many with no deadline at all, which means no reminder could ever fire. And no reports, so no pipeline, win-rate, or fundraising visibility.
Objectives.
- Separate the three motions so each has its own pipeline and its own stage ladder.
- Carry the customer past Won, into a customer-success list that actually gets used.
- Make overdue tasks audible, and make every task remindable.
- Give the team pipeline, win-rate, and fundraising visibility for the first time.
- Keep it light-touch and free-plan-friendly, because integrations and the API work on every Attio plan.
The data model.
The fix was routing, not rebuilding. A Pipeline select on the deal decides which motion a record belongs to, and automation sends it to the matching list. That single field is what gives the six lists a job and lets each motion have a stage ladder that fits it.
Gym Sales
The revenue motion, trimmed from a shared 21-stage field to 7 stages of its own. Gym facts (locations, ERP software) move to the Company and get filled once per gym, instead of being duplicated onto the deal.
Partner
The supply side. Reward-partner outreach gets its own 6-stage pipeline instead of a suffixed stage inside the gym ladder, and the standalone partner-acquisition list folds into it.
Investor
The raise, on its own 8-stage pipeline. Prospect type gets set from the pipeline instead of the stage, which is what was mislabelling investors as gyms in the first place.
The automations we proposed.
Five workflows existed. All were celebratory or labelling, and two of them were actively causing the mislabelling. None touched overdue tasks, stale deals, or notes.
Route by pipeline
Setting Pipeline sends the deal to the matching list and sets prospect type from the pipeline, not the stage. Replaces both auto-labelling workflows, which get deleted.
Won goes to Customer Success
A won gym flows into the customer-success list with onboarding, ARR, and CSM. The single highest-leverage automation in the workspace. The retention company finally retains its own customers.
Overdue tasks ping Slack
The headline ask. A daily check pings the owner on anything overdue or due today, instead of a silent backlog stretching back a year. Slack gets re-pointed from celebration posts to alerts.
Deadline guard
A task created without a deadline gets one. Without this the Slack alert above is blind, because a task with no deadline can never be overdue.
Stale deal nudge
Fourteen days of no activity on a deal raises a Slack ping and a follow-up task. Gym deals had been sitting untouched since early in the year, never moved and never lost.
Cold record cleanup
Un-enriched records that were never touched get archived after a week, so the mailbox sync stops silently inflating the workspace.
The calling tool.
They cold-call first, and were running Excel to phone to scribbled notes. We ran discovery on dialers with a native Attio integration, auto-notes, Austrian and German numbers, and a power dialer.
Recommended
JustCall. Native Attio integration that logs the call, recording, transcript, and AI summary onto the record within about a minute. Power dialer, AT and DE numbers, and a 2-user minimum that matches the team.
EU alternative
Ringover, for the GDPR data-residency plus. Native Attio integration and AI summaries, at a similar price. Numbers to confirm with their sales.
Ruled out
One tool prohibits cold calling outright, one has no power dialer, one has no native Attio integration, and one carries a seat minimum above their team size.
Reporting.
There were no reports at all. Three closed the gap: pipeline by stage per motion, win rate and lost reasons on gym sales (the data was already being captured, just never read), and a live fundraising tracker showing committed against target.
Results.
- Three readable pipelines instead of one 21-stage field carrying three businesses.
- A path for every won customer into customer success, with onboarding, health, and ARR.
- Tasks that always carry a deadline, surfaced in Slack before anything slips.
- A calling setup where the note writes itself, and local numbers lift answer rates.
- Pipeline, win rate, and a live fundraising tracker, where there had been no reporting at all.
- Clean numbers for the raise, and a system that carries the process instead of the founder's memory.
“George was great and the onboarding as well as the overall explanation was just amazing. He really helped us a lot and made us understand the pitfalls, the good and the bad about our system and how we use Attio so far. I would recommend him to anybody who is serious about not just understanding, but mastering their CRM hygiene and efficiency!”
Mukassa Fozing
IMARA Labs
Ready when you are.
Two ways in. Pick the friction that fits.