How Synergym Answers 85% of Member Questions Instantly While Opening a New Gym Every Week

HubSpot provides a suite of marketing, sales, and service software. In this case study, the key products used are Service Hub (for support operations) and Marketing Hub (for member journey workflows), along with Breeze Customer Agent — an AI-powered support agent that resolves member queries autonomously using a maintained knowledge base — and Breeze Data Agent for predictive retention scoring.

Synergym is a Spanish smart-price fitness chain founded in 2013 in Málaga. With 170+ clubs and a mission to make fitness accessible to everyone, it is one of Spain's fastest-growing gym operators, backed by a EUR 70 million financing agreement and targeting 200+ locations by 2026.

Synergym grew from 24 clubs in 2019 to more than 160 by 2025, opening roughly one new gym every week. This rapid growth created an overwhelming volume of member support requests — about pricing, membership freezes, new location details — that a support team of just three people could not handle. Response times slipped, queues grew, and unanswered messages led to lost sign-ups and member cancellations. The team was stretched beyond capacity, and the math was not in their favor.

Synergym implemented HubSpot's Service Hub with help from partner Biatic, establishing a proper support foundation. They then activated HubSpot's Breeze Customer Agent, an AI-powered agent that works directly from contact and member data already in HubSpot. Customer Agent handles inbound member queries autonomously, pulling answers from an actively maintained knowledge base, and escalates to a human only when it cannot find a clear answer or detects a signal that a person is needed. On the marketing side, Marketing Hub workflows support the full member journey from first contact to sign-up and ongoing engagement. Synergym also began using Breeze Data Agent to build a retention score predicting which members are most likely to cancel.

Synergym implemented Service Hub with implementation partner Biatic. The team activated Breeze Customer Agent and built out a knowledge base that human agents continuously expand and improve. Customer Agent handles all inbound queries at any hour, escalating only the 15% that require human judgment. Marketing Hub workflows were configured to move prospects through the sign-up funnel and keep existing members engaged. The team also began using Breeze Data Agent to develop a predictive retention score, with plans to connect it to their call centre so agents can prioritise at-risk members.

Member satisfaction scores improved as the human team now handles only the 15% of queries that genuinely require them. Sign-up conversion rates are up by 40% through Marketing Hub workflows. The retention prediction model (Breeze Data Agent) correlates with actual cancellations at over 80% accuracy. Synergym continues to open new locations at pace while the support infrastructure scales without additional headcount.