From first DM to the day-63 upsell: a GoHighLevel CRM and sales system for an Australian online coaching business
An Australian online fitness coaching business sells 12-week programs, with leads arriving from Instagram, Meta ads, lead magnets, email and referrals. Working through its marketing agency, we built a full GoHighLevel sales system that tags every lead's source, assigns the right setter, books calls, takes payment, starts onboarding and offers the next program on day 63.
- New lead
- Setter
- Call booked
- Paid
- Day 63
Snapshot
- Client type
- Online fitness coaching business, built through a marketing agency
- Country
- Australia
- Industry
- Education & coaching
- System
- AI Automations
- Use cases
- Lead capture and routing · social DM lead capture · lead nurture · appointment setting · deal pipeline · sales team assignment · client onboarding · payment workflows · upsell · reactivation · internal comms
- Stack
- GoHighLevel · Slack · Stripe · Meta Pixel · Google Meet
- Timeline
- Delivered in June–July 2026
- Headline numbers
- 5 lead magnets · 4 program tiers · 12-week program · upsell on day 63 · 45-minute calls with 10-minute buffers
What did the client need?
Capture every lead from every source, give it to the right setter fast, and keep every lead and client moving without manual follow-up.What did we build?
One GoHighLevel sub-account mapped state by state, from first touch to win-back, with Slack alerts and Stripe payments.How does it run day to day?
Every lead state has its own automation, so no routine follow-up depends on someone remembering.
What did the client need?
Leads arrived from the Instagram bio link, keyword comments, story replies, setters' own DMs, Meta ads, lead magnets, email and referrals. Without one system there was no reliable way to see which source a lead came from, which setter should work it, or whether anyone had followed up.
The sales team is split into appointment setters and closers, and commission depends on who sourced and who closed each sale. Leads who don't book, don't show or don't buy need following up, and clients finishing a 12-week program need to be offered the next phase before they drift away.
What did we build?
- Account, roles and compliance. A branded sub-account with least-access roles for an admin, a sales manager, two setters, two Instagram DM setters and two closers, plus two-factor authentication. The SMS number is registered for Australian compliance, the email domain is authenticated, and every marketing email carries an unsubscribe footer under Australia's Spam Act 2003.
- Source tracking. Every lead is tagged with its source and campaign on entry, from a library of UTM links: organic, paid, email, referral and one link per setter, so a lead a setter finds is credited to them automatically.
- Forms, lead magnets and DM flows. A mobile lead form with the booking calendar on its thank-you page; five lead magnets, each with its own squeeze page and nurture sequence; and Instagram and Facebook DM flows for keyword comments, bio-link clicks, story replies and cold subscribers.
- Two pipelines. Organic and paid leads run through separate pipelines with the same stages, from new lead to active client, upsell pending and churned.
- Setter assignment. The setter who found a lead keeps it. Everyone else's leads are assigned by round-robin, with a cap on each setter's active leads.
- Slack alerts. Channels by function, a private queue per setter and closer, and automatic messages for new leads, calls booked, sales won and no-shows.
- Booking. A calendar per closer, round-robin across closers, 45-minute calls with 10-minute buffers, and confirmation and reminder messages by email and SMS.
- Payments and onboarding. Stripe payment links and payment plans for each of the four program tiers. A successful payment moves the deal, tags the client, posts to Slack, sends the onboarding email and sets the program end and upsell dates.
How does it run day to day?
| When this happens | The system |
|---|---|
| A new lead arrives | Tags the source, assigns a setter, alerts Slack |
| A call is booked | Confirms by email and SMS, alerts Slack, sends reminders |
| A lead doesn't show | Moves them to no-show, alerts Slack, prompts one more attempt, sends re-engagement emails |
| A call ends without a sale | Sends follow-up emails over two weeks and an SMS check-in, and alerts the setter after 3 days unpaid |
| A payment succeeds | Moves the deal to won and active, starts onboarding and sets the upsell date |
| A payment fails | Sends a retry or update-card SMS and email |
| A lead goes quiet for 7 days | Tags them cold and follows up on days 7, 14 and 30 |
| Day 63 of the program | Moves the client to upsell pending, assigns a closer and sends the continuation offer |
| A client churns | Sends win-back emails on days 7, 21 and 45 |
Every lead and deal carries a setter and a closer at all times, so every sale is credited correctly for commission.
What were the results?
We don't have sales or conversion figures to publish. What was delivered is a complete sales system with an automation for every lead state, from first DM to win-back. Every entry point, Slack message and lead magnet flow was tested end to end with dummy leads before go-live.
- Lead magnets, each with its own nurture sequenceDelivered build
- Day 63Upsell starts, three weeks before the program endsDelivered build
- Separate pipelines for organic and paid leadsDelivered build
What did we learn, and what are the limits?
- Map every lead state before building anything. Writing the automation map first, one row per state, showed where follow-up would otherwise fall to memory.
- Tag the source at the door. A separate entry page and UTM link per source means each lead is tagged on arrival, not guessed later.
- Respect who found the lead. Round-robin only covers unclaimed leads, and setter links make the credit automatic, which matters when commission is at stake.
- Let the payment drive the handover. A successful payment moves the deal, tags the client, alerts the team and starts onboarding, so nobody has to remember the steps after a sale.
- Least access by default. Setters and closers can't delete records or see billing. Role templates set up before hiring made each new seat quick and safe to add.