OTF Lead Engine
Funnel walkthrough · Woburn
Woburn, MA
End-to-end funnel preview

EVERY CLICK. EVERY TEXT.
EVERY BOOKED CLASS.

A full walkthrough of the lead acquisition engine built for Orangetheory Woburn. From the first Meta impression to a confirmed intro class — every step automated, every handoff documented.

Scroll the funnel
01STEP 1 · AWARENESS

META ADS IN THE FEED

A lead sees the ad on Facebook or Instagram, gets intrigued, and fills out a Meta lead form in under 60 seconds. Name, phone, email — captured automatically. The lead is immediately redirected to the Woburn landing page with an embedded Calendly booking widget.

9:41
Instagram
OTF
orangetheory.woburn
Sponsored · Woburn, MA
Your body keeps burning for 36 hours after class.
Science-backed. Coach-led. First class free in Woburn.
orangetheory.com/woburnBook Free Class
Active creative variants
Static banner library
02STEP 2 · LANDING PAGE

SINGLE-PURPOSE LANDING PAGE

The landing page has one job: get the lead to book their free intro class. There is no navigation, no distractions, no links out. The Calendly widget is embedded directly on the page showing available intro slots at Orangetheory Woburn. The lead picks a time and confirms. From this point the funnel splits into two paths: booked, or not booked.

🔒 woburn.true-conversions.com
Live embed of woburn.true-conversions.com — open in a new tab for full-page view.
03STEP 3 · OUTBOUND · NOT BOOKED PATH

AI VOICE AGENT CALLS THE NO-BOOKERS

If a lead leaves the landing page without booking, the AI voice agent — John — takes over immediately. John's goal is simple: answer questions and get the lead booked into Calendly. John makes two call attempts on the same day the lead came in. Simultaneously, the first SMS of the lead nurture sequence fires right away — the lead is never left waiting in silence. If John cannot reach the lead or the lead does not book after both attempts, the full lead nurture sequence takes over from Day 1 onward.

9:41
Active call · 02:14
J
John · OTF Woburn
+1 (978) 555-0142 · mobile
AI Voice Agent
Live transcript
John (AI)
Hi, is this Alex? This is John calling from Orangetheory Woburn — I saw you grabbed our free class offer earlier today, do you have a quick second?
Lead
Yeah, sure — go ahead.
John (AI)
Awesome, I won't keep you long. I just wanted to help you lock in a time before the weekend slots fill up. Are you thinking morning or evening?
Lead
Probably mornings, around 6am if you have it.
John (AI)
Perfect — 6am is our most popular slot. I'm looking at Tuesday, Thursday, or Saturday this week. Which one works best for you?
Lead
Saturday.
John (AI)
Locking in Saturday at 6am at the Woburn studio. You'll get a confirmation text, email, and calendar invite in about 30 seconds. Please arrive 30 minutes early so we can fit your heart-rate monitor and show you around. Sound good?

How the voice agent works

Trigger
If a lead leaves the landing page without booking, the AI voice agent — John — takes over immediately.
Goal
John's goal is simple: answer questions and get the lead booked into Calendly.
Cadence
John makes two call attempts on the same day the lead came in.
Parallel SMS
Simultaneously, the first SMS of the lead nurture sequence fires right away — the lead is never left waiting in silence.
Hand-off
If John cannot reach the lead or the lead does not book after both attempts, the full lead nurture sequence takes over from Day 1 onward.
04STEP 4 · BOOKED PATH · REFERRIZER AUTOMATION

CALENDLY FIRES THE BOOKING CONFIRMATION STACK

The moment a lead books — whether they self-booked on the landing page or John got them over the line — Calendly triggers the booking confirmation sequence through Referrizer. Three touches fire automatically.

TOUCH 1 · IMMEDIATE · SMS
SMS
Hi [First Name]! You're booked for your first Orangetheory class at Woburn on [Date] at [Time]. Plan to arrive 30 minutes early for your orientation. Bring water, a towel, and comfortable clothes. Questions? Call us at (781) 938-0028. Can't wait to meet you! 🧡
via Twilio · OTF Short Code
TOUCH 1 · IMMEDIATE · EMAIL
Email
From: hello@orangetheory.com
You're booked, [First Name] — here's everything you need for your first class

You're all set for your first Orangetheory class at Woburn. We're excited to have you. Your class details: Date: [Class Date] | Time: [Class Time] | Location: Orangetheory Fitness Woburn, 348 Cambridge Rd, Woburn, MA 01801 Before you arrive: Show up 30 minutes early for a quick orientation with your coach. Wear comfortable workout clothes, bring a small water bottle and a towel. Want to know what to expect? orangetheory.com/en-us/workout Need to reschedule? Call the studio directly at (781) 938-0028. Do not reply to this email.

TOUCH 2 · 24 HOURS BEFORE CLASS · SMS
SMS
Hey [First Name]! Just a reminder — your first Orangetheory class at Woburn is tomorrow at [Time]. Remember to arrive 30 minutes early for your orientation. Check out what to expect: orangetheory.com/en-us/workout 🧡 Need to reschedule? Call (781) 938-0028.
via Twilio · OTF Short Code
TOUCH 2 · 24 HOURS BEFORE CLASS · EMAIL
Email
From: hello@orangetheory.com
Your first OTF class is tomorrow, [First Name] — a few things to know

Your first Orangetheory class at Woburn is tomorrow at [Class Time]. Arrive 30 minutes early for orientation with your coach. Bring comfortable workout clothes, a water bottle, and a towel. Watch what a class looks like: orangetheory.com/en-us/workout. Need to reschedule? Call (781) 938-0028 as soon as you can.

TOUCH 3 · 2 HOURS BEFORE CLASS · SMS
SMS
Hey [First Name]! Your OTF Woburn class is in 2 hours at [Time]. Head out so you arrive by [Arrival Time] for your orientation. You've got this! 🧡 Questions? (781) 938-0028
via Twilio · OTF Short Code
TOUCH 3 · 2 HOURS BEFORE CLASS · EMAIL
Email
From: hello@orangetheory.com
Your class is in 2 hours, [First Name] — you've got this

Your first Orangetheory class at Woburn starts at [Class Time] — that's in 2 hours. Quick checklist: Arrive at [Arrival Time] for your orientation | Water bottle packed | Towel packed | Comfortable clothes on. Your coach will take care of everything else. See you soon. 📞 (781) 938-0028

Integration mapMeta Lead AdZapierReferrizer (Tag: Lead)Calendly bookingReferrizer (Tag: Booked)
05STEP 5 · NOT BOOKED · REFERRIZER AUTOMATION · 5 STEPS · 9 DAYS

LEAD NURTURE SEQUENCE

For leads who did not book after the landing page visit and after John's two call attempts, the lead nurture sequence runs automatically through Referrizer. SMS fires one day, email fires the next. Every message carries a direct booking link.

RAutomated via Referrizer·Triggered by Referrizer tag event → sequence auto-pauses on booking, reply, or unsubscribe.
1
DAY 1 (SMS) / DAY 2 (Email)
First touch — ask the question
OTF
OTF Woburn
+1 (978) 555-0142 · Text Message
Today 9:14 AM
Hey [First Name]! This is [Coach Name] from Orangetheory Woburn. Before your free class, one question: 60 days from now, what do you want to feel different about — not in a photo, but in how you actually live? (Reply right here — I read every one.)
Delivered
Text Message
Inbox
New
OTF
Orangetheory Woburn
9:14 AM
to alex@email.com
Quick question, [First Name] 👋

Hey [First Name], Welcome — your free class at Orangetheory Woburn is locked in, and we're genuinely glad you're coming in. Before you do, here's the one thing we ask every new member: 60 days from now, what do you most want to feel different about? Not how you look in a photo — how you actually live. More energy at 4pm. Stairs that don't wind you. Strength that still shows up at 50 and 60. Sleep that resets you. There's no wrong answer. But knowing yours helps your coach make your first class count — as a starting point, not just a workout. Hit reply and tell me. I'll make sure your coach knows before you walk in. See you soon, [Coach Name] | Orangetheory Woburn | 348 Cambridge Rd, Woburn | (781) 938-0028

via Referrizer · unsubscribe
2
DAY 3 (SMS) / DAY 4 (Email)
What OTF actually is — strength first
OTF
OTF Woburn
+1 (978) 555-0142 · Text Message
Today 9:14 AM
Hey [First Name] — quick picture of what you're walking into: Orangetheory is a 60-min, coach-led class built on strength + cardio. Real lifting on the floor — dumbbells, rowing, treadmill — coached the whole way. You leave stronger, not just sweatier. That's the part that holds up as you age. Your free class at Woburn is still waiting: [BOOK LINK]
Delivered
Text Message
Inbox
New
OTF
Orangetheory Woburn
9:14 AM
to alex@email.com
Here's exactly what happens in a class 💪

Hey [First Name], If you've never done Orangetheory, here's what to expect — no surprises. 60 MINUTES, COACH-LED, START TO FINISH — Fully structured. You show up; we handle the rest. STRENGTH IS THE POINT — The floor block is real strength training — dumbbells, benches, functional work — programmed to build muscle, not just burn through a circuit. This is the part that changes how you move at 40, 50, 60. CARDIO THAT BACKS IT UP — Treadmill and rower built around the strength work, for a heart and lungs that keep up with the rest of you. The format changes daily, so you never plateau and never get bored. DATA YOU CAN ACTUALLY USE — Heart-rate monitor included. You see your effort live and get a full breakdown after — so progress is something you can measure, not guess at. A COACH IN THE ROOM THE WHOLE TIME — Correcting form, adjusting load, knowing your name. Not watching from a desk. Members average 8.6% body fat lost and 2.6% lean muscle gained in 8 weeks across 18 classes. That's not a promise — that's the data. Your free class at Woburn is ready whenever you are. [BOOK YOUR FREE CLASS] [Coach Name] | Orangetheory Woburn | 348 Cambridge Rd, Woburn

via Referrizer · unsubscribe
3
DAY 5 (SMS) / DAY 6 (Email)
Keep your strength — GLP-1 angle
OTF
OTF Woburn
+1 (978) 555-0142 · Text Message
Today 9:14 AM
Hey [First Name] — one thing worth knowing, especially if you're on a GLP-1 or thinking about it: When the weight comes off, you want it to be fat — not muscle. Strength training is what protects that, and it's exactly what our floor block is built to do. Keep your strength while you lose the weight. Come try it free at Woburn: [BOOK LINK]
Delivered
Text Message
Inbox
New
OTF
Orangetheory Woburn
9:14 AM
to alex@email.com
If you're losing weight, read this first

Hey [First Name], Quick and honest one — because a lot of people coming in right now are working on losing weight, whether through a GLP-1, a new routine, or both. Here's the part that often gets missed: when you lose weight, some of what comes off is muscle. And muscle is exactly what keeps you strong, keeps your metabolism up, and keeps your results from sliding back. So the goal isn't just 'lose weight.' It's lose fat, keep your strength. That's what a class like Orangetheory is built for. The strength block is programmed to hold onto — and build — muscle while the rest of your plan does its work. You're not just burning calories; you're protecting the body underneath them. No commitment, no pressure. Just come see how it feels. [BOOK YOUR FREE CLASS AT WOBURN] [Coach Name] | Orangetheory Woburn | 348 Cambridge Rd, Woburn

via Referrizer · unsubscribe
4
DAY 7 (SMS) / DAY 8 (Email)
Social proof + community
OTF
OTF Woburn
+1 (978) 555-0142 · Text Message
Today 9:14 AM
Hey [First Name] — here's what people right here in Woburn say (notice it's never only about the workout): "Best workout in 60 minutes hands down. Between family and work my time is limited. With Orangetheory all I have to do is schedule and show up — the rest is guided from there." — Google reviewer The coaches and the room are why people keep coming back. Your free class is waiting: [BOOK LINK]
Delivered
Text Message
Inbox
New
OTF
Orangetheory Woburn
9:14 AM
to alex@email.com
What your neighbors say about OTF Woburn ⭐

Hey [First Name], We could tell you how good it is. Your neighbors say it better — and notice how often it's about the people, not just the workout: ★★★★★ "Best workout in 60 minutes hands down. Between family and work my time is limited. With Orangetheory all I have to do is schedule and show up — the rest is guided from there." — Google reviewer, Woburn 4.7 stars across 105 Google reviews. Here's what those reviews have in common: nobody's doing this alone. The coach knows your name. The person on the tread next to you is glad you came back. That's the part an app can't give you. Your first class is still free, [First Name] — no commitment, no pressure. Just one hour to find out if this room is yours. [BOOK YOUR FREE CLASS AT WOBURN] [Coach Name] | Orangetheory Woburn | 348 Cambridge Rd, Woburn

via Referrizer · unsubscribe
5
DAY 9 (SMS + Email)
Final call — urgency close
OTF
OTF Woburn
+1 (978) 555-0142 · Text Message
Today 9:14 AM
Hey [First Name] — last nudge, promise. Your free class at Orangetheory Woburn expires soon. 60 minutes that are just yours — no phone, no inbox, just you getting stronger. Come use it. [BOOK NOW] If the timing's off, reply and I'll see what I can do. We want you in here.
Delivered
Text Message
Inbox
New
OTF
Orangetheory Woburn
9:14 AM
to alex@email.com
Your free class expires soon, [First Name]

Hey [First Name], Last email about your free class — I don't want to be that studio. But I want to make sure you know it expires soon at Orangetheory Woburn, and once it's gone, it's gone. Here's the reframe: this isn't one more thing on your list. It's the one hour that makes the rest of the list easier — more energy, a clearer head, a body that holds up. Sixty minutes. Free. Coach in the room. No commitment. Every week you wait is a week of that you don't get back. [CLAIM YOUR FREE CLASS — WOBURN] If the timing genuinely isn't right, reply and tell me — I'll hold your spot as long as I can. [Coach Name] | Orangetheory Woburn | 348 Cambridge Rd, Woburn | (781) 938-0028

via Referrizer · unsubscribe
06STEP 6 · NO-SHOW PATH · REFERRIZER AUTOMATION · 4 TOUCHES

NO-SHOWS GET THE WARM COMEBACK

When a lead booked their intro class but didn't show up, the no-show sequence fires automatically through Referrizer. The goal is simple: get them rebooked before the momentum dies. The tone is warm, not pushy — they already said yes once.

RAutomated via Referrizer·Triggered by Referrizer tag event → sequence auto-pauses on booking, reply, or unsubscribe.
1
SAME DAY (2 hours after missed class time)
TOUCH 1
OTF
OTF Woburn
+1 (978) 555-0142 · Text Message
Today 9:14 AM
Hey [First Name] — we missed you today at Orangetheory Woburn! Life happens. Your free intro class is still yours — just pick a new time and we'll have everything ready for you. [REBOOK LINK] 🧡
Delivered
Text Message
Inbox
New
OTF
Orangetheory Woburn
9:14 AM
to alex@email.com
We missed you today, [First Name]

Hey [First Name], We had your spot ready this morning and hope everything's okay. Your free intro class at Orangetheory Woburn is still waiting for you — it doesn't expire because you missed today. Pick a time that works and we'll be there. [REBOOK YOUR FREE CLASS] See you soon, The OTF Woburn Team | 348 Cambridge Rd, Woburn | (781) 938-0028

via Referrizer · unsubscribe
2
DAY 2 (24 hours after no-show)
TOUCH 2
OTF
OTF Woburn
+1 (978) 555-0142 · Text Message
Today 9:14 AM
Hey [First Name] — [Coach Name] here from OTF Woburn. Just wanted to check in. Your free class is still on us — no questions asked. Whenever you're ready: [REBOOK LINK]
Delivered
Text Message
Inbox
New
OTF
Orangetheory Woburn
9:14 AM
to alex@email.com
Your free class is still waiting, [First Name]

Hey [First Name], No pressure at all — we just wanted to make sure you knew your free intro class at Orangetheory Woburn is still yours. We hold it open because we genuinely want you to experience what happens in that room. It takes one class to understand why people keep coming back. When you're ready, we're here. [REBOOK YOUR FREE CLASS] [Coach Name] | Orangetheory Woburn | 348 Cambridge Rd, Woburn

via Referrizer · unsubscribe
3
DAY 5
TOUCH 3
OTF
OTF Woburn
+1 (978) 555-0142 · Text Message
Today 9:14 AM
Hey [First Name] — one thing we hear all the time from people after their first class: "I wish I'd done this sooner." Your free class at OTF Woburn is still open. Come find out why. [REBOOK LINK] 🧡
Delivered
Text Message
Inbox
New
OTF
Orangetheory Woburn
9:14 AM
to alex@email.com
"I wish I'd done this sooner." — OTF Woburn

Hey [First Name], That's the one thing we hear most after a first class at Orangetheory. Not 'that was hard' — though it is. Not 'I'm sore' — though you might be. It's: "I wish I'd done this sooner." Your free intro is still waiting. One hour. Coach in the room. No commitment. [REBOOK YOUR FREE CLASS AT WOBURN] [Coach Name] | Orangetheory Woburn | 348 Cambridge Rd, Woburn

via Referrizer · unsubscribe
4
DAY 9 (Final touch)
TOUCH 4
OTF
OTF Woburn
+1 (978) 555-0142 · Text Message
Today 9:14 AM
Hey [First Name] — last one, promise. Your free class at OTF Woburn is about to expire. 60 minutes, completely free, coach-led. Come use it before it's gone. [REBOOK NOW] If something came up, just reply — we'll work it out.
Delivered
Text Message
Inbox
New
OTF
Orangetheory Woburn
9:14 AM
to alex@email.com
Last chance — your free class expires soon, [First Name]

Hey [First Name], This is the last nudge on your free intro class at Orangetheory Woburn. We don't want it to go to waste — you already took the first step by signing up. All that's left is showing up. 60 minutes. Free. A coach who knows your name. No commitment after. If the timing is genuinely off, reply and tell me — I'll see what I can do. [CLAIM YOUR FREE CLASS — WOBURN] [Coach Name] | Orangetheory Woburn | 348 Cambridge Rd, Woburn | (781) 938-0028

via Referrizer · unsubscribe
07STEP 7 · MANUAL · OTF WOBURN TEAM

MORE THAN A BOOKER — THE TEAM CLOSES THE LOOP

Automation handles the volume. The Woburn team handles the moments that matter. Three manual actions keep the entire system accurate.

01

ACTION 01

BOOK THE INTRO INTO MBO

When a lead books via Calendly, the team manually books them into the corresponding MBO class and removes the MBO placeholder. If the team books a lead by phone, they book in MBO first, then manually add the lead into Calendly to trigger the automated confirmation sequence.

02

ACTION 02

MANAGE PLACEHOLDERS BEFORE EACH CLASS

Before every class, the team checks MBO. If no intro is booked for that slot, the placeholder is removed. If there's a waitlist, manage it here.

03

ACTION 03

UPDATE LEAD STATUS IN REFERRIZER AFTER THE INTRO

This is the most important step. After each intro class, the team moves the lead to the correct stage in the Referrizer pipeline: Showed Up → triggers the membership conversion follow-up No-Show → triggers the no-show comeback sequence Sale → logs the conversion and closes the loop Canceled → triggers the relevant re-engagement path Without this step, the wrong automated sequence fires — or nothing fires at all.