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What Is a Lead Score?

Lead Scores help you quickly understand which new leads are most likely to join your studio.

Each lead is automatically assigned a score out of 100. The higher the score, the stronger the fit based on key factors that influence conversion and long-term retention.

Lead Scores are designed to add helpful context—not to replace your personal judgment.

If a lead has a lower score but you know them personally or have a strong connection, you can absolutely prioritize them as needed.

Data Needed to Create a Lead Score

To keep this simple, you only need to enter:

Your studio ZIP code
The client’s ZIP code
How they found you (for example, “Referral Client” or “Walk-in”)

From there, the system automatically does the lookup and scoring—no manual calculations required.

Factors That Make Up the Score

Four factors are considered, each with a specific weight in the total:

1️⃣ Distance (up to 43 points) - How close they are to your studio

2️⃣ Income (up to 21 points) - Average income in their area

3️⃣ Fitness Affinity (up to 14 points) - How fitness-focused their neighborhood is

4️⃣ Referral Source (up to 22 points) - How they heard about you

These are the pieces of context that, over time, we’ve seen make a real difference in whether someone becomes a member.

Distance

Why it matters: Leads who live closer to the studio are more likely to visit regularly and stay engaged.

Distance	Points
0–2 miles	43
2–5 miles	35
5–10 miles	28
10–15 miles	15
15–20 miles	8
Over 20 miles	3

Example:
A lead living 9 miles away would receive 28 points for distance.

Income

Why it matters: Median household income in a lead’s area helps estimate purchasing power and likelihood to invest in memberships.

Median Income Range	Points
$150,000+	21
$120,000–$149,999	18
$100,000–$119,999	14
$80,000–$99,999	10
Under $80,000	6

Example:
A ZIP code with a $160,000 median income earns 21 points in this category.

Fitness Affinity

Why it matters: Some ZIP codes are known for strong health and fitness culture, which increases the chance that residents will value studio memberships.

How scoring works:

Leads from high-fitness areas (predefined in the system) receive 14 points.
All other areas receive 8 points by default.

Referral Source

Why it matters:
Referrals are one of the strongest predictors of conversion. Leads referred by current clients often have a higher level of trust and interest.

Here’s the table based on your REFERRAL_SCORE_MAP:

Source	Points
Referral Client	22
Referral Team	20
Referral Past Member	18
Walk-in	12
Event	10
Social Organic	9
Website Organic	9
Email Campaign	8
Search Organic	8
Wellhub	6
ClassPass	6
Social Paid	5
Search Paid	5
Email Cold Outreach	3
Social Cold Outreach	3
Advertisement	2
Out of Town	0
Unknown	0

Example:
A referral from a current client receives 22 points.

What the Final Score Means

Scores are grouped into three categories:

80–100: High-quality lead. Strong fit and high potential for conversion.
50–79: Medium-quality lead. Worth following up and nurturing.
Below 50: Lower-quality lead. May require more time or marketing before converting.

This scoring is a guide—local knowledge and personal relationships should always be part of the decision-making process.

Example Lead Breakdown

A sample lead with these details:

Distance: 9 miles
Median income: $160,000
High-fitness area
Referred by client

Factor	Points
Distance	28
Income	21
Fitness Affinity	14
Referral Source	22
Total	85

This would be considered a high-quality lead, ideal for prompt personal follow-up.

Lead Stages Overview

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