Fitness Passport
New-market entry · incubator · agent accelerator · signals motion
Mid-market GTM built from zero (incubator stack, agent accelerator, and signals-driven capture). 50 deals and ~$1.08M gross profit on $245K invested in seven weeks live.
Objective: design and operate a mid-market GTM engine for the 250–1,500 EE segment, separate from enterprise and referral-led sales. Timeframe: ~H1 FY26 pilot, with live activity Jul–Jan.
The engine as sources, processors, sinks.
Each node is something this engagement actually did. Signal in on the left (sources feeding processors, processors producing sinks), outcome on the right.
What we walked into.
Fitness Passport, a leading corporate wellness provider across ANZ, had a well-established enterprise and referral motion but no dedicated infrastructure for mid-market employers (250–1,500 EEs). The segment was reachable and willing to buy. The constraint was the absence of a GTM engine built specifically for it.
The mandate: design, build, and operate an isolated mid-market motion that could capture existing demand, create new demand, and hand off digital-first deals cleanly, without pulling resources from enterprise sales or creating CNC conflicts in the existing pipeline.
The shipped work.
Stand up a full mid-market GTM program in seven weeks. Build an isolated stack (Pipedrive, Dreamdata, Clay, Dealfront, Apollo, Aircall, Fireflies, Calendly, Framer) wired to a microsite and AU landing experience purpose-built for the segment.
Deploy demand capture across Google Ads, LinkedIn Ads, and brand/direct channels. Configure CRM handover with CNC-aware routing. Hire and onboard XDR with talk tracks and discovery flows ready on day one.
Wire AI into the jobs where it compounds: a voice agent for SDR support, an eligibility-checker tool to pre-qualify inbound, and API-driven handover packs combining Fireflies call summaries with CRM data into one structured doc per deal. Layer on performance dashboards and program WIP tracking throughout.
What it produced.
Full GTM program live in 7 weeks. ~10 tools integrated. 3–5× faster than a comparable internal stand-up.
Pilot results (Aug 2025–Jan 2026, conservative cut): 50 deals landed across ~40,000 eligible employees (average ~739 EE per deal). $245K total invested (implementation + management + media + resources + software). ~$1.08M gross profit at conservative 40% GPM → ~4.4x ROIC. Cost per deal: ~$4,908 · CAC per EE: ~$6.
Forward forecast (bottoms-up, conservative): Y1 revenue $2.67M at 6% activation, $104/mo membership → ~415% ROI on $519K Y1 opex. Y2 revenue $7.66M with full cohort annualisation → ~637% ROI.
Channel economics: brand $3–$10 per form · Google Ads $150–$300 per company conversion · LinkedIn $200–$300 per lead. Form-to-Calendly routing generated 72+ calendar engagements. Clay + CRM webhooks auto-enriched accounts with 5+ verified contacts per company.
First fully digital deal journey, cold to commit, without enterprise field sales involvement. Proved mid-market employers will buy on a digital-first path.
The honest read.
Isolated stack. An independent GTM pod on a clean stack meant the new motion did not compete with enterprise sales for attention, tooling, or CRM space. Handover quality stayed high while internal pressure stayed low.
AI aimed at the right jobs. The eligibility checker captured size, region, product fit, and stated interest before any human touch; API-driven handover packs cut handover effort by roughly 50%. The constraint was where AI was not used (broad copy generation), which kept signal quality high.
Governance matters as much as media. TAM was resized several times as industry exclusions, facility gaps, and regional limits clarified. End-state TAM was closer to ~700 EEs than the original model assumed. Activation lag (handover → member sign-up often >90 days) and undocumented CNC/CAMS processes drove rework. Without RevOps guardrails and explicit account ownership, a high-performing GTM pod can have its gains absorbed by the larger system around it.
The tools wired into this engine.
Vendor list reads flat. The configuration is what makes it operate.
Want one of these for your engine?
Each of these started as a single audit or a scoped setup sprint, not a blank retainer. Book a call and we will map the smallest useful step.