Implementing HubSpot Across Sales, Marketing, and Service at Fiter – Case Study

Fiter partnered with Digifianz to migrate and unify its Sales, Marketing, and Service processes into HubSpot, enabling multi-branch teams to operate from a single platform with full visibility across the customer lifecycle.

About Fiter:

Fiter is a fitness and wellness company based in Uruguay, operating across multiple locations and serving a large and diverse member base. The organization manages complex customer journeys that span lead acquisition, membership enrollment, renewals, reactivation campaigns, and ongoing service interactions. With teams working across different branches and shifts, Fiter requires structured processes, omnichannel communication, and clear visibility into every stage of the customer lifecycle to support both daily operations and long-term growth.

Project and Goal:

This was a large-scale HubSpot implementation due to the size and complexity of the organization. The company operates three branches across different cities in Uruguay, has a team of more than 40 people, and managed its processes across multiple disconnected platforms. The primary goal was to fully leverage HubSpot across Sales, Marketing, and Service, migrating all existing processes into a single platform and, for the first time, building structured sales processes within a CRM.

The objective was to centralize operations so the entire team could work in one unified environment, gaining full visibility into the customer journey from first interaction to the end of the lifecycle.

Main Challenges:

Before implementing HubSpot, the organization faced several significant challenges:

• A large operational scale, with multiple branches, a large team, and an extensive historical customer database to migrate and organize
  
  
• Lack of a comprehensive CRM, resulting in undefined processes and no historical metrics to evaluate performance
  
  
• Complex customer lifecycle management, where leads become members, contracts renew on different dates, former members are re-engaged through campaigns, and leads arrive through both online and offline channels
  
  
• High operational complexity when attempting to centralize all communication and data sources into one system

In this context, Digifianz’s role went beyond implementation. Strategic consulting was key to jointly designing optimized processes tailored to the client’s real operational needs, rather than simply replicating existing workflows.

Scope of Work & Implementation

Digifianz led an end-to-end implementation covering data, processes, channels, and automation. Key initiatives included:

Data Migration & CRM Foundation

• Migration of contacts, companies, and products
• Creation of custom properties for each object
• Personalization of views and records for different teams

Sales & Service Process Design

• Implementation of two Sales pipelines (New Members and Renewals)
  
  
  
  
• Implementation of two Service pipelines to manage post-sale and support processes
  
  

Omnichannel Enablement

• Web chatbot integration

• WhatsApp integration via Treble
• Instagram and Facebook inbox integration
• Meta Ads and Google Ads synchronization

Content & Digital Assets

• Migration and creation of forms
• Landing page creation
• Website migration and setup

Custom Development

• API integration with the client’s proprietary system for tracking members, former members, and customer behavior

Team Structure & Permissions

• Creation of teams based on branches and work shifts
• Role-based access and operational segmentation

Automation & Efficiency

• Automatic lead assignment
• Lead qualification logic
• Automated emails and internal notifications
• Workflow-driven process standardization
• Reporting

Guidance and Continuity:

Following the Enhanced Onboarding, Fiter continued working with Digifianz to ensure a successful launch and adoption:

• 65 additional consulting hours during the go-live phase to:
  
  
  • Resolve implementation questions

• • Support configuration adjustments

• • Deliver sales and marketing team training
    
    
• 5 annual support hours post-launch to:
  
  
  • Address bugs or technical issues
    
    
  • Answer advanced questions
    
    
  • Support further process optimization or complexity

This ongoing support ensured a smooth transition, strong user adoption, and a solid foundation for continuous improvement.

Conclusion:

By partnering with Digifianz, Fiter successfully transitioned from fragmented tools and undefined processes to a fully centralized HubSpot environment. The implementation provided structure, visibility, and automation across Sales, Marketing, and Service, enabling teams to collaborate more effectively and manage complex customer lifecycles with confidence.

This case study highlights how multi-branch fitness and wellness organizations can adopt HubSpot not just as a CRM, but as a unified operational platform that supports growth, scalability, and long-term efficiency.

If you’re looking to centralize and optimize your Sales, Marketing, and Service operations with HubSpot, we would love to talk!