How Cult.fit delivered smarter support for a seamless customer experience
"AI support has helped us respond faster, stay consistent, and deliver a smoother experience for our members across every touchpoint"
Cult.fit is a leading health and wellness platform offering fitness services. With a rapidly growing member base and a broad portfolio of offerings, Cult.fit receives a constant stream of customer inquiries related to memberships, class bookings, schedules, and service details. Delivering fast, accurate, and consistent support is essential to maintaining a seamless member experience across its ecosystem.
As Cult.fit scaled its services and member base, customer support demand increased in both volume and complexity. Members expected instant answers to questions about bookings, memberships, cancellations, and service availability—often outside regular working hours. Support teams faced growing pressure as large volumes of repetitive queries consumed time and bandwidth. Response times fluctuated during peak periods, and scaling support purely through hiring would have significantly increased operational costs.
Key challenges included:
- High volume of repetitive customer queries
- Inconsistent response times during peak demand
- Limited availability outside standard business hours
- Increased strain on frontline support teams
- Rising cost of scaling human support
Without automation, maintaining speed, accuracy, and member satisfaction at scale became increasingly difficult.
Cult.fit partnered with Nurix to deploy an AI Support Agent capable of handling high-volume customer inquiries automatically, accurately, and around the clock.
The AI agent was designed to understand member intent, deliver contextual responses, and resolve common issues instantly—while seamlessly escalating complex cases to human agents when needed.
Key workflows included:
- Automated query resolution:
The AI agent handled common questions related to bookings, memberships, schedules, and services without human intervention. - Context-aware responses:
Answers were tailored to the member’s query and service context, improving accuracy and clarity. - Seamless escalation:
Complex or sensitive cases were routed to human agents with full conversation history.
Together, these workflows created a fast, reliable, and scalable support experience that kept members informed and supported at every step.
With the Nurix AI Support Agent in place, Cult.fit achieved immediate improvements across efficiency and experience:
Nurix enabled Cult.fit to move beyond reactive, human-heavy support to an intelligent, automated support layer built for scale. The AI agent handles repetitive queries with speed and accuracy, while preserving seamless handoffs for complex cases. By combining always-on availability, contextual understanding, and efficient escalation, Cult.fit delivers a consistently high-quality support experience—without adding headcount or compromising member satisfaction.
Rapid growth in users and services led to high volumes of repetitive support queries, inconsistent response times, and increased pressure on frontline support teams.
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