Equinox
genAI SDR agent for lead engagement and qualification
Quin, Equinox's SDR agent built on Salesforce Agentforce and launched ahead of December 2025, developed more than 7,300 leads with a 60% email open rate, converted 48% of handed-off prospects into members, and brought response time down from 48 hours to 17 seconds.
Key points
- Quin, an Agentforce SDR agent, engages Equinox prospects over chat and email, qualifies leads, and books club visits.
- Built on Agentforce Sales and Data 360, grounded on Equinox site content, launched ahead of the December 2025 holidays.
- 48% of prospects handed to an advisor become members, 7,300+ leads engaged, response time down from 48 hours to 17 seconds.
- Level B evidence: two consistent Salesforce case studies, live status confirmed.
Objective
Engage high-intent prospects 24/7 from the moment they request information on the site, qualify the right leads, and offload appointment booking, to free membership advisors for high-value interactions during demand peaks.
The deployment
Quin est un commercial de developpement (SDR) construit sur Salesforce Agentforce et deploye par Equinox, chaine de clubs de fitness haut de gamme. Un prospect ouvre une conversation avec Quin depuis le site Equinox et obtient des reponses rapides sur les adhesions, equipements, emplacements de clubs et politiques, par chat ou par email. L'echange se poursuit dans le temps: Quin envoie des relances, repond sur plusieurs interactions et reprend contact si un prospect cesse de repondre. Des qu'un conseiller adhesion s'engage personnellement, Quin se retire pour eviter le double contact, puis reengage si la conversation retombe ou si un rendez-vous est manque. Pour planifier une visite, Quin lit la disponibilite reelle des conseillers via un calendrier Outlook, recommande un club proche via les API Google Maps, et capte chaque demande comme un lead dans Agentforce Sales. Equinox a lance l'agent avant la saison des fetes de decembre 2025, une des plus fortes fenetres de trafic de l'annee.
Results Proof B
Two Salesforce case studies (vendor, T2) published in August 2026 and consistent with each other: one focused on lead engagement (Quin as SDR), the other on building the agent, with the same figures (48%, 60%, 7,300+) and the 48 hours to 17 seconds response time. The metrics measure the AI deployment itself, not a general company context.
How it works
Documented architectureThe stack in detail
- plateforme Salesforce Agentforce (Agentforce Sales) Quin is built on Agentforce Sales from the ready-made Agentforce Lead Nurturing template, then configured to the Equinox brand voice. Low code: natural language plus a bit of Apex.
- outil Data 360 Grounds Quin's answers in approved Equinox content, pulled from the Equinox.com sitemap (clubs, equipment, policies, memberships).
- outil Einstein Activity Capture Syncs emails and calendar between Agentforce Sales and Microsoft Outlook, giving advisors visibility into the conversations and visits scheduled by Quin.
How it runs, concretely
For ops teams-
1First contact client
The prospect opens a conversation with Quin from the Equinox site and asks about membership, equipment, clubs.
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2Grounded answer IA
Quin analyzes the intent, retrieves the answer via Data 360 (Equinox.com sitemap content), and replies over chat or email; the request is captured as a lead in Agentforce Sales.
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3Appointment booking IA
On a visit request, Quin recommends a nearby club via Google Maps and reads advisors' real availability via Outlook to schedule the visit.
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4Handoff humain
As soon as an advisor engages, Quin steps back to avoid double contact; it re-engages if the conversation stalls or an appointment is missed.
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5Oversight equipe data
The team tracks engaged leads, the conversion rate into membership, and mishandled cases through the test frameworks set up at launch.
The intent expressed by the prospect in their request, plus the lead's state in Agentforce Sales (engaged, waiting, missed appointment). Without up-to-date Equinox content in Data 360 and up-to-date advisor availability in Outlook, the answers and bookings lose their reliability.
How your customers perceive this type of use
Sourced studiesLes consommateurs n'acceptent pas les chatbots par defaut : 64% prefereraient que les entreprises n'utilisent pas d'IA dans leur service client (Gartner, 2024) et pres d'un utilisateur sur cinq du service client par IA n'en retire aucun benefice (Qualtrics, 2025). L'acceptation se construit sur trois conditions mesurees par Salesforce : savoir qu'on parle a une IA, pouvoir escalader vers un humain, comprendre la logique de l'agent.
Acceptance conditions
- Etre informe qu'on parle a une IA et non a un humain (pres de 75% le demandent, Salesforce 2024)
- Un chemin d'escalade clair vers un agent humain (45% plus enclins a utiliser l'agent IA, Salesforce 2024)
- Une logique de l'agent clairement expliquee (44% plus enclins, Salesforce 2024)
Red lines
- Rendre l'humain injoignable : c'est la premiere inquietude des consommateurs sur l'IA dans le service client (Gartner 2024) et 50% craignent que l'IA les coupe du contact humain (Qualtrics 2025)
- Remplacer le service client par l'IA sans alternative : 53% envisageraient de partir chez un concurrent (Gartner 2024)
Sources: Salesforce 2024 · Gartner 2024 · Qualtrics 2025
How to replicate
Inference, not sourcedData prerequisites
- Up-to-date reference content (offers, clubs, policies) exposable to the agent in read mode
- A history of frequent prospect questions to frame the scope
- Access to sales reps' calendars for appointment booking
Org prerequisites
- A clear handoff rule between the agent and the human sales rep
- Governance of email follow-up frequency
- A test framework validated before exposure to real prospects
Possible stack
- A conversational agent platform connected to the CRM
- A grounding layer on site content (RAG)
- A calendar and mapping connector for appointment booking
The plan, step by step
- Step 1Map recurring prospect questions from sales conversations and inbound requests.Deliverable: A repository of questions and approved answers.
- Step 2Configure an agent on the CRM platform from a lead nurturing template, grounded on site content in read mode.Deliverable: Agent that answers frequent questions in the brand voice.
- Step 3Define the handoff rule: when the agent steps back for the sales rep, when it re-engages.Deliverable: Handoff logic tested on real cases.
- Step 4Connect the calendar and mapping for appointment booking, then open up to a prospect segment with conversion tracking.Deliverable: Autonomous appointment booking and tracked conversion rate.
First step: List the 15 to 20 most frequent prospect questions and connect a read-only agent to the site content before opening up appointment booking.
The same pattern, proven in other industries
Alaska Airlines
natural language search for travel inspiration
Etsy
agentic commerce (in-chat checkout through an open protocol)
Expedia
distribution through a third-party conversational assistant (app in ChatGPT)
Sources
- S1 Equinox engages high-intent leads 24/7 with Agentforce Interested party archive pending
- S2 Equinox brings concierge-level service into their app with Agentforce Interested party archive pending
- S3 Equinox gives clients a personal AI fitness concierge with Agentforce Interested party archive pending
An error, newer info, a source?
This page lives on its accuracy. If a figure has moved, if the deployment has changed, or if you have a higher-quality source, tell us. Every sourced correction is verified before publication.