📝 Overview

The default Lifecycle Pipeline is designed to provide a practical starting point but, you may want to further customize it to reflect your own customer journey.

This guide explains how to tailor the pipeline to your needs, including how to add, rename, reorder, and remove stages, customise stage colours, and configure the rules that automatically move customers between stages.

💡 New to the CRM? Start with Introduction to the CRM and the Customer Lifecycle Pipeline for an overview before customising your stages.

🔑 Authorisations

Editing the Lifecycle Pipeline is a structural change that affects every customer in the CRM. To prevent accidental changes, only users with the right permissions can edit the pipeline.

Account Owners and Admins can edit the pipeline.
Other staff members can view the pipeline and move customers between stages, but cannot add, remove, rename, or reorder stages, unless they have been granted the necessary permissions.

⚠️ Pipeline changes apply immediately across your whole account. We recommend planning changes in advance and making them outside of busy hours.

🛠️ Accessing Pipeline Settings

To open the pipeline editor, head to CRM ➜ Configure, or by going to Pro Tools ➜ CRM Lifecycle Status.

From the Pipeline Settings screen you can see all your current stages in order, with the option to add, edit, reorder, or remove each one.

✏️ Editing Customer Lifecycle Stages

You can rename a stage, change its colour, change its conditions, or Archive it at any time without affecting the customers who are currently in it.

Click the arrow to learn more about editing Customer Lifecycle Stages

When you navigate to the CRM Lifecycle Status section, you'll find a list of all your customer lifecycle stages. If you click on the Edit button to the right of any of these, you'll be able to change their:

Enable/Disable
Status Name
Status Color
Conditions
Criteria
Drop-Offs (only available for the Prospect and Trial statuses)

🟢 Disabling Stages

When you toggle the status option to disable a lifecycle stage, you'll see the following pop-up informing you that customers already in this status won’t be affected. New customers can no longer automatically be assigned to it, and the Kanban column will stay visible until all existing customers are moved out.

🟢 Status Name

This is the name of the Lifecycle stage, and it doesn't affect customers currently found in that stage, and only changes the title of that stage in the Kanban board.

🟢 Status Color

This is the color of the tag and column for this status in the Kanban board.

🟢 Conditions

This is where you can select if customers will automatically be moved to this lifecycle status when they meet one or all of the criteria you set.

🟢 Criteria

Here, you can set the one or more sets of criteria a customer should meet in order to automatically be moved into this status. Each Lifecycle stage has its own set of available criteria with certain filters which can be applied to them, and you can add any combination of these criteria you'd like by clicking on the + Add Criteria button.

Click the arrow to learn more about the available Criteria and filters per stage

🔵 Lead

This Status can not be edited, and customers automatically enter this status once they complete the Lead Embed Form.

🔵 Prospect, Trial, Converted, At Risk, Churned, Inactive

These statuses allow you to use the following criteria:

Total registrations
Has attended first class
Has an active membership
Has a membership on hold
Has a cancelled membership
Remaining pack membership credits
Membership pack is fully used
Total no shows
Total late cancels
Has claimed account
Customer is blocked
Has a late cancel/no show penalty
Days since last registration
Has attended first class

You can use more than one criteria, and choose whether customers need to meet all criteria or just one, in order to move over to this lifecycle status.

🔵 No Status

This status cannot be edited and is assigned to customers who do not meet the criteria for any of the statuses listed above.

This typically includes customers who have signed up but have not completed your Lead Embed Form, as well as customers who do not yet qualify for any lifecycle status because sufficient criteria have not been configured.

🟢 Advanced Settings: Drop-Offs

You can add a drop-off status which adds a "Drop-Off" tag to customers who remain in this lifecycle status for the number of days you set.

When you enable the Drop-off option for a lifecycle status, this adds an additional column in the Kanban board where drop-offs are added to.

This is a great way to flag customers who are not progressing through your lifecycle stages within the expected timeframe.

For example, you could create a status to identify customers who remain in the Trial stage for 30 days without moving forward. If a customer later meets the criteria for another lifecycle status further in the funnel, they will automatically move into that status instead.

This allows drop-off statuses to act as an early warning signal, helping your team identify and re-engage customers before they stall further in the journey.

⬅️ Advanced Settings: Allow status to move backward

By default, customers can move both forward and backward through lifecycle statuses based on the criteria they currently meet.

For example, a customer may move from Lead ➔ Prospect ➔ Converted, but can also return to an earlier status if they no longer meet the criteria for their current one.

You can disable this option if you only want customers to move forward through your lifecycle stages.

⭐ Best Practices

Name stages around action, not status. "Tour Booked" tells your team what to do; "Pending" doesn't.
Use colour to signal urgency. Reserve red/amber for stages that need attention (e.g. At Risk, Churned, e.t.c).
Pair every automation with a notification. If a customer auto-moves into a new status, you may want to set up a custom email notification. See Setting Up CRM Lifecycle Email Notifications.

❓ Frequently Asked Questions (FAQs)

Find answers to common questions or additional details that may not be covered in the main instructions.