Angus Alive has partnered with HireBOB to introduce AI-powered digital employees across its customer service and membership operations to improve response times, reduce administrative pressure on the team and enhance the overall member experience.
Operating seven sports facilities across the Angus region, alongside countryside, cultural and visitor attractions, Angus Alive serves thousands of customers every week. As demand for faster digital communication continues to grow, the organisation identified an opportunity to use AI to better support both customers and staff.
Following the introduction of two AI skillsets, Customer Service and Cancellation Prevention, the organisation is already seeing measurable impact.
The first AI employee introduced by Angus Alive was a Customer Service Agent named Annie.
Annie operates across both the Angus Alive website and mobile app, helping customers quickly access answers to service-related questions 24/7.
Over the last four months, Annie has already transformed the way customer enquiries are handled, with a number of immediate operational benefits being evident. Since launch, Angus Alive has experienced:
This shift has allowed reception and customer service teams to spend less time tied to screens and telephones, and more time delivering high-quality face-to-face interactions within venues.
The additional capacity has also created more opportunity for staff to focus on:
To date, Annie has handled more than 1,400 customer conversations with an impressive customer satisfaction rating of 4.8 out of 5.
One of the key successes of the AI implementation has been the quality and speed of communication.
Rather than generic automated responses, Annie provides personalised conversations that help members find answers quickly and efficiently, whether through the website or the app.
.png)
Community Sports Hub Coordinator
The second AI skillset introduced by Angus Alive is Gus, a dedicated Membership Cancellation Prevention Agent.
Gus manages a membership cancellation email process and supports members who are considering ending their subscriptions.
Instead of simply processing cancellations, the AI agent helps members explore alternative options that may better suit their needs, including:
Although Gus has only been active for one month, the team are already seeing encouraging results, including an early reduction in cancellation rates.
A major focus of the partnership has been using AI to support existing teams rather than replace them.
By automating repetitive digital conversations and administrative interactions, staff now have more time to focus on the areas where human interaction matters most.
Scott Nicoll commented:
“Utilising AI, we are seeing real change in efficiency. The AI agents are helping Angus Alive create a more balanced operational model — combining instant digital support with enhanced in-person service delivery.”
Following the success of Annie and Gus, Angus Alive is already planning the next phase of its AI journey.
The organisation is considering the introduction of a third AI skillset focused on online fitness coaching and member support, helping customers improve their fitness experience through digital guidance and engagement.
This future expansion reflects Angus Alive’s wider vision of using AI strategically to improve both operational efficiency and customer experience across the organisation.
Scott Nicoll added:
“We are excited to be on this journey with HireBOB, Justin and the team have been brilliant, and we see huge capability in further applying AI skillets across the business to support our team.”
The partnership between Angus Alive and HireBOB demonstrates how AI can deliver immediate, practical benefits within the leisure sector.
Angus Alive is proving that AI employees can strengthen service delivery while empowering teams to focus on meaningful human interaction.
