Case Study: Scaling Customer Support with AI-Powered Automation

Company Name: Myomaster

Company Size (Employee Count): 35

Location: United Kingdom, Europe

Industry: Wellness Technology

Founded in 2017 by Lottie Whyte and Joe Gray from their kitchen table, Myomaster has grown into one of the UK’s fastest-rising wellness technology brands, on a mission to create the home of sports recovery.

Its range of recovery tools, including massage guns, compression systems, ice baths, saunas, and massage sticks, is trusted by athletes and fitness enthusiasts across the UK to boost circulation, mobility, and recovery.

After a viral appearance by co-founder Lottie Whyte on BBC’s Dragons’ Den, demand surged and helped secure Myomaster a place in The Sunday Times 100 list of 2025, recognising it as one of Britain’s fastest-growing private companies with 115% annual sales growth over three years.

This success has cemented Myomaster’s reputation as a pioneering British performance brand built on innovation, integrity, and a passion for helping people recover better.

Myomaster’s rapid rise created a new challenge: keeping customer experience at the same world-class level as its growth.

With a small but dedicated support team of just three agents managing 120–150 customer tickets per day, the pace of success began to test the limits of manual support. Many incoming messages were repetitive — tracking requests, FAQs, or product setup questions — but each still required a personal touch.

The result was a classic fast-growth strain: longer response times, communication inconsistency, and difficulty prioritising critical or high-value tickets. These weren’t symptoms of neglect, but rather a by-product of exceptional demand outpacing operational capacity.

Myomaster knew it needed a way to protect its reputation for exceptional service without slowing its momentum or expanding headcount.

To sustain growth and maintain its high standards, Myomaster needed a smarter, scalable approach to customer support. Specifically, the team wanted to:

• Automate routine customer inquiries through a centralised, always-on knowledge base.
• Speed up response times while maintaining brand tone and consistency.
• Introduce intelligent triage and prioritisation, ensuring urgent or high-value cases were surfaced immediately.
• Free up agents to focus on bespoke, complex queries that required human expertise.

The goal was clear: turn a growing operational strain into a streamlined, data-driven advantage.

Myomaster partnered with Wingspan Technology to design and implement an AI-powered support system built for scale.

At the heart of the solution was a centralised knowledge base, trained on Myomaster’s most common queries and tone of voice, enabling instant, accurate responses to repetitive customer requests.

Behind the scenes, Wingspan introduced an AI triage and prioritisation framework that automatically classified and ranked tickets based on urgency, sentiment, and business impact — allowing agents to focus where it mattered most.

Importantly, the system didn’t just react — it identified pre-sales opportunities hidden within customer conversations, routing them directly to the sales team. This transformed what was once a cost centre into a subtle but powerful revenue engine, ensuring no lead slipped through the cracks.

The impact was immediate and measurable:

• Significant reduction in ticket backlog, with automation resolving repetitive queries instantly.
• Response times improved dramatically, restoring consistency and customer confidence.
• Critical issues were prioritised earlier, improving satisfaction and retention.
• Pre-sales opportunities were automatically surfaced, creating a new conversion pathway for the sales team.
• Agent morale rose, as team members were freed from repetitive tasks and empowered to focus on meaningful, relationship-driven work.

Most impressively, Myomaster achieved this without increasing headcount, demonstrating how intelligent automation can drive both operational excellence and commercial growth.