Case Study: Dadfit: Taking the Leap into AI to Scale Connection Without Losing Heart

Dadfit is a community organisation on a mission to make sure no dad feels like he has to parent alone. Through fitness-based meetups, mentoring, and mental health support, Dadfit helps dads build confidence, resilience and community through shared experience grounded in the simple but powerful idea that being a dad is better together.

With support from Infoxchange's 1:1 AI consultations, Dadfit are now building smart, scalable systems to connect dads across Australia and support their physical and mental wellbeing so they can be the best version of themselves, as a dad and a partner.

But like many small not-for-profits, rapid growth brought operational strain. “People would register on the website, then we’d copy the details into a spreadsheet, grab a mobile phone, and text each dad manually,” explained Tom Ruijs, one of Dadfit’s core team members.

“That works when you have 10 people. But when your vision is to reach 10,000 dads, it’s not sustainable.”

Despite not having a technical background, Tom was curious and determined to learn. “It’s ironic we’re even talking about this,” he laughed.

“I’m not a tech person at all. But I just started asking questions – even to ChatGPT – and the more specific my questions were, the better the answers got. I realised I didn’t need to be an expert to get started.”

By utilising ChatGPT and asking the right question, Tom was able to validate and refine a solution he had already begun exploring: building an integrated workflow using Google Forms, Zapier, ClickSend, and HubSpot.

“We’re now piloting a system where, as soon as a dad registers on our website, they receive a personalised text message confirming their program, time, and location. I also get notified immediately, and the data flows into our CRM. That gives us a live database for newsletters, reminders, and future engagement,” Tom explained.

The shift wasn’t just about time-saving, it was about preserving connection while making growth possible. “Dadfit is all about people. We didn’t want AI to take over and make things robotic,” he said. “But getting a personalised text that uses your name and reflects what you signed up for — that’s actually a touchpoint that builds connection. It makes people feel seen and welcomed.”

To deepen engagement, each group has its own WhatsApp thread led by a local team member.

“The facilitator introduces themselves with a photo and shares a bit about their family. That’s where the real connection starts,” said Tom. “The automation helps us get them in the door — and the human touch keeps them there.”

As Dadfit prepares to expand into regional areas like Ballarat and Geelong, the importance of having smart, scalable systems become even clearer. “We’re starting to build a model where local leaders can take the reins, and we support them with the infrastructure and communications. Having these systems in place makes that possible.”

The organisation is also looking into using AI and digital tools to support community promotion and recruitment, including SEO, targeted messaging, and ambassador programs.

Looking back on the journey so far, Tom has simple advice for other not-for-profits considering AI: “Just start.”

“You don’t need to overthink it. You don’t need to know everything. Ask a question, test something, and follow the breadcrumbs. The tools are smarter — and more patient — than you think.”

He adds, “Sometimes in a workplace, you don’t want to ask your manager the same question three times. But ChatGPT doesn’t care. It’ll walk you through it every time. It’s a very patient teacher.”

For Dadfit, the transformation is just beginning — and the tools are helping the team keep the mission at the centre of everything they do.

“Ultimately, we’re doing this so we can maintain our people-centric approach as we grow,” said Tom. “We’re not replacing connection — we’re making more of it possible.”