Every form submission, in the person's own words, with where they came from. Label each one so tests are judged on good leads, not just more leads.
“My partner and I want to start a free trial class together this month.”
“Want to try personal training. Just moved to Silver Springs, used to do CrossFit.”
The AI labels every lead. “Needs review” means it was unsure, so a person decides; anyone can change any label. The AI reads the answers only, never names, emails or phone numbers.