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Les Mills International | Fit Tech promotion
Les Mills International | Fit Tech promotion
Les Mills International | Fit Tech promotion
features

App retention: Digital retention top performers

Three digital fitness platforms tell Fit Tech how they work to achieve higher levels of customer retention

Published in Fit Tech 2021 issue 1

Jean-Michel Fournier
CEO, Les Mills Media

It’s the biggest challenge all fitness platforms face in pursuit of building a sustainable business model – how do you keep your cost of acquired customers (CAC) low, while boosting the life-time value (LTV) of each user? High churn sends your marketing costs spiralling as you’re having to spend more to acquire users, so strong retention really is the holy grail for running a successful digital fitness platform – much like a gym.

Building great retention for your app requires several key pillars – providing world-class content and a frictionless user experience is absolutely essential. You augment this by creating a robust community around your app so that it becomes a self-sustaining ecosystem where everyone gives energy to each other – our LMOD Squad Facebook group has 125k members and the level of engagement in there is insane. And when it comes to keeping people coming back for more, gamification and challenges to motivate and incentivise users are incredibly powerful.

Create a robust community around your app so that it becomes a self- sustaining ecosystem

Equally important is the mindset and culture that underpin your approach. In today’s business environment, where things are changing constantly, speed of execution is a lot more important than perfect execution. Make your solutions “good enough,” ship them, improve them based on market feedback, rinse and repeat. This approach brings solutions much faster, and the snowball effect of iterative learning means your product will constantly improve.

Fournier says gamification and challenges are excellent ways to motivate and engage users
Vicky Hallbauer
Head of marketing, Freeletics

There’s now more digital fitness content available than ever before, and a myriad of different apps are available at the tap of a screen.

Retention comes with trust and results. We promise personal development beyond physical transformation. For some, we are a lifestyle, a discipline or even a sport. For others, Freeletics is a philosophy on how to navigate the world. And for all those who believe in us, Freeletics is a community of like-minded athletes.

We listen very closely to the needs of our users and we continuously adapt user feedback into our app. By implementing new features and offering ongoing, helpful content, we are able to support our community of users throughout their fitness journey.

To grow and expand, we need to truly know our audience down to a personal level. What are they looking for? What support do they need? Which triggers or tone of voice will help them to take the steps necessary to move forwards towards their goal?

To learn about this we not only analyse anonymised data from our millions of users, but also run surveys to better understand their needs. We also run all kinds of testing in the app, which assures we offer exactly what our users demand. In this industry, being able to adapt and change perspectives to continuously fit your audience is a huge asset.

Karin Kaellman
CEO, Barrecore

When it comes to our Barrecore app, and really our overall business, we operate along the lines of the classic 80/20 rule. That’s an 80 per cent focus on retention and 20 per cent on new acquisition. Actually, it’s possibly even 90/10.

When it comes to fitness apps, you are inevitably going to have natural churn. So there’s a constant need to top up your audience in order to maintain a certain number of clients, and to also grow.

But there’s no point spending money and/or effort identifying and converting new clients if they don’t stay with you. You’ll just be constantly chasing your tail.

On the contrary, happy clients allow you to grow your business in a sustainable way. In addition, happy clients create high levels of word-of-mouth referrals, effectively allowing you to outsource much of your new client acquisition to your existing clients – for free!

So the majority of our focus goes towards making sure that our online workouts and general service is the very best it can be. Our Barrecore app is really just a pure press and play solution at this point in time – no high tech functionality or retention tools as far as the eye can see (yet). Still, we have incredibly high retention thanks to the quick and sustainable results that our clients see and feel from our unique method. This ensures that they stick around for years.

Sign up here to get Fit Tech's weekly ezine and every issue of Fit Tech magazine free on digital.
More features
Editor's letter

Two-way coaching

Content providers have been hugely active in the fit tech market since the start of the pandemic. We expect the industry to move on from delivering these services on a ‘broadcast-only’ basis as two-way coaching becomes the new USP
Fit Tech People

Laurent Petit

Co-founder, Active Giving
The future of sports and fitness are dependent on the climate. Our goal is to positively influence the future of our planet by instilling a global vision of wellbeing and a sense of collective action
Fit Tech People

Adam Zeitsiff

CEO, Intelivideo
We don’t just create the technology and bail – we support our clients’ ongoing hybridisation efforts
Fit Tech People

Anantharaman Pattabiraman

CEO and co-founder, Auro
When you’re undertaking fitness activities, unless you’re on a stationary bike, in most cases it’s not safe or necessary to be tied to a screen, especially a small screen
Fit Tech People

Mike Hansen

Managing partner, Endorphinz
We noticed a big gap in the market – customers needed better insights but also recommendations on what to do, whether that be customer acquisition, content creation, marketing and more
Interview

Mathieu Letombe

We’ve found 90 per cent of Withings users continue to regularly use their scales after one year and 50 per cent regularly continue using them after 10 years
Augmented Reality

Refining augmented reality

London boutique The Refinery has created an avatar-led digital fitness offering called ALFI, which utilises augmented reality (AR) to demonstrate movements. Zoe Bertali, one of the co-founders of the gym, tells us more
In conversation

Jessica Ennis-Hill: founder of Jennis

Jessica Ennis-Hill is on a mission to close the gender data gap in health research. Her app, Jennis CycleMapping, is designed to help women understand their cycles and how to train during each different phase. Steph Eaves speaks to Ennis-Hill to find out exactly how it works
Usability

How usable is your product?

Your fit tech product might be a game changer, solving problems or creating new possibilities for clients, but none of this will matter if it’s not easy and enjoyable to use. Industrial designer Nick Chubb explains why usability is key, and the factors to consider when designing your new product
Interview

Put on your red light

Red light therapy promises a variety of benefits, including better recovery, skin rejuvenation and increased energy, but is it all too good to be true? Fit Tech spoke to Bryan Gohl and James Strong of Red Light Rising, and Wes Pfiffner of Joovv to find out more
Interview

Kilian Saekel

With ROX Home, we’re now targeting families who want to work out at home but who are bored with traditional ways of home training
Origin Stories

Adrian Hon

Zombies, Run! is one of the most enduring fitness apps, with half a million users getting active while engaging in ‘missions’ against the zombie apocalypse. Its co-creator spoke to Steph Eaves about the power of story
App analysis

Digital community

Matt Stebbings of SLT Group talks about the creation of their Community Portal, a new platform that aims to help anyone to get active, whether that’s inside or outside of SLT’s facilities
Supplier showcase

Funxtion: A vital connection

NonStop Gym, Switzerland’s no frills gym chain, has appointed FunXtion to create its member training app
Research

Monitoring mental health

New technology uses advanced machine learning to monitor patients’ mental health between visits to their medical providers
Fit Tech People

Devi Mahadevia

Facebook director of sports and fitness partnerships
With Facebook paid online events, publishers can charge viewers to attend a video livestream on their Facebook pages or a third party video service
Fit Tech People

Andy Etches

Founder and sports director, Rezzil
Rezzil was able to have an injured player learning his new manager's philosophy, positioning and playing style – all from a seated position
Interview

Preston Lewis, Black Box VR

We’ve had to create training experiences that show users how to grab handles in the virtual world that are mapped to our real-world machine
More features
In order to support gyms and health clubs in this difficult economic climate, Orbit4 is helping operators by telling them the best time to trade in and buy new based on its intelligence-led data and tech.
Leading software company Fitronics has launched an all-new website featuring its leading sports and fitness technology brands; The Retention People (TRP), CoursePro (CAP2) and Strive.
Technogym Biocircuit
Technogym
Losing weight, building strength, ageing in good health: whatever takes you to the fitness club, it needs to be addressed specifically. One size doesn’t simply fit all. Up until today. Read more
Gympass is a corporate wellbeing platform that ignites and fuels every journey to feel good....
Perfect Gym currently provides fitness software solutions to customers in 55+ countries, servicing more than ...
Management software
On demand
Salt therapy products
trade associations
Flooring
In order to support gyms and health clubs in this difficult economic climate, Orbit4 is helping operators by telling them the best time to trade in and buy new based on its intelligence-led data and tech.
Leading software company Fitronics has launched an all-new website featuring its leading sports and fitness technology brands; The Retention People (TRP), CoursePro (CAP2) and Strive.
Gympass is a corporate wellbeing platform that ignites and fuels every journey to feel good....
Perfect Gym currently provides fitness software solutions to customers in 55+ countries, servicing more than ...
Technogym Biocircuit
Technogym
Losing weight, building strength, ageing in good health: whatever takes you to the fitness club, it needs to be addressed specifically. One size doesn’t simply fit all. Up until today. Read more
Get Fit Tech
Sign up for the free digital edition of Fit Tech magazine and the free weekly Fit Tech ezine
Sign up
Management software
On demand
Salt therapy products
trade associations
Flooring

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features

App retention: Digital retention top performers

Three digital fitness platforms tell Fit Tech how they work to achieve higher levels of customer retention

Published in Fit Tech 2021 issue 1

Jean-Michel Fournier
CEO, Les Mills Media

It’s the biggest challenge all fitness platforms face in pursuit of building a sustainable business model – how do you keep your cost of acquired customers (CAC) low, while boosting the life-time value (LTV) of each user? High churn sends your marketing costs spiralling as you’re having to spend more to acquire users, so strong retention really is the holy grail for running a successful digital fitness platform – much like a gym.

Building great retention for your app requires several key pillars – providing world-class content and a frictionless user experience is absolutely essential. You augment this by creating a robust community around your app so that it becomes a self-sustaining ecosystem where everyone gives energy to each other – our LMOD Squad Facebook group has 125k members and the level of engagement in there is insane. And when it comes to keeping people coming back for more, gamification and challenges to motivate and incentivise users are incredibly powerful.

Create a robust community around your app so that it becomes a self- sustaining ecosystem

Equally important is the mindset and culture that underpin your approach. In today’s business environment, where things are changing constantly, speed of execution is a lot more important than perfect execution. Make your solutions “good enough,” ship them, improve them based on market feedback, rinse and repeat. This approach brings solutions much faster, and the snowball effect of iterative learning means your product will constantly improve.

Fournier says gamification and challenges are excellent ways to motivate and engage users
Vicky Hallbauer
Head of marketing, Freeletics

There’s now more digital fitness content available than ever before, and a myriad of different apps are available at the tap of a screen.

Retention comes with trust and results. We promise personal development beyond physical transformation. For some, we are a lifestyle, a discipline or even a sport. For others, Freeletics is a philosophy on how to navigate the world. And for all those who believe in us, Freeletics is a community of like-minded athletes.

We listen very closely to the needs of our users and we continuously adapt user feedback into our app. By implementing new features and offering ongoing, helpful content, we are able to support our community of users throughout their fitness journey.

To grow and expand, we need to truly know our audience down to a personal level. What are they looking for? What support do they need? Which triggers or tone of voice will help them to take the steps necessary to move forwards towards their goal?

To learn about this we not only analyse anonymised data from our millions of users, but also run surveys to better understand their needs. We also run all kinds of testing in the app, which assures we offer exactly what our users demand. In this industry, being able to adapt and change perspectives to continuously fit your audience is a huge asset.

Karin Kaellman
CEO, Barrecore

When it comes to our Barrecore app, and really our overall business, we operate along the lines of the classic 80/20 rule. That’s an 80 per cent focus on retention and 20 per cent on new acquisition. Actually, it’s possibly even 90/10.

When it comes to fitness apps, you are inevitably going to have natural churn. So there’s a constant need to top up your audience in order to maintain a certain number of clients, and to also grow.

But there’s no point spending money and/or effort identifying and converting new clients if they don’t stay with you. You’ll just be constantly chasing your tail.

On the contrary, happy clients allow you to grow your business in a sustainable way. In addition, happy clients create high levels of word-of-mouth referrals, effectively allowing you to outsource much of your new client acquisition to your existing clients – for free!

So the majority of our focus goes towards making sure that our online workouts and general service is the very best it can be. Our Barrecore app is really just a pure press and play solution at this point in time – no high tech functionality or retention tools as far as the eye can see (yet). Still, we have incredibly high retention thanks to the quick and sustainable results that our clients see and feel from our unique method. This ensures that they stick around for years.

Sign up here to get Fit Tech's weekly ezine and every issue of Fit Tech magazine free on digital.
More features
Editor's letter

Two-way coaching

Content providers have been hugely active in the fit tech market since the start of the pandemic. We expect the industry to move on from delivering these services on a ‘broadcast-only’ basis as two-way coaching becomes the new USP
Fit Tech People

Laurent Petit

Co-founder, Active Giving
The future of sports and fitness are dependent on the climate. Our goal is to positively influence the future of our planet by instilling a global vision of wellbeing and a sense of collective action
Fit Tech People

Adam Zeitsiff

CEO, Intelivideo
We don’t just create the technology and bail – we support our clients’ ongoing hybridisation efforts
Fit Tech People

Anantharaman Pattabiraman

CEO and co-founder, Auro
When you’re undertaking fitness activities, unless you’re on a stationary bike, in most cases it’s not safe or necessary to be tied to a screen, especially a small screen
Fit Tech People

Mike Hansen

Managing partner, Endorphinz
We noticed a big gap in the market – customers needed better insights but also recommendations on what to do, whether that be customer acquisition, content creation, marketing and more
Interview

Mathieu Letombe

We’ve found 90 per cent of Withings users continue to regularly use their scales after one year and 50 per cent regularly continue using them after 10 years
Augmented Reality

Refining augmented reality

London boutique The Refinery has created an avatar-led digital fitness offering called ALFI, which utilises augmented reality (AR) to demonstrate movements. Zoe Bertali, one of the co-founders of the gym, tells us more
In conversation

Jessica Ennis-Hill: founder of Jennis

Jessica Ennis-Hill is on a mission to close the gender data gap in health research. Her app, Jennis CycleMapping, is designed to help women understand their cycles and how to train during each different phase. Steph Eaves speaks to Ennis-Hill to find out exactly how it works
Usability

How usable is your product?

Your fit tech product might be a game changer, solving problems or creating new possibilities for clients, but none of this will matter if it’s not easy and enjoyable to use. Industrial designer Nick Chubb explains why usability is key, and the factors to consider when designing your new product
Interview

Put on your red light

Red light therapy promises a variety of benefits, including better recovery, skin rejuvenation and increased energy, but is it all too good to be true? Fit Tech spoke to Bryan Gohl and James Strong of Red Light Rising, and Wes Pfiffner of Joovv to find out more
Interview

Kilian Saekel

With ROX Home, we’re now targeting families who want to work out at home but who are bored with traditional ways of home training
Origin Stories

Adrian Hon

Zombies, Run! is one of the most enduring fitness apps, with half a million users getting active while engaging in ‘missions’ against the zombie apocalypse. Its co-creator spoke to Steph Eaves about the power of story
App analysis

Digital community

Matt Stebbings of SLT Group talks about the creation of their Community Portal, a new platform that aims to help anyone to get active, whether that’s inside or outside of SLT’s facilities
Supplier showcase

Funxtion: A vital connection

NonStop Gym, Switzerland’s no frills gym chain, has appointed FunXtion to create its member training app
Research

Monitoring mental health

New technology uses advanced machine learning to monitor patients’ mental health between visits to their medical providers
Fit Tech People

Devi Mahadevia

Facebook director of sports and fitness partnerships
With Facebook paid online events, publishers can charge viewers to attend a video livestream on their Facebook pages or a third party video service
Fit Tech People

Andy Etches

Founder and sports director, Rezzil
Rezzil was able to have an injured player learning his new manager's philosophy, positioning and playing style – all from a seated position
Interview

Preston Lewis, Black Box VR

We’ve had to create training experiences that show users how to grab handles in the virtual world that are mapped to our real-world machine
More features