BRAND
BODi is the live-class fitness platform within our house of brands. It offers challenging, energetic workouts that push your body to its limits. The personality is active, provocative, and straightforward. The audience tends to be intermediate to advanced.
RESEARCH
Through interviews, we learned our core BODi customers love the energy of going to a live class at the gym, and feel they get their best results that way. When we proposed live workouts at home, their main concerns were around the ease-of-use of the BODi technology, and not having enough space to work out in.
CHALLENGES
Post-pandemic, the traditional gym experience is back. So how do we convince those live-class lovers to work out at home instead?
OPPORTUNITY
Try to create an experience that matches or exceeds what users love about the gym. Offer new classes every day, created by spirited trainers, as well as excellent nutrition options. And the technology has to feel simple.
EMAIL TEST
BODY COPY
Through prior A/B testing, we landed on an email headline, "Set your body in motion," that embodied the spirit of the brand and performed well consistently. Now we needed to optimize the supporting copy. Ultimately, the benefit-driven Version A won. But Version B also showed legs, so we wove some of that messaging into future emails.
Version A
Benefits
Version B
Schedule
Version C
Testimonials
BODi + MYX
BODi’s acquisition spree included a Peloton competitor, the MYX Bike. The idea was for MYX to become a BODi line extension. The problem was that we didn’t want to lose MYX’s substantial following, which can happen when you change a brand’s core identity. We had to find a way to marry the two brands so it felt like a natural match.
ENGAGEMENT
Many of our customers preferred to take one-off fitness classes rather than commit to full programs, so user interaction with the app was sporadic. This email did a terrific job of getting users to engage consistently over a period of two months.
BODi SOCIAL
We tested hard-sell messaging that touted special offers and amazing fitness benefits. But the BODi posts that typically attracted the most likes and shares were those that used current vernacular to evoke a fun feeling.
