JRNY
JRNY adaptive fitness membership
JRNY is an adaptive fitness platform that provides personalized cardio and strength training workouts for BowFlex and Schwinn fitness equipment. As we build out marketing campaigns and assets, JRNY is a key component in showcasing the product experience for both brands.
JRNY with Motion Tracking
How do you stand out in a competitive and crowded fitness industry? Getting clear on what your customers want and need is the most important first step. Our customers told us they wanted to focus on how they were feeling in the moment and know that they were doing movements accurately. They didn’t want to be bothered with mental noise of counting reps, if they had poor form, or even what weight they should use.
Enter JRNY with Motion Tracking! All you need is a mobile device and set of dumbbells, we do the rest: track your reps, provide form guidance, and provide adaptive weight targets.
As we set out to market our new technology, it was important that clearly show personalization, quickly convey the experience and benefit, and differentiate ourselves from the competition.
Before the teams got started, I developed messaging guides that was shared across the company to ensure a consistent and on-brand messaging from our app and UX teams, to e-comm, creative, retail, international, and our care teams.
With JRNY being a key ingredient to our BowFlex and Schwinn fitness brands, this launch relied heavily on our owned and organic channels for both brands.
As I was creating the go-to-market plan for Motion Tracking it was determined that we would also be launching a new tiered pricing structure. It can be tricky to pivot late in the game, this change provided more depth to the messaging.
We featured teaser content on our BowFlex and Schwinn websites, as well as footer content in our BowFlex emails with a nod towards the new feature and pricing options. The launch consisted of coordinated content across owned channels announcing the benefits of the new feature and lower price point using videos, stills, and animations.
Content planning
As we expanded our app content and product compatibility, it became clear that our prior ways of communicating with our customers was not sophisticated enough. We needed to connect JRNY users regardless of what products they owned or where they were purchased.
In walks Braze. Braze enabled us to speak to JRNY users about new workouts, tips, and engaging content through push notifications, in-app messages, and email.
I worked in partnership with our Director of Membership to develop monthly content plans using app data, performance, and my integrated marketing calendar. We also identified opportunities for reoccurring series (engagement, winback, active users, etc.) based on specific audiences.
Messaging
As JRNY became a more prominent feature across BowFlex and Schwinn products, it became clear that we needed formal messaging and usage guidelines to ensure we were using consistent language across all touch points, from the app to our marketing channels.
We reached out smart folks over at House of Who for some assistance. I walked them through our needs and the problem statement, developed a brief and we were off. Beyond leading the project, I managed the contracts, budget, and the internal and partner needs and expectations.
The final document provides users with:
Instructions for terms
Definitions
Rules and usage
Sample marketing copy
