Building a Digital Content Ecosystem
Mission - Create a suit of digital fitness experiences, power by best-in-class content, designed to reduce member churn and increase retention, during the pandemic.
We approached this in 3 ways:
Deliver a complimentary & supplementary mobile app experience, designed to serve the member with ‘anywhere and anytime’ content.
Develop a live-streaming platform to deliver on the core elements of in-studio experience, community engagement and a high-intensity workout.
Scale our content reach by partnering with established platforms (Weight Watchers, Amazon Halo, YouTube, and the American Heart Association).
Member Engagement Channels
Content Production
To execute on the digital eco-system strategy we developed a bi-coastal content production team, whose mission it was to create best-in-class workout videos, livestream webinars, and coach continuing education materials; inclusive of photo, video, and graphics creation.
Projects included:
Quarterly VVA (video visual aid) content capture - an average of 200-300 drill videos, 3-4 talent, full production crew, white syc location.
Quarterly workout production - inclusive of script writing and talking-head audio capture.
Livestream Webinars - produce all livestream webinars for senior leadership, using Tricaster or Vmix software.
Pilot productions:
Audio Video Daily Beats - create a audio & visual representation of the Coach's “Daily Beats’ workout execution notes.
Yoga - produce a series of yoga workouts for the mobile app experience
Contributions
Own the content P&L for the company
Co-build the content strategy, including identification of modalities, unit volumes, production cadence and channel delivery.
Own all staffing, vendor relations, talent management, contracts, location sourcing, set design, wardrobe selection & approvals, script creation, creative briefs, post-production, final asset delivery, and channel distribution.
Strategize and drive the re-design of the mobile app ‘At-Home’ tab, into a highly curated content experience, inclusive of the date-driven playlist of training modalities, and the weekly mix of P1 content. Giving the user easy discoverability to a well-rounded week of workouts - resulting in a 20% increase in workout starts, across all modalities and a 35% increase in workout starts specifically from the ‘Weekly Mix’ carousel.