Experience Launches
From Tony, to Michelle, to the New York stage….content is KING
20-in-20: Shred & Sweat
Launched: 07.11.22
20-in-20: Pump Up the Volume
Launched: 03.22.22
20-in-20: Ignite
Launched: 09.07.21
Tony Horton - the ‘20-In-20’ Franchise
We saw that Tony’s programs continued to soar, in both ratings and member engagement metrics, above the rest of our program format release, across all demographics and audiences. To capitalize on this popularity we decided to target his next program specifically towards our beginner audiences - our most ‘at-risk’ for churn population.
Additionally we brought the franchise concept to life on our the New York livestream stage - looking to create consistency in our training methodologies, times, and coach personalities for our most loyal members.
Opportunity
20-in-20: Pump up the Volume
20-in-20: Ignite
Outcome
Tony’s 4th program, targeted at the beginner populations, with 3x short workouts a week, that progress in intensity week over week for a 4-weeks period,. The program will launch at the end of October and be marketed as a family-friendly program, that “anyone, at any level can do”, with the goal of keeping engagement high during the period of time between the Thanksgiving and Christmas holidays.
We continue to see the highest member engagement with the 20-in-20 livestream workouts, indicating that members enjoy the consistency in format and coach.
As part of my role at Tonal, I looked deeply at the engagement metrics for Tony’s programs, and pulled forward the concept to focus his next program on the beginner audiences and to bring the franchise to the NYC live stage.
Contribution
Michelle Wie West - Sport Specific Program Pilot
Opportunity
Piloting a sport performance workout experience was the logical next step in the content strategy for Tonal’s membership basis, with 36% of the active member base looking to improve their performance in either running or golf related activities, and 87% of that audience reporting they would take a Tonal program specific to their sport (if it was made available). To capitalize on this opportunity we quickly spun up a new content initiative with on one of our key pro athletes and early investors, Michelle Wei West.
In-Product Strategy: to support the launch of this new content type, we worked with product design and the engineering teams to create a bespoke experience on both mobile and trainer platforms, featuring a complete screen take over upon launch, timed push notifications, P1 promotional banner, and a golf-specific content carousel on the landing page, for ease of discoverability, showcasing the full suit of golf-specific content we had created for the launch (mobility, yoga, meditation and strength training workouts). Designed to give the consumer a wholistic and immersive experience.
Execution
In a test & learn mentality we set out to create 2x new golf-specific workouts. Featuring new production elements that showcased Michelle Wei West performing the warm-up moves, block intros, and recording bespoke audio clips, for in-workout guidance and motivation.
Members wanted more: longer workouts and a full golf program
Members were missing the excitement and energy that they get in other Tonal workouts
People weren’t a huge fan of the format; referencing the golf clips felt like filler when they wanted to actually workout with Michelle.
Positive Sentiment:
“Stronger golf is one of the main reasons I bought the Tonal! Thank you for adding this!”
“So glad you’re adding golf content! Please add a 4 week program next!”
“This is amazing to have pure golf content! Love all the shots from the course - very motivating! Thanks. Where can I buy a Tonal golf flag?1?1”
Negative Sentiment:
“More!!! Too short, more content and movements.”
“Kind of boring format. Coaching not authentic. Swing videos feel gratuitous without more relation to the movements".”
“Too short of a workout. No warmup for the deadlifts. Video progression was awkward. Not sure why there was grey demo videos.”
“Too easy. This should be called a warm up, not a workout”
Learnings
We applied these key learnings as we strategized the next round of content with Michelle Wei West, creating 3x new workouts that focused on a providing the experience our members were asking for - longer duration workouts, adding in sport-specific moves to the warm-up, adding a cool-down section, and increasing the overall intensities of each workout.
The new series is due out Sept. 2022
Outcome
Contribution
Analyze member engagement metrics from the first pilot experience and make programming and experience recommendations for the second pilot
Serve as the product lead for pilot #2
Collaborate with the production team on location selection and graphics treatments
Collaborate with performance on programming updates, based off of member feedback
Drive the in-product experience, including banner placement, P1 carousel placement and execution, push-notifications timing and marketing messaging
NYC Studio - Expanding the Livestream Strategy
Problem: Consumer sentiment on our live streaming content strategy indicated that while our members like the live class format, with over 70% sighting workout alongside the coach is highly motivating, engagement metrics were the lowest of any content format, due primary to the restrictive schedule - they they struggled to find options that fit their daily routines.
Hypotheses: By expanding the live stream strategy, adding the studio and production operation in New York City, we would be able to 3x the new workouts that our members were asking for. Increasing the frequency and volume of class options throughout the weekday day, scaling our range and diversity of coach personalities, add a platform on which to test new livestream modalities, and effectively increase weekly workout engagement metrics.
Contribution
We built the content strategy, including coach selection, training modality and class schedule by diving deep into our current workout metrics, focusing on high engagement times from our flagship LA studio. We paired that with extensive competitor research, and our own internal resourcing contraints - ultimately landing a plan and schedule that delivered workouts that spanned from 6:00am EST to 6pm PST, double our initial schedule and gave the members the largest opportunity to find a class that worked for their needs.
Sample planning schedule - balancing live 1-off classes, programs and encore workouts, across west & east coast time zones.
We launch the NYC studio on June 22nd, 2022
Adding 5 new coaches to the roster and doubling the live stream class offering, and seeing the highest single-class engagement metrics to date!
