Subscription online fitness · 2014 - present

Acquisition, activation and retention for an online fitness platform.

I run marketing for Trèvol TV, a subscription platform for online fitness classes, end to end: acquisition, launches, retention and user experience.

2 AI agents
Visit tvtrevollleida.com

01Context and need

Trèvol TV offers online zumba, pilates, yoga and functional training classes and nutrition programmes. It started as a paid platform and is now included for CrossFit Lleida members: the challenge is no longer just acquisition, but getting members to use it.

Activate members and increase class consumption with segmented communications and a simpler user experience.

02My responsibility

I own the platform's marketing end to end: acquisition, launches, user communications and user experience improvements. The platform, the classes and the instructor team belong to Trèvol.

Working with
  • Management
  • Administration
  • Instructors

I work directly with management and administration. Classes and sports content are provided by the instructors.

03AI agents

Two independent agents: one prepares the campaigns and the other analyses the data and answers questions.

Agent 01

Campaign agent

Goal

Prepare and send the platform's email campaigns.

How it works
  1. Sub-agents
    • Marketing
    • Content creation
    • Layout
  2. Campaign ready to sendMailchimp
Agent 02

Analyst

Goal

Analyse all the platform and campaign data and answer questions about it.

How it works
  1. A question
  2. Analysis of all the data
  3. AnswerWhat happened, why and what to do next

04Method

  1. 01

    Segmentation

    Active registered users, inactive registered users and non-registered users, plus interests and disciplines.

  2. 02

    Planning

    Email calendar, class selection, themed campaigns and messages for each audience.

  3. 03

    Delivery

    Newsletters in Catalan, Mailchimp campaigns and welcome and reactivation sequences.

  4. 04

    Analysis and improvement

    Opens, clicks and sequence behaviour, plus spotting the user experience issues that got in the way of accessing classes.

05What I did

01

Acquisition and launches

Campaigns to bring in new subscribers, plus planning and running the platform launches.

02

Activation and retention

Mailchimp campaigns and welcome and reactivation sequences, segmented by each user's activity and interests.

03

UX/UI

User experience and interface improvements on the platform.

06Key decisions

  • →
    Segment by activity level

    Each user gets what is relevant to them, not the same send for everyone.

  • →
    Reactivate without guilt-tripping

    Sequences to win users back without reproachful messages or sales pressure.

  • →
    User experience first, new funnels later

    Buttons, class organisation and ease of use before more acquisition.

  • →
    A short launch for the included access

    A campaign focused on the improvements and on activating members.

07Highlights

01 · Acquisition

Start for free

The invitation to start for free sits in the header, before visitors are asked to explore the whole catalogue.

02 · Catalogue architecture

Classes by discipline

The offer is organised by the activity users already have in mind: zumba, pilates, yoga, functional training and more.

03 · Needs-led experience

Training when short on time

A home page block offers classes for people who are short on time.

04 · Content discovery

Choosing who to train with

The instructor becomes another way to find the right class.

05 · Offer design

From classes to programmes

Navigation separates recurring classes from paid programmes, which are more structured paths.

Let's talk about your project.

Get in touch