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Fitverz

Fitverz is a B2B2C wellness app that offers access endless in-person and online services, supported by employers and health plans.
- Over 100 gyms and wellness centers
- 3,000+ recorded sessions
Role: Co-Founder & Head of Product

fitverz.com

united states (remote)

I co-founded Fitverz and led the Product team, overseeing 15 employees and going from 0 to 150k users over 4 years. I led customer research, UX design, onboarding optimization, and lifecycle messaging, until successful exit. This experience developed my demand-side thinking and leadership style, translating our business model and cross-functional complexity into digested, measurable OKRs.

Achieved 60% avg. user enrollment rate (10x vs industry) and over 12 avg sessions per month (50% > industry).

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Strategic iterations

2020's pandemic put a stop to our fully in-person catalog and forced us to pivot.

End users had shown great KPIs, validating strong adoption and retention.

The company wasn't acquiring corporate clients fast enough (8-month runway).

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The task

I had to redefine our business model and value proposition, to not only navigate through the pandemic, but also reach profitable growth faster.

  • Key Results:
    • Business continuity during the pandemic
    • 2x our breakeven point
    • Solutions implemented in -3 months (6-mo runway)

Actions taken

Customer discovery: Revisited stakeholder pains & JTBD.

  • HR Reps loved our product, but had low decision-making power.
  • CFOs and COOs perceived HR benefits as a cost driver, and a nice-to-have.
  • Employers were hyper prioritizing health + remote work.
  • Fitness providers were looking to stay in business.

Strategic pivot:

  • Identified Health Plans & Insurance brokers as new and more resilient target customers.
  • Conducted customer discovery meetings to the right value proposition.
  • What worked:
    • Instead of targeting the medical vertical, we targeted the commercial team, helping them stand out and differentiate in the market.

Operational execution: 4-month roadmap

  • Offered a white-label interface that could be embedded into Health Plans proprietary apps.
  • Created a utilization & demographics dashboard for Health Plan's ROI and business intelligence.
  • Ensured HIPAA compliance.
  • Collaborated with our fitness experts to record 2k sessions in exchange for a free app to monetize.
  • Redesigned the UX to offer both in-person & remote sessions.

Mid-term additions:

  • Enabled capabilities for Health Plan marketing: Featured content, event booking, and cross-promotion.
  • Integrated with Health Risk Assessments, reward programs, and other third-party software.
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Processes and tools involved

market research
Product strategy
customer discovery
business modeling
sales
demand-side thinking
Jtbd
change leadership
vision & roadmapping
Lean-startup methodology
api integrations
hipaa compliance
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Results

Initial prototypes grabbed immediate attention, signing 2 contracts with insurance brokers, and lastly, closing an exclusive agreement with a health plan with over 1M beneficiaries. This led to a successful exit in 2022.

User growth
10k→150k (6k MAU)
Revenue
20x by end of 2022
Utilization
10.4 sessions/mo
User life time
Avg. 5.7 months

Other projecs

Here are some of my favorite works

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Retention improvement

Led a cross-functional taskforce that reduced core product churn by 50%.Built and prioritized a 6-month roadmap with new features.

analytics
problem solving
prioritization
KPIs / OKRs
Case details
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Acquisition & growth

Built the go-to-market strategy and designed the UX to acquire the first users over 6 months. I iterated the onboarding flow to drive CVR growth.

0→1
funnel optimization
product marketing
UX/UI
Case details
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Aha-moment roadmap

Identified the business needs to reach product-market fit. I led customer discovery efforts and used the latest AI capabilities to drive adoption.

customer discovery
ai
Value prop
prototyping
Case details