Industry
Fitness
Year Founded
2013
About iFit
iFit was founded in 2013 as an interactive, personalized, world-class training solution that brings together at-home fitness, nutrition, and sleep tracking all within a single platform. The subscription-based technology offers global workouts, studio classes, and personal training sessions right from the comfort of your own home.
Users can connect their iFit-enabled equipment from brands like NordicTrack, Proform, and Freemotion to create a more immersive experience by giving trainers the ability to control each workout’s intensity. The personalized fitness platform offers true interconnectivity and allows users to seamlessly upload their fitness stats to track results and progress on the app or iFit.com.
iFit’s Challenge
With the peak of the pandemic and the launch of the non-connected capabilities, iFit experienced exponential growth, and with that growth, they saw a large portion of their audience shift to the mobile web.
As their audience began to shift to mobile web, iFit realized the importance of creating a direct cross-platform acquisition funnel that would remove any obstacles for their members during the download process. They knew they needed to find a solution that would help increase conversions and provide a seamless journey. That’s when they partnered with Branch, powered by the stability of AWS.
The Branch & AWS Solution
iFit is runs its infrastructure for their website and e-commerce platform on AWS. iFit partnered with Branch, which is also built on AWS, to launch Branch Banners to create a seamless web-to-app install experience.
iFit launched Branch Banners to boost installs, improve conversion rates, and help move users down the funnel. With Banners, iFit could customize the look and feel, the messaging, the URL, and the link redirect specific to their audience. The easy-to-use interface of Branch’s Banners creator allowed the iFit team to execute nimbly and allowed a limited resource team to succeed during a hyper-growth state.
The powerful combination of Branch Banners and the reliability of AWS gave iFit the ability to own the app install experience from end to end and improve the experience for their members.
“This experience is truly so vital to us, and it’s what we rely on to create a best-in-class experience for our members in order for our product to be successful.”
Kevin Chelak, Acquisition Marketing Director, iFit
The Results
Before implementing Branch, iFit saw a click-to-install rate of below 20%. During the initial phase, iFit saw an average click-to-install rate of almost 40% with Branch Web-to-app Banners. By implementing Branch Banners, while at the same time leveraging AWS’s ability to simplify infrastructure management, iFit converted organic traffic from their web experience at zero cost.
Executive Summary
iFit is in the home fitness category and was growing rapidly throughout the pandemic. In the spring of 2020, iFit expanded its digital product offering to users who do not own iFit enabled equipment by launching non-connected apps, like Amazon Fire.
Their small team wanted to capitalize on their large amount of web traffic and convert them into engaged app users and keep them as members to maximize LTV. iFit needed a concrete mobile strategy and a modern mobile tech-stack in order to do this effectively and efficiently.
