Delivering a personal fitness journey
To bring the subscription-based membership offering to life, we created a sub-brand called M10 Life: clearly related to the core business, but with an element of choice and freedom attached to the main brand.
The main goal of the M10 Life website was to create ‘the home of body transformation’. Key to the site’s success was the design and development of a robust, well-structured and user-friendly system that members would enjoy using and a platform intelligent enough to guide their personal fitness journey.
Transferring knowledge from other sectors
It wasn’t always an easy journey. Throughout, a concern for our client was having to take money from a proven and successful business model to invest in a new, untested, and unproven venture. It was clear that, while M10 was founded through entrepreneurial spirit, there were times where the ambition for creating something completely new felt to M10 like an overly risky undertaking.
However, by drawing on our B2B experience – particularly in working with SaaS companies – we could transfer knowledge over to M10 of how an online business operates. In doing so, we helped open up a whole raft of new possibilities for the M10 Life business. Ultimately, the challenge of generating recurring income was overcome with the creation of a paid-subscription model, where members sign up for a one-month trial membership, which then automatically converts to a paid membership.
Trying first, buying next
To make this work, we had to make sure that the complimentary trial membership was rich enough so that the user would see the benefits of full membership, without giving away too much for free and negating the need to upgrade.
While the free trial to fully paid subscription model was a great way to get people on board, another issue was maximising income once members had signed up for full membership. So, as well as aiming to convert users from their free trial to the paid membership, another goal was to up-sell users from one subscription level to another.