Sweat + Qualtrics

Rapid growth comes with challenges—the Sweat team knows that as their reach and content expands, there’s potential to lose touch with their passionate base, to overspend in the wrong areas, and to conflate one woman’s needs and expectations with another’s. In order to deliver consistently excellent, personally resonant experiences in real time, they needed to build an ever-evolving and contextual understanding of users.

Qualtrics empowers Sweat to engage a diverse community of women in order to pinpoint their areas of frustration, identify their underserved needs, and personalize their digital experiences according to what matters most. Because women can communicate seamlessly in the context of their digital experience, Sweat can count on high response rates (up to 60%) while also having the ability to collect feedback for specific users (i.e., first-time users) at targeted parts of the journey (like after completing a workout).

Using this rich information about their users, Sweat builds customer profiles & segments using Qualtrics Experience iD. With the ability to segment and drill deeper into the reports, the brand has genuine consumer insights at their fingertips that are seamlessly shared across their tech stack to create meaningfully personalized journeys. During onboarding for example, they’ve created comms interventions to scaffold their members, resulting in a 5% improvement in trial to paid conversions.

In one example, the Sweat team learned that they needed to invest in the creation of shorter, 15-minute workouts to accommodate a segment of first-time users who were just starting out on their fitness journey. These shorter workouts encouraged women to integrate a fitness routine into their lifestyle, leading to increased engagement, as well as providing a tool to re-engage members who haven’t completed a workout for a period of time. This initiative, along with further optimisation during onboarding, contributed to Sweat smashing previously seen highs in Trail2Paid conversion.

Additionally, by overlaying realtime in-app-behaviors to their NPS analysis, Sweat was able to identify higher value actions linked with promoters and, by extension, improved retention and LTV. These actions now form a critical part of their onboarding journeys, as well as aiding in the development and optimisation of content.

In fact, that kind of close collaboration between the content and product groups has become commonplace at Sweat as they grow an increasingly customer-centric culture. Teams are working together to build out on-demand workout programming that reflects a growing understanding of each woman’s need for variety, drawing on insights that are readily available across the org—from trainers, to marketers, to engineers.

“We’re able to hone in resources and ensure that the content we surface is really delivering on her needs, her preferences—so that she is encouraged to stay with her fitness regimen.”
Carly Pevreall, Research & Insights Lead

Following a boom for at-home-fitness solutions during the pandemic, Sweat hasn’t been immune to the pressures of women returning to gyms and classes, let alone the raft of new entrants to the category. But their ability to deepen an already sophisticated understanding of women using Qualtrics’ suite of tools; and their resolve to deliver the best fitness experience for every woman, throughout their personal journey, have ensured the strength of key performance indicators throughout their experience, driving their success into the future.