Helping Fairfax Media better understand their BodyPass platform.

Fairfax Body Pass is a subscription-based product that provides access to gyms, fitness studios and fitness-related activities. We were engaged by Fairfax’s GM of Digital for Lifestyle, Media and Events to assess the health and growth potential of the BodyPass product, and determine whether there was product-market fit before they invested in a mobile presence.

What We Did

Research
Strategy
Design
Development
Data
Testing

Discovery

We analysed all membership behaviour and established behavioural cohorts to make predictions about product growth. We then interviewed studios to gain a better understanding of their interaction with the platform and BodyPass customers to understand how they were using the platform.

Product Strategy

We provided Fairfax with immediately actionable recommendations based on analysis using Data Science and Lean UX techniques. These techniques allowed us to make hypothetical adjustments of pricing and subscription models to understand options in maximising profit.

The recommendations were a blend of tactical steps and longer-term strategic actions. These included: 

Product changes to increase profitability
Identifying ‘bad behaviour’ customers to remove
How to align marketing budget towards high profit segments
How to structure the business to match the operating cost profile to product revenue