FitOn Health | HubSpot Marketing Automations & Email Campaigns

About the Client

FitOn is the largest health & wellness platform providing instant access to the widest variety of premium workouts and health experiences, all from world class trainers, experts and celebrities. It works with top health plans and enterprise customers to drive best-in-class engagement through its digital platform, expansive network of fitness studios and gyms, and condition management courses. The FitOn Health platform provides an integrated hybrid preventative care solution for employers and health plans to supercharge their benefits and help their members be more active, connect with coworkers, friends and family, and make leading a healthy lifestyle fun and motivating.

I was able to form a long-term relationship with FitOn Health building out their go-to-market CRM system in HubSpot from an early stage.

Goals and Objectives

Peerfit (prior to FitOn Health acquisition) had practically no automation in place and very little automated email campaigns for nurturing leads.

The goals:

Automate the HubSpot CRM for multiple departments currently using Sales and Marketing Hubs

Create email campaigns for post-form fillouts & contact fall-off

Clean previously obscured data to create the potential to scale efficiently

Integrate the HubSpot system with other tools and systems for lead generation, nurture, and data cleansing capabilities (i.e. Apollo.io, Slack, etc.)

Rebrand to FitOn Health after FitOn acquisition and manage any merged data

Service Delivery

The tasks:

Create advanced workflows, sequences, scoring properties, etc. to establish complex automations running in the background for lead assignment, lead source attribution, scoring and segmentation, and data cleansing for niche issues within the system.

Create multiple one-off and ongoing email campaigns using list segmentation to address warm and hot leads and catch lead fall-off across multiple audience segments

Help craft re-branding messaging and narrative

Mass HubSpot audit including record merging, record deletion, and asset deletion

Results and Outcomes

In 2022, at leading corporate wellness startup FitOn Health, we increased MIR by 2300% through automation on a 4-person team. We were able to fill our direct contracting pipeline with almost $3.5m in revenue potential for 2023, a practically exponential YOY increase showcasing the power of marketing automation when done right.

The post-merged company was able to rely on multiple successful email campaigns to nurture and engage leads, supported by an ecosystem of strategic automation in HubSpot on the backend. CRM data was cleaned and poised for rapid growth, supporting C-suite's ambitious revenue goals for 2024/2025.