Digital health home apps have gotten popular. In the age of the pandemic and distressing world events, mental and physical health has now become a priority for millions of people.
There are many digital apps that help you track your workout. One of them that I use personally is “Runkeeper”.Â
App history
The app was launched back in 2008 to track fitness activities like running, walking etc. Even with the basic version, it helps you track your activities, set fitness goals. It also helps you connect with other app users as a way of creating a network of fitness pals. It was acquired in 2016 by ASICS, the sports apparel company.Â
The app also has a premium version where it can provide personalized professional training for races and workouts to the user. As of 2019, the app has about 50 million users worldwide.
Learning 1 – Understanding your users well
The 1st question from my friends and family when they knew that I was regular with my runs and yoga was if I was training for a professional event. Although I do races (at most once a year), it isn’t anything professional. Running a race for me is a health accomplishment and also my way of supporting charity. Most of the proceeds of the race registration go to charity. Most Runkeeper users are not athletes but people who want to remain fit and exercise regularly. The app caters to these users very well.
Learning 2 – A GREAT Free version
Never underestimate the power of a free version. The free version helps you understand the brand better and will drive the customer’s willingness to pay for the premium version.
- The app offers many informational features such as blogs, stories and articles. It acts as a great cue for users to think about their own health. Stories from app users give you hope that it could possibly be worth a try especially if it is a free offering.
- The app helps you track your workouts (be it running, yoga, pilates etc.). Data has a way of getting you. I have been using the app for over 10 years and it has helped me regularize my fitness routines. I have graduated to setting goals in the app. This is powerful because as humans we like to achieve our goals and that is why you are likely to adjust your schedule to meet your goals. This makes the app really sticky.
- You can choose to track your route (if you are running outdoors) or just log the time post run. Either way, the app has a great user experience and makes it easy to use.
- It has great integrations with wearables and audio stats during your workouts like running so that you don’t have to look at your device.
- One of the smart things post the ASICS merger is the ability to track your shoes. This is useful if you are a runner. When you run, it is not just your body that tires but also your shoes. You should retire them every 300-500 miles so that your legs have a comfortable experience. This is such a smart strategy for the user to be able to track their shoes in the app. It reminds you to change shoes once you have run the specified distance. Effectively, ASICS got you to buy shoes with a free version.
ASICS has acquired Race Roster, an organization that organizes races in North America mainly. With that the digital footprint has only improved. ASICS has better engagement with their users in different locations. They can influence buying patterns of sports apparel with races in different locations.
Monetization strategiesÂ
- Premium subscriptions – As of 2022, $55CAD is the annual subscription for the app for deeper insights and annual workouts. Even if 1% of the users sign up for the same, you are looking at $27.5 MM in revenue only from subscriptions.
- ASICS apparel – The RunKeeper website also has a section for ASICS apparel, which means that you are likely to buy sportswear.
- Sponsoring RACE events – It is common for race events to be group ones. You are likely to invite others to join you for a race as partners. Personally, I try to run one race annually. As part of the RACE package, they send you a T-shirt, a water bottle, and Gatorade pouches. It is usually the perfect time for you to evaluate your running shoes too! Of-and-on, I bought new running shoes at the time.
Closing thoughts
Runkeeper has certainly evolved since its inception in 2008. 14 years later, it is part of ASICS’ digital ecosystem, where it motivates and trains people to stay fit, invest in their sports gear and organizes events like races to help them stay active.Â
Investing in digital technology was a very smart move to engage directly with the customer base. Understanding their goals and motivating them to stay active with the app helped ASICS gain visibility. In my world, Nike and Adidas were popular brands. I didn’t know ASICS existed. With Runkeeper, I learnt more about this brand.
In 2019, with the acquisition of Race Roster, the reach has increased further. With COVID, large gatherings were prohibited and people were not willing to go to such gatherings. But with the concept of virtual races, they were able to sell the concept – “You can remain fit with the race and also contribute to charity to help the underprivileged community with the race.”.
Overall, the company has evolved with the times and tried to capitalize the synergies between its different acquisitions. It is also an offering for the times where people now have been forced to focus on their health.
Stay fit and keep tracking your workouts!!!