The user’s monthly activity is more than half, and the retention of the next month remains above 40%.
Family fitness has received particular attention this year. On the one hand, the news that Peleton, the US fitness technology company, is preparing to go public is exciting. The home fitness market looks promising. On the other hand, the Matthew effect of offline fitness clubs is obvious, the cost of entering the market is high, and home fitness has the opportunity to be like a line. As with education, one-to-many teaching is realized, and platform opportunities arise.
But the difficulty of home fitness is also obvious. The willingness to pay, the interactive experience, and how to overcome the laziness of human nature are all problems that startups must solve. The AI smart fitness personal trainer “myShape” that we reported earlier believes that in addition to technology, live group lessons + community is a good solution.
Last year We have reported “myShape” Pre-A round financing, the company’s positioning is a Smart fitness solution provider, its product is a machine vision-based intelligent fitness personal education, including self-developed 3D motion capture technology, gesture recognition error correction algorithm, sports mechanics expertise and a set of strong interactive fitness content.
The user connects the device to the home TV or projection, scans the applet, binds the account, selects the course, and the device will capture the user gesture video stream in real time. The user performs corresponding actions according to the courses in the screen. At the same time, the system analyzes the captured real-time video stream. Once the user’s fitness actions do not meet the standards of sports mechanics, the system will correct the user’s voice prompts. action.
In 2018, the company launched AI smart fitness personal education, focusing on tool attributes, but slowly found that retention has become a problem. This year the company made several iterations in the business, retention, repurchase and word of mouth The recommended data has increased dramatically:
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The first step is to join the community operations. Through user operations, such as fat-reducing camps, punching cards, and some incentives, competition mechanisms, such as the game of the lost PK, stimulate user activity.
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Second, it adds interactivity to the content. From the beginning of the recording class, I joined the interactive live class. Founder Feng Wei told us that the content and form of the course are not much different. In the form of group lessons, aerobic and cardio training is provided.Practice, dance, fitness and other courses for different training purposes, but the direct feedback of the live class is a substantial increase in user retention and activity.
In Feng Wei’s view, the benefits of live broadcast are reflected in two points: First, the user has a fresh period of recording and recording, and after fixed exercises and routines, they will lose their sense of freshness, and the courses led by real people will have guidance. Live broadcast will also increase the user’s stickiness; in addition, the companionship of live broadcast is also the appeal of many users, which is similar to the private education lesson.
About the logic of business iteration, in addition to the platform opportunities we mentioned at the beginning of the article, in Feng Wei’s view, online live lessons are also a match between supply and demand: 1. Low-line cities lack quality coach resources, online live broadcast + AI output content can make up for the scarcity of coach resources; 2. Online one-to-many makes the cost structure healthier, C-side payment is lower, and the supply side (coach) income can be greatly improved, the company’s income model has also been changed The structure of high class hour fee + user number can be used to attract famous teachers to enter; 3. The skill and physical threshold of group class is low, and the market has completed part of the education work, and the growth rate will be considerable in the future.
MyShape’s AI recognition is through a small speaker-sized device. The hardware price ranges from 899 yuan to 2199 yuan. The cost of the hardware is a double-edged sword. The advantage is that after the user spends the money, the cost will open the class. The company has the opportunity to stick to the user through the content; but this price has undoubtedly increased the cost of the customer. In this regard, myShape’s approach is that the old passengers bring new direct and large cash rebates, and the customer’s problems are cashed back. The method is handed over to the user, and the friend’s word-of-mouth endorsement will also reduce the psychological threshold of purchase to a certain extent.
According to the data provided by the team, myShape users start 18-20 times a month on average, with an average duration of 35 minutes. The user’s monthly activity is over half, and the next month’s retention remains above 40%.
In terms of the customer channel, in addition to the old passengers, the company also signed some net-red fitness coaches with vibrato and quick hands. In addition, the company also signed two students to create the camp 101 last year, this year will also consider using the traffic star to open the market. In addition to 2C’s business, the company is also working with some offline club head companies to do content output, as well as personal training fitness tools.
Next, myShape and some head equipment suppliers have cooperated, such as treadmills, rowing machines, strength equipment, etc., together with AI smart fitness equipment, the company is also very optimistic about TVThe importance of screens in the home, and therefore also with the head of the TV brand and chip factory, the introduction of smart fitness into the family scene.
The company had previously received 10 million yuan of Pre-A round financing, led by Tianqi Amiba, and the Ocean Group, the Seven Mile Capital and the old shareholders. In the past, myShape was awarded the Angel Wheel Capital of Yuan Xun Capital, Dingxiang Capital and Mobai Founder Xia Yiping. The company is currently seeking a new round of financing.