TB12
Uniting Wellness Products and Coaching in Premium Subscription Platform
Visit SiteThe Challenge
TB12, Tom Brady's wellness brand, offered a complex mix of physical products (supplements, equipment, apparel), digital services (coaching, workout programs), and in-person experiences (TB12 Sports Centers). Their eCommerce platform treated these as separate businesses rather than an integrated wellness ecosystem.
Subscription management was fragmented - supplement subscriptions, coaching memberships, and content access were all handled by different systems, creating a disjointed customer experience and operational nightmare.
The Results
Subscription retention improved substantially as customers found it easier to manage and customize their wellness plans. Cross-selling between products, coaching, and content converted at significantly higher rates, driving a significant increase in customer lifetime value.
The unified platform dramatically reduced subscription churn - the single most impactful metric for a subscription-based wellness business.
Unified Wellness Platform
We built a unified platform that treated TB12 as one wellness ecosystem. Product subscriptions, coaching memberships, and content access were unified under a single customer account with one subscription management dashboard.
Cross-selling was intelligent: supplement customers received coaching content samples, coaching members got product recommendations based on their training goals, and all customers could seamlessly add or modify their subscription mix.
Screenshots
Behind The Work
The partners in the stack and the capabilities behind this engagement.
Partners
Services
Ongoing Maintenance
Retained development, support, and continuous improvement on a monthly-hours model.
Site Builds
Replatforming, theme builds, performance optimization.
CRO & UX
Conversion testing, UX research, redesigns that move metrics.
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