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.
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