The Opportunity

Recovery boosts performance

We know what this looks like for mainstream athletes, what about other high-performance lifestyles? 

We see Therabody owning a culture of recovery, not just the science behind it. 

A Platform for the Culture of Recovery

We’ll build an immersive platform where high-performers across every industry celebrate their rituals through live and digital connection.

Recovery to Therabody is what Extreme is to Red Bull. Through the endless devotion to what it means to be great - recovery means you continue.

Our strategy will tap into the daily user— from musicians and designers to founders and creators. 

Building the Flywheel

Curated tastemakers who live the recovery lifestyle

Digital amplification that ignites reach and scale

Community touch points to go from a message to a memory 

The Approach

Recovery is Science. Recovery is Success.

We begin testing fast to market strategies that ladder into a larger platform - meant to tap in to new communities and to create buzz and energy around the movement.

Strategy 1) Therabody Backstage

Markets:

  • NYC

  • LA

  • SF

  • Seattle

  • Chicago

  • Miami

  • Toronto

  • Denver

  • Nashville

  • Austin

This strategy allows us to activate the whole product line

We’ll select 10 important venues and partner to bring to life a backstage spa for traveling artists on tour.

Each venue will allow us to engage 5-8 artists with a synchronized two-day immersive activation

Artists will post socially and in some cases we’ll directly engage them for a bigger content bounce

For the fans, Therabody empowers selected VIP fans to enjoy the Therabody spa with their favorite artists, engaging the greater recovery community

Artists Reach :

Elite - 500k + social following, national recognition

Advanced - 250k social following, national and regional recognition

Rise - 10 - 50k social following, local and regional recognition

Digital Output :

  • Short form content for coordinated social postings

  • Embedded product links

  • On site and invenue VIP opportunities with fans and communities

Results :

  • Social reach

  • long and short form content

  • Buzz and excitement through coordinated efforts

  • Seeding and conversion opportunities

Test Timeline :

  • Month 1 - Pre-pro

  • Month 2 - Talent and Venue engagement

  • Month 3 - Execution, learnings and scale planning

Strategy 2) The Creator Upgrade

We’ll select 30 industry experts from different verticals - fashion, sports, music and more and partner to bring them the ultimate Thera-spa on the go.

By purchasing their domestic business class tickets to and from a business trip of their choice - we’ll have a captive audience to engage different people at the top of their game with the full product line up.

We’ll ask these pros to post their own content of the journey.

Experts will be able to seed co-travelers with a Therabody package of their own.

Experts Reach:

Elite - 500k + social following, national recognition

Advanced - 250k social following, national and regional recognition

Rise - 10 - 50k social following, local and regional recognition

Digital Output:

  • Short form content for coordinated social postings

  • Embedded product links, in air VIP opportunities with fans and communities

Markets:

  • NYC

  • LA

  • Seattle

  • Chicago

  • Miami

  • Austin

This strategy allows us to activate the most on the go product line

Results :

  • Social reach

  • Long and short form content

  • Buzz and excitement through coordinated efforts

  • Seeding and conversion opportunities

Test Timeline :

  • Month 1 - Pre-pro - talent selection

  • Month 2 - Coordinated execution, learnings and scale planning

Strategy 3) Podcasters Day On

We’ll select 10 influential Podcasters and use coordinated efforts for placement, media buy and live engagement. Podcasters will film while recovering in their own Thera-spa

Each podcaster will do their full set in the Thera product line up to depict that recovery can happen in the culture of success.

We’ll negotiate share of content and the pod teams will post on their multiple channels. Naturally conversation will flow around product attributes.

We’ll meaningfully go after those in the culture and not just on the wellness space

Digital Output :

Podcast placement, Short form content for coordinated social postings, embedded links for purchase

Results :

Podcast reach, social reach, long and short form content, buzz and excitement through coordinated efforts, seeding and conversion opportunities

Test Timeline :

  • Month 1 - Pre-pro - Podcaster selection

  • Month 2 - Negotiations and testing

  • Month 3 - Execution and placement

Markets :

  • NYC

  • LA

  • Miami

  • Austin

Example Podcasters :

Elite - Shannon Sharpe, Amy Poehler

Advanced - Jake Shane, Ky Dickens

Rise - Paige DeSorbo and and Hannah Berner, Jason Kar

Expansion to a Global Platform

Meet ups across verticals with each influential voice

  • Elite led keynotes showing leadership in each community 

  • Advance hosting events and experiences around core products

  • Rise meet ups promoting larger community focus and an emphasis ultimately on product conversion

Therabody Fest

    • 4 day immersive longevity festival

    • Aimed at press and media 

    • Hosted by Platform talent

Key event partnerships with like-minded partners 

    • Run & recover local clubs 

    • Micro beauty retreats

    • Greenrooms and backstage 

    • Tentpole: ‘Recovery World’ Concepts: Owning the Culture of Recovery at

      • F1

      • LA Olympics

      • Tour de France

      • Airlines

      • Marathons

      • Strava/Rapha/MAAP  

Summary

Position Therabody inside of culture - changing the lives of active community everywhere and daily recovery rituals.

Next Steps

Align on tests

Activate the community

Build for scale