How I'd grow Boost

August 25, 2021

Boost is an app that wants to bring the real life personal trainer experience to your phone.

It uses the front-facing camera to analyze your movements and its AI mimics the interaction you’d have with a personal trainer.

Good positioning would focus on this unique feature to make it clear that Boost isn’t like other fitness coaching apps.

Unfortunately, they picked the wrong benefit. The real value people get from trainers is knowing how to do the exercises correctly.

I also feel they aren’t communicating the app value clearly on their website.

There’s no header and subheader above the fold, just a big Product Hunt badge.

“Your personal fitness coach” could work for any other fitness app out there.

A personal trainer can also create custom plans based on your needs.

This is another killer feature Boost has, but the website doesn’t explain it.

It just says the app adjusts your personal training program. Nothing else.

In general, the website feels too light - there is no about page, no blog, no testimonials…

In their defense, they just launched, but I’d still add more content as soon as possible to improve credibility and understanding.

Pro tip: every website benefits from adding testimonials to build trust, but the copy often just says how much they like the product. 

It’s more effective to make your testimonials counter visitors’ biggest objections.

The app is free because it just launched but it’s going to need a monetization plan soon.

Freemium would be the optimal choice, offering some free training to keep users engaged, but reserving the custom plans and add-ons for paying subscribers.

Before monetizing free users, Boost needs to acquire them.

Since only a fraction of visitors will download the app right after visiting the site, getting their emails will help Boost nurture and convert them later.

They definitely need to step up their incentive game.

One of the reasons I’d keep a library of general workouts free for everyone is because it’d allow influencers to promote the app.

I'd start partnerships with popular YouTubers that post free workout videos and have them create a few Boost-exclusive ones.

These partnerships wouldn’t be money for one random post (those rarely work), but long term with potential for affiliate programs.

If you give influencers a cut, they’ll be more incentivized to keep promoting the app across their channels (blog, social, email list, etc.).

App Store Optimization (a must for mobile apps) alone won’t be enough for Boost since it’s in a competitive category.

The bad news is they’ll need to run ads. The good news? There’s a lot of volume for fitness-related keywords.

The same is true for search. Ranking in this niche will be hard given the competition and their zero domain authority.

They’ll need Google Ads. Again, the good news is there’s a huge demand so they should be able to carve out a few downloads.

However, many people don’t click on random apps. They look for comprehensive guides to help them pick.

Boost should make a list of the articles ranking on the first page for relevant terms like “best workout apps” and start an outreach campaign to secure a feature.

Their pitch to websites should include:

- Social proof (serious websites only feature the best apps)

- An affiliate program (websites’ business model is earning from commissions)

Boost needs performance marketing to really scale their customer acquisition.

Considering their target audience, I’d go all in on TikTok.

Their ad platform is still quite new and CPMs are accessible for a new brand like Boost.

Learn marketing from case studies

Every month I pick a new website and write a marketing case study explaining exactly how I’d grow it