Robot massages have arrived, run club funnel strategy, and skin health candy lollipops...
Here’s what we got this week in the business world of health, fitness, & wellness:
🗞️ The Story - Robot massages have arrived.
📈 The Strategy - Travis Barker’s run club funnel strategy.
🛍️ The Product - Lemme Glow launches new skin health lollipops.
Robot massages have officially arrived, thanks to Aescape.
Available at a select few luxury hotels in New York and coming to multiple Manhattan Equinox locations by the end of August.
7 years of design innovation and engineering went into making these a reality.
Which is a massage experience that is fully controlled by you.
Change the pressure, intensity, target areas, and even the music + lighting of the environment.
I care about 2 things here:
First, the accessibility.
And I’m not talking about how readily available these are, since they are only at a few locations in New York.
I’m more looking into the future when these are devices are at every gym or can even be purchased for home use, such as cold plunges.
I’ll be honest, I am not a massage guy. I’ve only had 1 sports massage in my life.
But I loved that 60 minute session and wish I did them more.
The reason I don’t go back is the friction and accessibility.
I’m just not interested in scheduling the appointment, having to drive to a spa that is not somewhere I am comfortable in, and spending $200 in the process.
But if you said this was in my basement or at my gym to use whenever I wanted in private, then count me in.
Second, the price point.
Massages can range in price, but usually you’re dropping a pretty penny for sessions.
These robot massage though - $60 for 30 minutes.
Not bad when you compare it to human massages.
A fascinating technological advancement that appears to be making a luxury good more accessible to all, and I’m very interested to see how good they are.
Travis Barker has a new run club called “Run Travis Run”.
It looks like a sweet experiential event that is both rewarding and entertaining.
But that’s not what I want to talk about here.
What I want to talk about is the business funnel Travis has setup.
So let me give you a quick lesson on funnels:
For simplicity sake, let’s say a business funnel has 3 levels to it.
Top of funnel, middle of funnel, bottom of funnel.
Here is the high level purpose of each:
Business does marketing, business builds relationships, business sells to those relationships.
The strategies you deploy at each of those levels will vary depending on the business.
So now let’s look at Travis Barker’s funnel:
Now I know, it’s not perfect.
A musician who’s bottom of funnel is a wellness product?
Not a perfect match.
The middle and bottom are a great match though.
Runners / fitness folks who are also fans of Travis will be VERY interested in his wellness products.
Sometimes when you get eyeballs, selling something to them is better than nothing.
And in this case, Travis has seemed to have figured out a way to take his fame on stage and turn it into a long term business.
Take notes and think about how your funnel is setup right now and can improve.
Lemme launched new skin health lollipops called “Lemme Glow”.
Going across the aisle to Kourtney Kardashian’s company (she’s married to Travis Barker - this family knows a thing or two about business).
They have a suite of wellness products such as gummy supplements, capsule supplements, and tinctures.
And now their newest, Lemme Glow Lollipops.
A pro-collagen & vitamin C formula, formulated with collagen peptides, and infused with Cocoa Butter.
To improve your skin and natural glow.
Looks like a pretty clean product, but here’s the main thing I like about it:
In the past, I’ve talked about the idea of taking a product and packaging it differently.
We’ve seen it the most with creatine being packaged in gummy form, and now MANY other supplements are following suit.
Gummy supplements are everywhere now and all the rage.
And this lollipop is taking that same approach.
Taking the supplement of collagen and packaging it in a new form - a lollipop.
But I think this was a lot more strategic than just simply picking a random candy.
Collagen tends to be more popular with females, because it benefits skin and hair (there’s a reason females age better than men).
And I’m not gonna beat around the bush here, a sucker is more of a female candy as well.
More so, it’s just not a candy that men prefer to eat. I don’t need to elaborate here.
So Kourtney and Lemme decided to package this supplement product in a pink sucker with their known purple packaging.
Clearly targeted at women.
Kourtney, I tip my cap.
This was well executed and I think we’ll continue to see this supplement re-packaging trend continue to evolve in the coming years.
