Bevel health companion app, Oshun's website funnel, and Kane launches Eric Hinman collab shoe...
Here’s what we got this week in the business world of health, fitness, & wellness:
🗞️ The Story - Bevel launches health companion app.
📈 The Strategy - Oshun’s optimized website funnel.
🛍️ The Product - Kane x Eric Hinman collab shoe.
Bevel launched their health companion app that aims to extend your healthspan.
It is a comprehensive approach to improving health, longevity, and performance.
It essentially takes the health data from your fitness wearable, like your Apple Watch, and analyzes the data for you.
Giving you actionable insights and a holistic view of your personal health.
With data features such as strain, sleep, stress, training, habit tracking, and more.
My quick thoughts:
In terms of fitness wearables, I’ve used both a Whoop and an Apple Watch.
Both have their pros and cons to them.
With Whoop, I loved the in depth analytics, but often found myself obsessing over the data. And I also thought tracking workouts was a bit inconvenient.
With Apple Watch, I love the workout tracking and simplicity of the device. But I felt like the data beyond just simple workout tracking was always lacking and displayed poorly in the health app.
In a perfect world, I would use an Apple Watch, but get the data analytics and actionable insights that Whoop provides.
And from my short time using Bevel, it seems like it creates that perfect world for me.
By taking the health data from my Apple Watch and displaying it in easy to understand dashboards in their app.
And not only that, but it also adds the ability to track habits and customize the dashboards to your liking.
Bevel took advantage of a hot space and instead of creating their own fitness wearable, they took the data that already exists and packaged it up in a consumer friendly way.
Oshun has nailed their website funnel for optimizing conversion rate.
So I’ve built a handful of websites in my time.
Some fancy, some simplistic, some landing pages, etc…
And while there is certainly a purpose for each and every style, I always am drawn to the extremely simple, yet beautifully designed sites.
Which is exactly what Oshun has done here.
Most websites typically start with a home page.
And that home page usually has a hero section, about section, benefits section, testimonial section, pricing section, FAQ section, and a footer.
Each of those sections usually has a CTA (call-to-action button) that takes you to the shopping area or product page.
However, Oshun formatted their site in a way I’ve never seen before and I love it.
Instead of being greeted by a hero section, you are just greeted with the product at the top with a CTA to add the product to your cart.
Then everything below that is like a normal home page with info about the product, benefits, reviews, and FAQs.
Combining the product page and home page into 1 singular page.
Here’s why I love this:
When trying to optimize conversion rate, simplicity and brevity is key.
The less clicks a customer has to make and the less text they have to read, the better.
In this case, only 1 click is needed to add Oshun to your cart.
I’ve seen this website format pop up more and more recently and I think this style is going to continue to grow.
It removes the unnecessary page bloat that many sites today have and as a result increases your conversion rates.
Kane drops new Eric Hinman collab recovery shoe.
This new “Movement is Medicine” shoe is the second collab Kane and Eric have done.
And the story behind it is all about how Eric was out of shape in his late 20s, hired a personal trainer, started competing in triathlons, and began to recognize that movement was medicine for him.
It fueled his well-being.
So this shoe is all about that “Movement is Medicine” motto.
Eric is a great dude that everything should check out and I love this launch.
But we talk business here, so here’s my quick thoughts in that area:
There is an art to collab launches and it’s not always easy to do successfully.
That art is all about storytelling.
So many brands just grab a big name celebrity or influencer, slap their name on a collab product, and call it a day.
Hoping the product will do great numbers simply because of the collaborators name.
And sure, that might lead to a slight burst of sales, but it’s not the best way to do it.
You need to tell a story with collabs.
Create something for the consumer to root for - a hero and a villain.
In this collab, Eric was battling an unhealthy life and turned that around by starting to move in his late 20s.
Laziness is the villain, movement is the hero, and the happy ending is that Eric is in the best shape of his life now because of that movement.
This is a story that the consumer can get invested in, support, and even relate to because this is a common problem everyone faces.
Kane and Eric, well done on this collab.
