ATHES is a mobile training platform built for youth athletes, offering AI-guided workouts, mentor-led skill videos, and access to curated sports events. With a fast-growing footprint in sports like lacrosse and football, the brand needed a stronger acquisition engine that could turn awareness into installs, activate new athletes, and grow recurring subscription revenue. Our focus centered on Meta Ads, persona-driven creative, and email list growth to strengthen the full user journey from discovery to paying subscriber.
Paid social generated traffic, but lead quality was inconsistent, with many users not progressing past install.
Targeting was broad, lacking nuanced segmentation for each sport or skill level.
Email list growth had stalled, and Mailchimp flows were underutilized, resulting in low activation rates.
Creative did not clearly show real use cases like prepping for team tryouts, learning position-specific drills, or accessing upcoming events.
No structured feedback loop existed between campaign performance and product priorities.
Highest-value sports segments were not identified, causing budget dilution across low-yield audiences.
Built a sport-specific Meta Ads structure, tailoring audiences and creative for Lacrosse, Football, Soccer, and emerging verticals.
Designed persona-based ad concepts that showed drills, mentor instruction, and event access to boost relevance and performance.
Deployed lead-generation campaigns synced directly into Mailchimp, activating new users through a 24-hour welcome sequence.
Refreshed Athes’ email templates and creative library to match the new brand identity, improving early engagement.
Launched weekly optimization cycles, testing offers, hooks, formats, and audience clusters to drive incremental gains.
Analyzed early performance by sport and identified Lacrosse as the dominant high-yield category, enabling smarter budget allocation.
616 net-new members acquired from Meta Ads within six months.
Email list grew +69 %, driven by improved lead capture and platform integrations.
+38.8 % month-over-month lead growth from launch.
Custom Welcome email series designed, boosting first-touch engagement and trial starts.
Improved email template design increased open and click-through performance across all nurture flows.
Sports-level performance insights identified Lacrosse as the top-performing segment, guiding smarter budget allocation and higher ROI.
