Performance That Sells: From Pro-Grade Product to DTC Powerhouse
Learn how Wattbike overcame significant challenges to drive it’s DTC revenue.
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Elite Product. Shifting Landscape
Wattbike entered the post-Covid era with a strong reputation and a loyal customer base, but the market was changing fast.
The at-home fitness boom had peaked. Consumers were heading back to gyms. Discretionary spending was tightening. And the category was getting crowded.
Big-spending competitors like Peloton dominated media share
Software-led platforms like Zwift shifted expectations toward immersive, gamified training
Customers became more selective, chasing subscription bundles and slick UX over raw performance
Wattbike still had the best hardware in the game. But the DTC engine from paid media to CRO and CRM, needed to evolve fast.
Paid Media That Performed. CRO That Converted.
A high-performance marketing strategy focused on marginal gains – efficiency, scale, and site experience.
- Rebuilt Meta, Google, and YouTube ad funnels from the ground up
- Introduced new campaign structure to reduce CPC and improve retargeting
- Put emphasis into ad creative testing and experiments
- Created performance-first ad creative that reflected the Wattbike difference
- Ran landing page A/B tests to optimise PDPs, bundles, and finance offer messaging
- Leveraged expert advocacy and influencers to build influence and awareness
- Installed analytics tagging to track full-funnel behaviour and optimise conversion journeys
Leveraging Loyalty Through CRM
10,000 loyal customers – but no lifecycle strategy, no segmentation, and limited retention strategy.
I turned that base into a revenue-driving engine.
- Built out full-funnel Klaviyo automations: abandon, welcome, winback, and upsell
- Segmented users by intent, lifecycle, product type, and ride behaviour
- Launched targeted SMS campaigns for limited drops and flash sales
- Delivered education-focused creative, live EV demos and test drive experiences
- Created education and training content to drive engagement post-purchase
- Tracked flows and campaign performance to optimise send cadence and LTV
- Created a end-to-end store with cycling equipment, apparell, paraphernalia to drive repeat purchase
From Flatlines to Fast Lanes
Conversion rate tripled through CRO and campaign optimisation
CAC dropped by 30% across Meta and Google
CRM and email campaigns drove 15%+ of total DTC revenue
SMS campaigns had 28% click-through rate and 7x ROI
CRM repeat purchase rate improved by 40% over 90 days
- Created a loyal base to segment and launch a new mobile app subscription service
- Created a blueprint to help launch Wattbike in the US
