As the leader of brand and growth marketing at Centr, I worked closely with cross-functional partners in engineering and content production to identify ways Centr’s mobile app needed to evolve to stay relevant with Gen Z and Millennial fitness trends.

When Centr launched in 2019, on-demand fitness content in a mobile app was a new concept; however, by 2023, post-pandemic fitness consumers had become accustomed to consuming content directly from their phones. Modern fitness consumers are following their favorite fitness influencers, saving quick workout circuits on TikTok and Instagram, and searching YouTube for the training style of their choice. To stay competitive, mobile apps need to offer exceptional content, tools, and experiences that can't be matched by free content on the internet.

I led a reinvention of our training experience in the app. Working with engineering to build a content delivery system prominently featuring Centr Coaches in the workout experience, with intro / outro videos and audio coaching to guide customers through training. The coach-first approach builds motivation, emotional connection, and ultimately co-ownership with our talent.

No longer were coaches hired actors in fitness content; they were helping co-lead our brand. This approach transcended our marketing efforts, allowing the authenticity of the coaches to shine through. We partner with coaches on hype-building pre-launch campaigns and community-building post-launch strategies, rallying customers to stay committed to each coach’s program.

A robust paid and earned strategy accompanies each program launch. With our paid flywheel generating hundreds of ad variants featuring talent’s social-first content, and PR efforts have landed earned coverage across trade, consumer, and podcast media.

The new experience and marketing strategy drove 70%+ YoY growth during the month of launch and has seen consistent growth as more programs have been added to the Centr App.