Reshaping Sport & Green meal plans strategy
Client Sport & Green is an innovative meal planning service designed for professional athletes and highly active individuals. Each dish is crafted by sports nutritionists and prepared by French chefs, customized to meet individual needs, body types, sports, and goals. Endorsed by former professional athletes, the service offers subscription plans through its website and is also available in select gyms and sports facilities across France.
The Challenge: Initially, the business concentrated on securing partnerships with sports venues and professional teams, leaving the online subscription aspect in need of a solid strategy. There was a lack of clarity regarding the different plans, their variations, goals, and target audiences, as well as the appropriate messaging for each. The website did not effectively convey this information, leading to our task of completely restructuring it, redesigning necessary elements, and clarifying both the products and messaging. We aimed to enhance the user experience, focusing on personalization, which is a key feature of Sport & Green's offerings. Additionally, there was a requirement to establish a CRM and email marketing strategy to further enhance personalization before and after purchases.
The Results: The outcome was nearly a completely revamped website that includes three distinct plans and corresponding content to support each one. We created a personalized checkout process, enabling Sport & Green's nutritionists and chefs to engage with clients and prospects by accessing relevant information about them. The checkout process was simplified, and essential content was added to inform first-time visitors why Sport & Green is the ideal choice. Alongside the CRM enhancements, Sport & Green is now equipped with the necessary foundations to continue its impressive growth.