Infofit CDAP

Digital Transformation, The Customer-Centric Approach

Infofit’s digital adoption plan discovers an opportunity to earn recurring compounding revenue.


Client

Infofit is in the fitness education sector, providing in-person and online courses emphasizing hands-on training and experiential learning. It serves two target audiences, students wanting to obtain a personal training certification and personal trainers wishing to maintain their credentials through continued education.


Brief

Infofit applied to the Boost Your Business Technology stream of the Canada Digital Adoption program (CDAP) for an opportunity to receive the following:

  1. A grant of up to $15,000 covering 90% of the costs for a digital adoption plan developed by a registered digital advisor (me);

  2. Up to $100,000 in interest-free loans from the Business Development Bank of Canada (BDC) to help implement their digital adoption plan;

  3. And up to $7,300 to fund work placements for students or recent graduates to help grow through digital adoption.


Challenge

Infofit reaches its prospects through partnerships, influencers, affiliate and referral marketing, search engine and social media marketing. Its commitment to the local community and fitness sector ensures its students are in high demand while earning Infofit referrals - many local gyms pay their staff to train at Infofit.


Students wishing to attain training certification represent Infofit's largest revenue source. However, once they achieve their certification, they infrequently return to maintain it, resulting in a loss of potential recurring revenue.


Infofit's desired outcomes from the digital adoption plan included:

  1. Increasing average monthly revenue;

  2. Increasing student recruitment;

  3. Improving digital marketing performance.


Strategy

Infofit already had many digital tools to manage its operations: an eCommerce website, Keap (marketing automation), Members Solutions (membership management), LearnDash LMS, and a POS. It's also active on social media channels and performing better than its industry average for paid media. However, during the analysis phase, audits identified modifications to enhance its SEO and paid and social media.


Infofit wants to gain confidence in its ability to distinguish successful marketing campaigns from those it should discontinue through analytical reporting. Its digital adoption plan recommendations include three alternative tools and corresponding implementation plans to achieve this goal: the Google Marketing Platform, Metricool, and Hootsuite.


Lastly, we discovered an opportunity to improve Infofit's alum sales, providing the potential for compounded and recurring revenue. To maintain their certification, personal trainers must take continuing education (CE) classes annually. And while CE classes only represent a minor portion of Infofit's revenue, it's recurring, with the potential to compound as more trainers rely on Infofit to keep their certifications. And when alums are successful, as Infofit has witnessed, they become influential referral marketing sources.


A detailed implementation plan employing Infofit's existing digital tools demonstrates how to automate its sales and marketing to encourage personal trainers to manage their CE with Infofit. Timely email notifications, CE tracking, and subscription pricing will create the potential for an automated self-managed profit centre for Infofit.


Results

The CDAP grant covered 90% of the costs of Infofit’s digital adoption plan - and while the project timeline is one year, Infofit began implementing the recommendations immediately with quick and rewarding results.