Launched Exos’ first fully hybrid coaching experience: a coach- and registered-dietitian-supported 6-week progressive plan with assessments, 100+ templates, weekly narratives, and automation to scale personalization and measurable progress for members and new business opportunities.
TL;DR
- What: Net-new hybrid product + service launch: coach-built 6-week personalized plans in the Exos app
- Why it mattered: Turned 1:1 coaching into an in-app, measurable program, and enabled Exos’ first hybrid experience for facility-based clients
- Role: Director of Member Content (Member Experience) — product + service launch
- Owned: End-to-end content strategy and in-product copy, plus key system components (assessments, templates, weekly narrative, notifications)
- Timeline: Launched January 2026 (9-month build). Focused A/B tests in progress (acquisition + adherence).
What Shipped (the “Web of Parts”)
- Member journey: Discovery session → assessments → plan ready → 6-week program → reassessment → progress into the next plan
- Assessments: Co-wrote 13 targeted assessments with research and methodology, aligned language to scoring outcomes
- Template library: Co-built 100+ plan templates using existing on-demand content plus 200+ new custom activities
- 6-week narrative: Wrote weekly overviews (theme, goals, expectations) so each plan variation reads as a cohesive program
- Microcopy as leverage: Embedded lightweight education and expectation-setting throughout the flow (so the experience carries more of the “how this works” load) for the coach
- Operational moments: Plan-ready handoff, week transitions, end-of-cycle reassessment framing
- Comms: Supported product marketing with push notifications (plan loaded, daily reminders, adherence nudges)
Cross-Functional Work
- Product and Design: Flow, IA, screen layouts, and what needed to be true at each step
- Engineering and Data: Automation (scoring, plan readiness) and instrumentation
- Research and Methodology: Assessment content and scoring alignment
- Coaching stakeholders: What members need to understand to make sessions effective
- Product Marketing: Notification strategy and tone
Outcomes (Targets + Early Signals)
This program is early; members have not yet completed full 6-week cycles. For now, this case study highlights a small set of success targets (OKRs) and the system/instrumentation put in place to deliver against them.
Key Success Targets (OKRs)
- Member acquisition: 25% of all new members join the coach experience
- Activation: 75% of members who join the coach experience get a plan
- Activation: 80% of members who get a plan start the plan
- Adherence: 65% of members are active in the app each week
- Satisfaction: Member NPS ≥ 65 at the 4-week mark
- Coach capacity: On average, plans take coaches < 15 minutes to create
Next Iterations
- Validate and iterate on acquisition and adherence experiments
- Evaluate the “front door” experience for existing members (not just new members)