WEBVTT NOTE This file was generated by Descript 00:00:02.770 --> 00:00:09.480 This really is taking the Body Coach experience the next level. 00:00:16.305 --> 00:00:18.255 I just remember people saying, like, if you just find what you love 00:00:18.255 --> 00:00:20.145 and just focus on it, you're going to be great at whatever you do. 00:00:22.595 --> 00:00:25.295 So in the early days, the body coach business was me personal 00:00:25.295 --> 00:00:28.265 training in a park, you know, one-to-one clients and boot camps. 00:00:28.395 --> 00:00:30.814 Then I started to share stuff on social media and I built my audience 00:00:30.814 --> 00:00:33.364 and I realised that I had a potential to create some kind of product. 00:00:34.085 --> 00:00:36.995 It was a PDF business, it was quite analog, but it really done a great 00:00:37.055 --> 00:00:40.355 job, but I wanted to evolve on it to go on a digital transformation, 00:00:40.355 --> 00:00:43.625 to create something user friendly, more accessible, easy to use. 00:00:44.864 --> 00:00:48.105 We found different reasons not to do it, that the investment, the kind of 00:00:48.105 --> 00:00:51.584 risk involved with going down that road and sort of really pivoting to a 00:00:51.584 --> 00:00:55.305 digital business because the business was very simple when it was a PDF. 00:00:55.334 --> 00:01:00.495 So we knew that we had to find someone to help us on that journey. 00:01:00.574 --> 00:01:03.095 ustwo were just one of the agencies on the list. 00:01:05.230 --> 00:01:07.840 When the brief came in, there were a number of you in the studio 00:01:07.840 --> 00:01:09.280 who are really excited about it. 00:01:09.550 --> 00:01:11.680 I realised that I had to pay attention, like who is this guy. 00:01:12.420 --> 00:01:15.000 The first meeting with ustwo and literally within about 10 minutes 00:01:15.240 --> 00:01:18.150 on the spot, and Nikki always says that you've got to slow things down. 00:01:18.150 --> 00:01:21.120 I said, you basically you're hired ustwo what can I say? 00:01:22.020 --> 00:01:24.510 What a spectacular meeting. 00:01:25.420 --> 00:01:29.420 They've been doing a lot, just kind of like on a hunch and intuitively, and 00:01:29.420 --> 00:01:34.460 they've done so much really well, but this is stepping into a different arena, this 00:01:34.460 --> 00:01:37.190 is really creating a digital business. 00:01:38.020 --> 00:01:40.630 Collaboration is actually quite challenging, especially when you have 00:01:40.630 --> 00:01:45.550 a client agency relationship, because in a way you have to be willing to. 00:01:46.080 --> 00:01:48.779 Show a bit of dirty laundry and hope that the customer 00:01:48.779 --> 00:01:50.309 relationship gets you through. 00:01:51.030 --> 00:01:54.830 The thing about the body coach was that there was a natural cultural fit already 00:01:54.889 --> 00:01:58.639 down to earth, open nothing to hide style, onboarding them to our ways of working 00:01:58.639 --> 00:02:01.699 with less about, are we gonna be able to collaborate well together and more about, 00:02:01.850 --> 00:02:05.410 do they realise that they're becoming a digital company, them understanding 00:02:05.410 --> 00:02:06.550 what the journey was going to feel like. 00:02:06.889 --> 00:02:09.039 It's gonna be up and down. 00:02:09.070 --> 00:02:10.870 We ask them to draw a little graph. 00:02:10.870 --> 00:02:14.470 So basically draw a line that represents how you're going to feel, you know, 00:02:14.470 --> 00:02:16.390 so up is feeling good, up and down. 00:02:16.410 --> 00:02:18.550 So everyone did theirs and you know, I've done this exercise 00:02:18.640 --> 00:02:19.600 dozens and dozens of times. 00:02:19.600 --> 00:02:21.100 So I know roughly what to expect. 00:02:21.130 --> 00:02:24.640 And then for the first time ever, I'd never seen someone do this before, 00:02:24.640 --> 00:02:28.440 Joe, the line was just positive from the beginning all the way to the end. 00:02:28.500 --> 00:02:29.940 That's just how I'm going to live my year. 00:02:30.100 --> 00:02:30.470 awesome. 00:02:30.990 --> 00:02:33.390 We started off with what we call a discovery phase. 00:02:33.519 --> 00:02:36.750 What are the parts of the, the experience that are going to be most valuable? 00:02:36.900 --> 00:02:38.700 How do we create the thing that people will pay for? 00:02:38.800 --> 00:02:42.660 That was an eight week phase of getting to know the business, getting to know 00:02:42.660 --> 00:02:45.600 Joe and Nikki really well and we came up with a proposition for the product 00:02:45.720 --> 00:02:47.800 and a plan of how we're going to do it. 00:02:47.920 --> 00:02:53.300 We are building a roadmap of things yet to come how does the business need to evolve 00:02:53.300 --> 00:02:57.650 and what does that mean for Joe and Nikki, that journey and that transformation runs 00:02:57.650 --> 00:03:01.400 alongside all of the creative work and all of the brilliant thinking that we're doing 00:03:01.520 --> 00:03:04.770 when it comes to the product itself and the way that that resonates with people. 00:03:06.035 --> 00:03:09.704 When you actually look at the fitness industry, I think a lot of the look and 00:03:09.725 --> 00:03:14.255 feel it's very aspirational it's very kind of body beautiful and the topography 00:03:14.255 --> 00:03:15.685 and the colours are all very slick. 00:03:15.815 --> 00:03:19.715 And yet Joe stands for something really inclusive, really positive, I 00:03:19.715 --> 00:03:21.635 think, quite different in the industry. 00:03:21.695 --> 00:03:24.865 And we wanted to kind of really turn that up in the app itself. 00:03:25.995 --> 00:03:29.114 We design and build together incrementally so we do a little bit by bit. 00:03:29.445 --> 00:03:34.674 So it meant that every two weeks we could show something that was working to Joe 00:03:34.674 --> 00:03:37.005 and Nikki and Joe used to get so excited. 00:03:37.265 --> 00:03:40.144 Yeah, it's going to be so good man, f****** great. 00:03:41.015 --> 00:03:43.894 It was almost like the perfect vision of what I had imagined. 00:03:43.894 --> 00:03:47.085 I'd imagined an app, you know, and I'd seen it in my head, 00:03:47.265 --> 00:03:48.435 but I could never describe it. 00:03:52.175 --> 00:03:56.735 We realised very early on that there were a lot of implications about any free 00:03:56.735 --> 00:04:01.535 slash freemium models, because video is such an integral part of our experience. 00:04:01.655 --> 00:04:05.250 And from a cost point of view, the whole thing is one of our biggest costs. 00:04:05.250 --> 00:04:10.470 So we realised that could be quite a costly experience to offer from a business 00:04:10.470 --> 00:04:13.650 model point of view and like, what does that mean then from a revenue point? 00:04:14.070 --> 00:04:18.750 Like there was a lot of interrogation on at the beginning, we landed at 00:04:18.750 --> 00:04:20.490 the subscription business model. 00:04:20.610 --> 00:04:22.760 Why would you pay a monthly fee for something? 00:04:23.255 --> 00:04:25.835 If we just give you access to all of our content upfront. 00:04:25.865 --> 00:04:29.225 Whereas our business model is largely based on a continuous release of content. 00:04:29.555 --> 00:04:33.695 So as a user, you build a library over time, but each month you get new 00:04:33.695 --> 00:04:36.605 content and therefore the subscription model really, really made sense. 00:04:37.315 --> 00:04:39.805 So everything was going to plan, you know, we're building the app, we're having sort 00:04:39.805 --> 00:04:42.895 of meetings we're you know quite involved and we got to visit the office and stuff 00:04:42.895 --> 00:04:46.045 and then suddenly, obviously COVID kicked in, we went into a massive lockdown. 00:04:50.085 --> 00:04:52.515 I was worried about the impact on the project. 00:04:52.515 --> 00:04:56.294 So I remember speaking to Lexi and team and sort of saying, what does this mean? 00:04:56.534 --> 00:04:57.705 Can you still build an app? 00:05:02.010 --> 00:05:04.950 Essentially the app has been built from home. 00:05:06.390 --> 00:05:08.419 Relatively early in the project, we realised we had to scale up 00:05:08.450 --> 00:05:09.740 much more than we anticipated. 00:05:09.919 --> 00:05:12.710 So we had to do a radical scaling up of the team. 00:05:13.010 --> 00:05:15.770 So we had to hire people remotely have them join the team remotely. 00:05:16.099 --> 00:05:18.075 And some of these people still have never met face to face 00:05:18.104 --> 00:05:18.885 through this whole project. 00:05:19.365 --> 00:05:22.125 Um, and yet you had to still have that cohesion that I've talked about. 00:05:22.125 --> 00:05:24.914 And I think that is super important to get the kind of outcomes that you 00:05:24.914 --> 00:05:27.945 get with a project like this, you know, project that is, people are 00:05:27.945 --> 00:05:31.015 proud of that they've done really good work on that the client's happy. 00:05:31.620 --> 00:05:35.070 You need strong teams, so building that up over COVID was not easy. 00:05:35.450 --> 00:05:39.530 We have to have a tough conversation about the timings and also the amount 00:05:39.530 --> 00:05:43.130 of work we needed to do to make it, make the app fly for all those 00:05:43.130 --> 00:05:43.940 people that were going to use it. 00:05:44.180 --> 00:05:46.849 It was a really crunchy time for a month or so. 00:05:46.880 --> 00:05:49.850 We had a really tough conversation with Joe and he was very honest about 00:05:49.850 --> 00:05:52.670 how he felt, you know, we all got over that and I think our relationship 00:05:53.330 --> 00:05:55.870 is stronger now than ever because of it because we went through that. 00:05:56.270 --> 00:06:00.414 Good morning, everybody, and welcome to day number one of my PE with Joe. 00:06:00.465 --> 00:06:03.585 Joe had the idea of PE with Joe. 00:06:03.645 --> 00:06:06.855 He has inspired millions of kids, he's inspiring their parents as well. 00:06:07.005 --> 00:06:10.155 They want to see their kids exercise, you know what I'm taking that role 00:06:10.155 --> 00:06:11.715 on and helping people get through it. 00:06:12.045 --> 00:06:15.915 We saw less of Joe, but, um, Joe was still absolutely present in all the 00:06:15.915 --> 00:06:17.655 key meetings like Joe doesn't stop. 00:06:18.915 --> 00:06:22.765 With a subscription model we knew that like things like activation and very 00:06:22.765 --> 00:06:26.005 early engagement, are, really, really important because if we can't show 00:06:26.005 --> 00:06:29.995 value to the user in the very first interactions that they have with the 00:06:29.995 --> 00:06:31.855 product, they will not resubscribe. 00:06:32.395 --> 00:06:34.915 And because we offered a monthly subscription in addition to 00:06:34.915 --> 00:06:35.965 a quarterly and an annual. 00:06:36.860 --> 00:06:38.940 That drop off point is much, much bigger. 00:06:38.940 --> 00:06:42.090 So from, from, from like, from, from the business model, I think that was 00:06:42.090 --> 00:06:45.570 one of the, one of the challenges and conversations that we kind of 00:06:45.570 --> 00:06:47.480 continuously had and interrogated. 00:06:47.690 --> 00:06:51.410 I'm getting really excited now we're so close and thank you for all the 00:06:51.410 --> 00:06:52.430 hard work you're putting into this. 00:06:52.430 --> 00:06:54.740 I know how hard you're working and it's just an amazing team. 00:06:56.810 --> 00:06:58.460 We never wanted to let him down. 00:06:58.700 --> 00:07:00.420 And that puts quite a lot of pressure on people. 00:07:00.560 --> 00:07:04.875 Everyone was really, really wanting to make sure that Joe is going to launch 00:07:04.875 --> 00:07:06.345 something that he can be proud of. 00:07:09.445 --> 00:07:15.215 The app didn't fall over. 00:07:15.215 --> 00:07:15.965 It's done really well. 00:07:16.045 --> 00:07:21.035 we've had a 0.005% crash it's 4.8 stars still. 00:07:21.855 --> 00:07:25.505 I love it, it looks amazing on iPad, it looks amazing in dark mode. 00:07:25.505 --> 00:07:27.845 I think his message is one that will resonate in a lot of places. 00:07:27.935 --> 00:07:31.655 And I think digital will allow him to meet his personal mission in a 00:07:31.655 --> 00:07:35.255 way that he couldn't have before this app's going to just continue to grow. 00:07:35.375 --> 00:07:39.395 We've got the tools to go on and build our own technology business. 00:07:39.725 --> 00:07:40.355 We went for it. 00:07:40.355 --> 00:07:41.285 We lent in hard. 00:07:41.285 --> 00:07:42.335 We invested heavy. 00:07:42.635 --> 00:07:45.815 We had an agency that we believed in and they just delivered the 00:07:45.815 --> 00:07:46.805 product we needed at the time. 00:07:48.030 --> 00:07:48.990 It could not have gone better. 00:07:48.990 --> 00:07:52.020 This, this partnership, this investment, what we've got out of it is just 00:07:52.020 --> 00:07:53.370 such an amazing product isn't it? 00:07:53.730 --> 00:07:54.750 And we've never looked back.