15

Products available via subscription

2015

Date launched

99k+

Instagram followers

About

SOFLETE is a fitness training program that meets the physical training demands of combat athletes, specifically those who are in special operations units. The business launched in 2015 with a single 90-day physical training program, which was delivered to customers in a PDF. The concept took hold quickly in the market, and soon SOFLETE transitioned from PDFs to sharing their training programs via more sophisticated technologies.

Summary

SOFLETE is built on physical fitness programs that people can use daily to meet their goals. To accommodate their customers, SOFLETE needed to offer subscriptions for their training plans in addition to physical products. After checking out another subscription solution, the team at SOFLETE turned to ReCharge to offer a subscription system that could meet the increasing customer demand.

We chose ReCharge to power our subscriptions, and since then, the few times we have had to connect with ReCharge customer service, we've found that they've been super easy to work with, and quick to respond. Our customer service representative, Jess, has been super great.

Aron Woolman, COO at SOFLETE

Challenge

SOFLETE is a fitness training program that meets the physical training demands of combat athletes, specifically those who are in special operations units. The business launched in 2015 with a single 90-day physical training program, which was delivered to customers in a PDF. The concept took hold quickly in the market, and soon SOFLETE transitioned from PDFs to sharing their training programs via more sophisticated technologies.

This system worked fine, but the team ran into some problems. “There were some inherent challenges with the third party solution, the main challenge being that we had no white label option,” said Woolman. “Our programs were available through someone else’s website and app, so we had to push customers off our website over to this other website to make their purchase.” The SOFLETE team did have access to customers’ contact information, but the third party solution was too limiting.

For example, SOFLETE did not have access to data about customer activity within the third party solution. “If we were running ads, we had no idea about the conversion rates, or any type of ad-measuring metrics that you would normally look at,” said Woolman.

Results

SOFLETE knew they needed a solution that they could own -- one that would give them more control over the experience, as well as a better connection to their audience. The team decided to build out their ecommerce experience using Shopify, and they turned to ReCharge to power their subscriptions after experiencing difficulties with another Shopify recurring billing platform.

It was a big risk to switch over from the third party solution, as the team didn’t have access to customer’s information and had to encourage them to manually switch over. “We took a huge risk when we made that switch because we left this other platform, we didn't have access to any of the payment information,” said Woolman. “When we left, we really had to count on emailing these customers, and explain that we were switching over, and that they needed to cancel their accounts on the existing platform and move on to a new one.”

Thankfully, the risk paid off. Most SOFLETE customers successfully migrated to the new system, and SOFLETE continues to deliver exemplary fitness experiences, as well as a variety of relevant products, to their subscribers.

It was a big risk to switch our customers from our existing program to ReCharge. But our migration went really well and we’ve been growing our subscription base steadily since the switch.

Aron Woolman, COO at SOFLETE

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