The problem

RunDot, one of Predictive Fitness's two flagship AI-powered adaptive training platforms, had a genuinely differentiated adaptive training engine, but the business hadn't turned that technology into a repeatable growth engine. Trial cost was too high, conversion from trial to paid was inconsistent, and the marketing function itself was running on fragmented systems that made it hard to see, let alone improve, the funnel.

My approach

I owned go-to-market strategy, pricing, and launch for RunDot's relaunch as a native, mobile-first product, leading a globally distributed team of 8 and partnering directly with product and engineering on go-to-market timing, positioning, and roadmap priorities.

Pricing itself was part of the problem: five overlapping, feature-based plans made the decision a barrier before a runner even started a trial. I also led messaging strategy and the brand positioning behind the relaunch, anchored in precision over grind rather than generic AI hype, and extended it beyond the app through a branded podcast and race-day partner marketing.

RunDot user persona and product experience mockup for a data-driven competitive runner
One of the customer personas built to anchor the relaunch positioning, shown alongside the in-app experience it informed.

What I did

  • Conducted customer and competitive research, tracking other endurance and fitness platforms, to inform relaunch positioning
  • Simplified pricing from five overlapping, feature-based plans to two customer-centric plans, and rebuilt messaging around that simpler structure to reduce friction between trial and paid conversion
  • Led messaging strategy and the supporting customer personas, spanning first-time racers to competitive, data-driven athletes, anchoring a new brand positioning built around precision over grind
  • Extended that positioning beyond the app: launched a branded podcast featuring Olympic runner Carrie Tollefson, and built partner marketing tie-ins with the McCourt Foundation, the Rose Bowl Half, and the LA Marathon to reach runners while they were actively training
  • Migrated the company to HubSpot in-house, in three months, running legacy systems in parallel and consolidating 600K contacts out of 15 disconnected systems, cutting redundant marketing spend by $20K
  • Built a founder marketing program from zero, growing to 15K followers in four months, backed by an AI-generated content engine
  • Applied AI-driven workflows to standardize content across creators and built a tagging system for a previously unsearchable media asset library
RunDot user persona research overview, four personas
The four personas built from customer and competitive research to anchor the relaunch.
RunDot Trail Blazer campaign creative
Campaign creative extending the precision-over-grind positioning beyond the app.

Results

23%Reduction in cost per trial
2xTrial-to-paid conversion, doubled
~60%Reduction in customer acquisition cost
$20KReduced marketing spend from CRM consolidation

An improved product experience creates the opportunity for better conversion. Go-to-market strategy is what actually captures it. Pairing a redesigned, more motivating training experience with sharper positioning, simplified plans, and a rebuilt marketing operations foundation is what took RunDot from a strong product to an efficient growth engine.