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Case study N° 05 Turnaround
Business-model pivot, 12 months saved.
Re-architected the business model and media engine of an AI home gym — cutting payback by over a year.
+140%
ROAS
12+ mo
Payback cut
Rental→buy
Model pivot
The challenge
A category-defining AI home gym running a rental-heavy model with long payback and 7-figure monthly media. The math didn’t work.
What I built
Shifted the business from rental-first to purchase-first. Rebuilt media strategy, tightened creative-to-conversion loops, restructured retention for LTV. Payback cut by 12+ months.
- Re-architected the model from rental-first to purchase-first
- Rebuilt media strategy and creative-to-conversion loops
- Restructured retention for LTV — cutting payback 12+ months