How Iterable Is Helping MWH Give Loyal Users More of What They Want

Founded by fitness icon, certified yoga and Pilates instructor, meditation teacher, health coach and podcaster Melissa Wood-Tepperberg, Melissa Wood Health (MWH) is a digital wellness and lifestyle platform on a mission: to make more mindful living attainable for all.

Living room workouts filmed with an iPhone turned into a wildly popular streaming video channel and booming subscription business, and the Melissa Wood Health community grew even bigger as people sought out at-home workouts during the pandemic.

Melissa originally began filming her workouts and posting them to Instagram in 2015, over time attracting a hugely loyal following thanks to her accessible yet aspirational routines that combined pilates and yoga with meditation. Living room workouts filmed with an iPhone turned into a wildly popular streaming video channel and booming subscription business, and the Melissa Wood Health (now known as MWH) community grew even bigger as people sought out at-home workouts during the pandemic.

MWH’S DIGITAL EVOLUTION

An Ownable, Branded Experience

As MWH grew, the brand needed new digital solutions that could scale along with its audience. Moving from a third-party streaming service to its own platform built from the ground up would unlock new branding opportunities and provide greater flexibility to give its community more of what they loved.

To bring the new evolution of its platform to life, MWH needed a tech partner who could share their vision and take it further, setting them up for success with a dynamic solution that would support the brand’s long-term growth. They ultimately landed on Heady; as a Brooklyn-based digital product consultancy that works with leading brands like Crate & Barrel, LG, and Hibbett Sports, we're committed to being guardians of our clients' digital futures. Our focus is on long-term partnerships that help our clients achieve their biggest digital goals, a philosophy that resonated with MWH.

After an accelerated 9-month build, MWH launched the new evolution of its platform in November 2022 with a newly expanded website and a brand new native mobile app. For the first time, the brand’s content featured creators beyond Melissa herself. The app and website now give users access to streaming workouts from a diverse crew of 7 new instructors, plus expanded lifestyle, nutrition, and beauty content to help fulfill users’ demands for more of all things MWH — all things that simply weren’t possible on their previous third-party platform.

CONSISTENCY IS KEY

Building Stronger Member Relationships

With a successful launch in the rearview, MWH was excited to continue deepening relationships with their 100,000+ active members.

Consistency is one of the brand’s core philosophies, citing it as the key ingredient in creating real transformation for both physical and mental health. Similarly, the brand knew that consistent and personalized communication with its members was key to best serving them, and that meant being able to easily and efficiently reach them across all channels.

We identified that the brand’s existing solution for subscriber communications eventually wouldn’t be able to scale with the business, so it was crucial to find a better solution to integrate with the newly built platform. With a small but mighty team, MWH wanted to keep things simple and streamlined when it came to onboarding partners. That’s why we recommended Iterable: As an industry-leading, all-in-one customer communication platform that’s built for the modern marketer, it would give MWH a multitude of options for personalized, cross-channel communication with members, from in-app messaging and push notifications to email journeys.

KNOWLEDGE IS POWER

The Value of Rich User Data

Currently, the brand’s focus with Iterable is crafting email journeys for different subscriber segments and using in-app messages to push content within the app. Push notifications are also currently being developed as a new channel for user engagement. But for MWH, the most exciting possibilities with Iterable lie in the user data.

From what types of workouts they prefer to how often they’re using the platform, Iterable’s robust, real-time reporting is enabling MWH to see exactly how users are interacting with the platform. Capturing this granular information provides valuable insights on what content is performing best, allowing MWH to put their members in the driver’s seat when it comes to future content creation.

“We’re now able to dig so much deeper into the data than we used to be able to,” says MWH’s Head of Product, James Maher. “Iterable empowers us to better understand what’s important to our users so we can give them more of what they want.”