YOUR CITY.
YOUR GYM.
PULSE is the fitness app for young urban professionals — 20-minute workouts, zero equipment, anytime, anywhere. This is the 6-month go-to-market plan.
Urban pros don't skip workouts because they're lazy — they skip because the gym is 40 minutes away and the day is already full. PULSE removes the commute, not the effort.
"Work out in the time it takes to order coffee." — 20 min, no equipment, coached by pros.
The urban athlete
is time-poor, not will-poor.
Three personas. One shared constraint: no time for the commute. They're already paying for convenience everywhere else.
The Hustler
14-hour days, hotel gyms, travel. Works out at 7am or 10pm — whenever the calendar breathes. Will pay for anything that removes decision fatigue.
The Parent
Kids asleep at 9pm is the only slot. Home workouts must be quiet, short, effective. Motivation: setting the example, not the six-pack.
The Newbie
Intimidated by gym culture. Wants guidance, not judgment. Discovered fitness through Reels — and expects everything to look that good.
Home fitness is booming.
And the incumbents forgot the city.
Market tailwind
Home fitness grew +31% since 2021 and keeps compounding as hybrid work normalizes. Urban pros = the fastest-growing segment.
$16B home fitness by 2026The gap
Legacy apps optimize for gym-goers and long programs. Nobody owns the 20-minute, city-apartment, zero-equipment slot.
0 serious incumbents in the slotOne flywheel.
Four engines.
Every dollar spends on awareness → consideration → conversion → loyalty. Each engine feeds the next; retention funds the loop.
01 · Awareness
Own the feed. Reels & Shorts with 3-second hooks — "the workout you can do before your coffee cools."
02 · Consideration
Proof beats promises. UGC transformations, micro-influencers in their own apartments, before/after in 20-min sessions.
03 · Conversion
14-day free trial with no card. Paywall lands exactly when the streak is longest — day 9–12.
04 · Loyalty
Streaks, monthly challenges, and "city leaderboards". The app becomes the habit, not another notification to ignore.
The compounding loop
Retained users generate UGC → more awareness → cheaper CAC. Every engine's KPI feeds the next.
CAC ↓ 38% by month 6, from the loopNorth-star metric
We optimize for weekly active sessions per user — not vanity installs. Sessions = habit = retention = revenue.
4.1 sessions / user / wk targetWhere the city
already scrolls.
Budget split across five channels — each with a job, a KPI and a kill-criterion.
Instagram Reels
Primary hook machine. 5 reels/week, 3-sec hooks, DCO testing 12 variants.
YouTube Ads
30s "why PULSE" + real sessions. Targets gym-commute searches & fitness content.
TikTok
Organic-first with paid amplification on winners. The P3 newbie persona lives here.
Influencers
40 micro (10–100k) in target cities. Content shot in their homes — authenticity over polish.
Search & ASO
Capture demand: "home workout app", "20 minute workout". ASO on the store listing.
+ Owned media
Email to 40k waitlist, push in-app, referral ("give a week, get a week").
The ads look like
the city feels.
Not fitness-guru infomercials. Real apartments, real schedules, 3-second hooks that stop the scroll.
HOOK · 0–3s
PROOF · 10–20s
Hook in 3 seconds
Text-on-screen in the first frame. No logos, no intros — the payoff is visible by second 3.
UGC, not polish
Shot on phones, in real apartments, by real users. Authenticity converts; production value doesn't.
Proof beats promises
Every creative ends with a real metric: "2.4M minutes trained this week" — social proof, always live.
Always testing
12 variants live per week. Losers killed in 48h. Winners scaled 3×. Creative budget = 20% of media.
From view to
paying habit.
Modeled on a 12M impressions / month media plan. Every stage has a rate to defend.
Six numbers
we sign on.
Any channel with CPI > $3.5 for 2 consecutive weeks or D7 retention < 22% gets re-allocated in 72h. We defend the blend, not the channel.