Email Campaign
NordicTrack // iFIT
“Zero Workouts” Campaign
Creative Director // Anna Fladmark
Art Direction & Design // Karli Lundquist
TL;DR
New NordicTrack owners were buying equipment and never opening the iFIT app, which made it worth owning. We designed an email journey that changed that, guiding members from unboxing to their first workout, one touchpoint at a time.
The Brief
NordicTrack and iFIT are two separate brands that belong together. One makes the equipment, the other makes it worth using. The ask was to create an onboarding email journey that connected the dots for new members, introduced them to the iFIT ecosystem, and got them to complete their first workout.
The Problem
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The Disconnect
Most new members didn't know iFIT was the content engine behind their NordicTrack equipment. There were two brands, with zero introduction, and members left to figure it out on their own.
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No Onboarding Path
There was no structured new member experience. Customer service was fielding basic navigation questions that a well-designed journey should have answered before they were even asked.
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Too Much, Too Soon
iFIT's content library is massive. For a new member staring at it for the first time, the scale was overwhelming rather than exciting, and an overwhelmed member doesn't work out.
The Approach
Before designing anything, I signed up for competitors' apps like Peloton and Echelon to study how they onboarded new members. What worked, what didn't, and where we had an opportunity to do something better.
The creative strategy centered on a simple visual idea: start with the equipment the member already owns, and gradually walk them into the app. Each email moved closer from the NordicTrack treadmill (or other piece of equipment) in their living room to the iFIT screen on its console to the specific workout waiting for them: familiarity first, then depth.
To make the journey feel personal rather than generic, we designed for dynamic content from the start. Multiple component variations were created for each email so the content could adapt to a member's profile, their equipment, their preferences, and their starting point. The emails were a system as much as they were a design.
I directed the team through the full journey — concept, design, and copy — working closely with copywriters to ensure the messaging matched the visual hand-off between brands. The goal was for every email to feel like the next natural step, not another marketing message.
The Work
The Outcome
The journey measurably moved the needle. First workouts completed by new members increased, customer service inquiries dropped, and the perceived connection between NordicTrack and iFIT strengthened. Members finally understood what they'd bought into.
More than the numbers, the project established a template for how iFIT could think about new member communication not as a series of promotional emails, but as a designed experience with a beginning, middle, and end.