Relaunching Viva Leisure's Digital Experience: AI, ARPU, and the New Mobile Strategy

In the competitive landscape of health and fitness, digital experience is no longer just a support function—it’s a primary driver of revenue and retention. At Viva Leisure, we recently undertook a comprehensive relaunch of our mobile products, fundamentally shifting our strategy from utility-focused apps to engagement-driven platforms designed to boost Average Revenue Per User (ARPU) and reduce churn.

The “Moments That Matter” Strategy

Our new approach, dubbed “Moments That Matter,” focuses on capturing high-intent user interactions and converting them into value. Instead of treating the app as a simple digital key card, we reimagined it as a companion that guides members through their fitness journey. This realignment was critical in shifting our digital division from a cost centre to a significant revenue driver.

AI as a Core Membership Add-on

A centerpiece of this relaunch is the introduction of a new AI subscription product. We didn’t just bolt on a chatbot; we integrated a GenAI-powered health coach directly into our core membership architecture. This AI coach provides hyper-personalised workout plans, nutrition advice, and real-time feedback, effectively democratising personal training for our members.

By positioning this AI capability as a premium tier add-on, we created a compelling value proposition that encourages members to upgrade. This strategy leverages the scalability of AI to offer high-touch service at a fraction of the traditional cost, directly contributing to ARPU uplift.

Reducing Churn through Engagement

Retention is the battleground of subscription businesses. Our data showed that members who engage with digital content are significantly less likely to cancel. The new mobile experience is designed to foster habit formation. Features like streak tracking, personalised challenges, and the AI coach keep users coming back, even on days they don’t visit the gym.

This full relaunch represents a pivotal moment for Viva Leisure. By intertwining advanced technology with strategic commercial goals, we’re not just building better apps; we’re building a more robust, profitable, and future-proof business.