Viva Leisure Relaunch

I led the comprehensive relaunch of Viva Leisure's mobile products, shifting the strategy from utility-focused apps to engagement-driven platforms. This "Moments That Matter" strategy focuses on capturing high-intent user interactions to boost ARPU and reduce churn.

A key component was the integration of a GenAI-powered health coach directly into the core membership architecture. This AI coach provides hyper-personalised workout plans and nutrition advice, serving as a premium tier add-on that democratises personal training.

By leveraging AI and realigning our digital strategy, we transformed the digital division from a cost centre into a significant revenue driver, creating a compelling value proposition that encourages members to upgrade and stay engaged.