Thor Kellin is the CFO of XEndurance, a performance supplement used by our host Matthew Holman! In this week's dose, Thor shares the story of XEndurance's growth, the offers they use to convert subscribers and members, and how testing value offers drives so much growth for their brand.
00:00 - What is XEndurance
00:15 - Add another 10-15% to AOV with OneClickUpsell
01:30 - How their core product - extreme endurance - came to be
02:40 - XEndurance eliminates other sales channels to focus on the website and their membership program
03:30 - Ambassador program is launched
04:00 - Everything they put into a membership program
05:40 - Matt used XEndurance to do a triathlon in 2023
07:00 - Real danger in using XEndurance product is overtraining because you feel great
08:30 - Why Matt bought the membership product
09:25 - Thor and his team constantly think of how they can improve and add more value to the membership program
10:40 - Membership offer gives them LTV x2 per customer compared to others
12:50 - Membership is giving people more value but also introducing more products to them 16:00 - How they leverage Smartrr with analytics, subscriptions and a custom membership build
18:00 - Subscriptions still convert, but the membership offer is the upsell
19:50 - Their design agency Yonder crushed it for them
20:45 - How XEndurance keeps discounts light but keeps selling
22:30 - A great offer that doesn't include a discount!
24:10 - Initial membership success prompted a full website redesign

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