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đȘđ»We've got an extremely powerful episode of DTC: Hot Seat by Pilothouse today where we talked with Dirk MacGregor, VP Acquisition at Therabody about Scaling a global healing brand and selling CBD. đ±
Not only is Theragun a massive, globally scaling, 9 figure ecommerce power house, it's also making the world objectively better for hundreds of thousands of people around the world.
When Dr. Jason Wersland invented Theragun, it was out of sheer necessity to heal a broken body. He ended up creating a whole new category of "percussive therapy" devices, and has created a healing revolution that's allowed individuals to take control of their recovery journeys like never before.
We talk about product developement, multi-channel marketing, and really dive in on Theragun's rebrand to include TheraOne CBD under the umbrella brand Therabody, following the jobs to be done theory we talk about all the time on DTC.
Other topics we covered:
- Theragun Story âbuilt out of necessityâ
- Dirk MacGregorâs DTC career and trajectory with Theragun
- Ericâs experience with Percussive Therapy
- Principles of the product: help you stay off the Pharma roller coaster
- Product with ACTUAL science to back it up. Dozens of trials happening now even.
- Refreshing to work on a truly great product that helps people âwhen those dials actually mean something to you, you become that much better of a marketer.â Not trying to sell people, trying to help people for real.
- 120 employees at Therabody, truly global brand. Using Pod structure
- DTC First, but then they cracked retail. Hereâs what happened.
- Retail experience = Theragun Reset...focused on making it an experience
- Hiring is key. Do they have the right contacts, inroads? Donât settle for
- Customer experience drives product development. Example, making the device quieter with a novel brushless motor
- âThe Moment a customer has a bad experience with our product, weâve lost them foreverâ
- How do you design your customer feedback loop (itâs from everything, everywhere)
- How does Theragunâs marketing machine work? Make customers understand the âwhyâ
- The Theragun Triangle
- Theragunâs 2020 marketing plans, where are they going to grow? DR? - Mass Reach? Aligning with Athletes? More localized Support? Where do we expand out of the digital channels
- Launched a CBD Brand in 2020. What are the plans to open new channels with this new product.
- Jobs to Be done theory of rebranding to expand your brand
- Therabody vs Theragun vs Theraone
- Regulations around Marketing CBD. Topical applications doable on Facebook.
- Subscription for CBD on the roadmap
- Dirkâs take on presales content and angles for Therabody
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