Defining a New Roadmap for Freeletics as Interim Product Managers

The client: Freeletics

‍Europe's “AI-powered” Fitness Coaching App

Freeletics is a fitness application that offers personalized AI-powered digital fitness coaching free of barriers and excuses, which lets people train without equipment and gym. Founded in 2013, it is the go-to fitness app of over 52 million users (600K are paying subscribers) from over 160 countries who choose it for its coaches and the fitness and nutritional help and programs it provides.

According to Crunchbase, Freeletics has raised a total of $70M in funding over 3 rounds. Their latest funding was raised on Sep 23, 2020, from a Series B round.11 investors fund Freeletics. Causeway Media Partners and KKCG are the most recent investors.

Read more: From PDFs to Europe’s #1 Fitness App

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The Mission: Interim Product Manager

We joined to cover the 2-3 months gap between a PM leaving and a new PM joining. However, the mission had a twist: the team was there, very experienced and well-functioning, but they were changing their mission including a change in the tech stack.

The new team's mission was to collaborate with the e-commerce department and enhance free athletes' (Freeletics users) training journey with customized advice on Essentials: equipment, apparel, and nutrition supplements and enable the seamless purchase of these items.

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How We Helped

Onboarded Very Fast

The overlap with the leaving PM was 1 week, we needed to jump right into the planning of the new mission, North Star formulation, and establishing collaboration and new OKRs together with other departments (e-commerce, marketing) and teams (responsible for the core user journey in the app). This all, while supporting the team in finalizing ongoing projects and delivering on outstanding commitments.

First deliverables within the first 3 weeks:

1. New roadmap for the new team's mission
2. Opportunity backlog based on brainstorming with the team and stakeholders
3. First initiatives towards the new mission designed and planned

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Setting the Stage

The Essentials mission was very new and product discovery didn't happen yet - this is what we created to enable the  mission:

• ‍Ideation workshop with the team: Not only to feed the opportunity backlog, but also to create more ownership of the new mission in the team. ‍
• Mapped user flow of the app, webshop, and website to find opportunity areas and prioritize.
• Kicked-off user research for Essentials.

Delivered Outcomes

💡 Helped the team go through change and start working on their mission.

💡 Create a roadmap and a backlog for the new Essentials mission.

💡 Discovered and implemented first in-app touchpoints even with insufficient engineering workforce (while hiring was still ongoing).

💡 Successfully onboarded a new PM.