Client
Lean
Tailored Fitness for Women Athletes
Release Date:
Stage
Industry:
Service
Executive Summary
Lean, a fitness tracker app designed specifically for women athletes in Japan, had an innovative solution in hand but struggled to communicate its value to stakeholders. Although they catered to a vastly underserved market—women athletes with unique health, nutrition, and injury risks—they faced challenges in increasing retention and gaining support from coaches, VCs, and other key players. That’s where Iaculus stepped in.
Goal
Communicating Impact for Women Athletes
Lean wanted to create a fitness tracker that understood and addressed the unique health and nutritional needs of women athletes. However, they needed a strong brand strategy to communicate this impact effectively to coaches, VCs, and their target audience.
Problem
Bridging the Communication Gap
Even though Lean listened to a market that most fitness apps ignored—focusing on the specific needs of women athletes—they faced difficulties in conveying their unique approach and long-term impact to key stakeholders. Coaches and VCs were hesitant, unable to fully grasp how Lean differentiated itself and provided real, tangible benefits.
Strategy
Building Brand Positioning and Differentiation
Iaculus developed a brand strategy that honed in on the User-Resonated Impact of Lean. We highlighted:
Tailored Experience: How Lean’s fitness tracking system catered specifically to the physiological differences and health requirements of women athletes, from nutrition to injury prevention.
Compounding Growth: The long-term benefits for users, showing how the app not only helps athletes train but also reduces injury risks and supports overall health over time.
Coach Engagement: How Lean provided coaches with insights tailored to women’s health that were otherwise overlooked, allowing them to offer better guidance.
Through this, we made it easier for Lean to articulate their value proposition, ensuring their message resonated deeply with both athletes and their supporting ecosystem.
Services Provided
Brand Strategy
Differentiation
Market Positioning
Messaging
User Impact Strategy
Results
A Stronger, More Impactful Brand
By implementing our brand positioning strategy, Lean successfully communicated their differentiated approach and user impact to key stakeholders.
Coach and VC Engagement: Coaches were able to see the unique value of the insights provided by Lean, and VCs were more interested in supporting a solution with a clear, compounding impact on athletes' health and performance.
Increased Retention: Athletes felt more understood and supported by the app, leading to increased user retention and trust in Lean’s long-term benefits.
Testimoney
Yui Tatemichi
Founder of Lean
