Vital Cryo
Wellness · RetentionVital's happiest customers still weren't coming back. Price wasn't the reason, speed was.
27.87%
of respondents were Biohackers, the highest-intent segment in the research
key findings
Survey segmentation, n = respondents
why i chose this
This project asked us to solve a business problem through research, not assumptions, to understand how customers actually experienced cryotherapy, from first visit to whichever visit they stopped coming back.
the challenge
Vital Cryotherapy was attracting new customers, but not keeping them. Low repeat visits meant low lifetime value. The real question: how could Vital increase retention while standing apart from every other recovery option in Vancouver?
research
We ran a Qualtrics survey across Vancouver-area wellness consumers, 183 validated responses (±7.25% margin of error, 95% confidence interval), segmenting by usage frequency, fit with Vital's points of difference, and willingness-to-pay, benchmarked against direct competitors AetherHaus and Regen Recovery. It produced six distinct segments, from Biohackers who use whole-body cryo weekly to Fresher Fionas who've never tried it, inside a total addressable market north of $143 billion across cold exposure, wellness, and clinical recovery services.
what i noticed
the strategy
Position Vital around the two segments who already buy, Biohackers and Dabblers, instead of marketing to every wellness-curious visitor equally.
"For Biohackers and Dabblers, Vital Cryotherapy's whole-body cryotherapy is a cold exposure treatment with the quickest service time while keeping you dry, unlike AetherHaus's premium, immersive cold plunge."
execution
success measures
reflection
The real barrier was never pricing. People weren't comparing competitors, they were deciding whether cryotherapy deserved a place in their week at all.
final deliverables
Recharge Zone poster
Instagram ad set