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Sacrificing unit margin to scale contribution margin.
Rescuing profitability in a competitive market by re-engineering the unit economics.
Profit, re-engineered.
A premium equipment brand pulled out of the red by rebuilding acquisition around contribution margin.
Here’s how we did it…
Again Faster provides premium gym and training equipment to the DTC market. When Lifeblood took over the account, the business was in a classic ecom scenario — chasing top-line revenue and ROAS while Contribution Margin (CM3) was shrinking underneath it. They needed a turnaround, and that meant rebuilding their acquisition strategy purely around the bottom line.
Engineering the bottom line.
Our approach was centered around 2 strategic pillars:
Build a high-velocity Meta creative engine to aggressively test angles, formats and messaging, breaking out of the brand’s creative rut and driving down CPA
Re-engineer unit economics through a competitive pricing model, deliberately trading a smaller margin per transaction for a larger volume of profitable transactions
We reallocated a significant portion of media spend directly into Meta, using the new creative engine to find fresh audience pockets and drive CPA down against the brand’s historical average.
We identified that the lack of differentiation in the wider gym equipment market was stalling scale, and worked with the brand to deploy competitive pricing. Delivered margin per individual sale decreased as a result, but because the Meta engine was acquiring customers efficiently and the offer was irresistible to the market, order volume increased. We accepted a slightly smaller piece of the pie on each transaction in order to bake a larger pie overall.
Our strategic unlock for Again Faster was understanding that a more competitive pricing model was the release needed to increase sales volume. By pricing correctly against competitors in a crowded market, Contribution Margin (CM3) uplifted by 200%.
The results.
By aligning a competitive pricing strategy with an efficient Meta acquisition engine, we reversed the brand’s trajectory out of the red.
Indexed vs. pre-Lifeblood baseline (100)
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