WHOOP drives 10% lift in cross-sell conversions with AI Decisioning

Overview

• The challenge: WHOOP’s lifecycle marketing team had spent over a year trying to increase member attach rate for apparel and accessories to maximize customer lifetime value (LTV). However, after a year of manual experimentation, the team felt like they had made little progress and were still stuck sending batch-and-blast calendar-based emails.

• The solution: WHOOP implemented Hightouch’s AI Decisioning platform to shift from static, calendar-based email blasts to personalized, one-to-one member experiences.

• The results: Within six weeks of implementing AI Decisioning, WHOOP saw a 10% lift in cross-sell conversions, driving higher LTV.

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The challenge

WHOOP’s business model is built on subscriptions, making it critical to unlock additional value to sustain growth and revenue. The marketing team knew they could drive value from their member data via personalization but struggled to tap into it or scale their own experimentation effectively.

The lifecycle marketing team spent a year running experiments, trying to optimize cross-sell strategies. However, relying on traditional A/B testing and manual email blasts limited their ability to execute at scale or uncover meaningful insights. Instead of focusing on driving outcomes, the team was stuck in an endless cycle of campaign adjustments without clear optimization strategies.

The solution

Rather than relying on broad audience segmentation, scheduled emails, and manual experimentation, WHOOP turned to Hightouch’s AI Decisioning platform to enhance their personalization strategy and drive incremental cross-sell purchases.

Because AI Decisioning integrates directly with WHOOP’s existing data platform (Snowflake) and email service provider (Iterable), the marketing team was able to get started immediately without rebuilding their tech stack.

The lifecycle team simply provides campaign inputs (e.g., goals, creative assets, and guardrails), and AI agents determine the optimal experience for each customer. This creates a continuous feedback loop, where the platform continuously learns and optimizes marketing efforts at a scale beyond human capability.

This shift has completely freed up WHOOP’s marketing team to focus on higher-level strategic work. Additionally, the platform’s built-in transparency ensures the team has full visibility into every decision being made.

The outcomes

Growing revenue through cross-sell opportunities

With AI Decisioning, WHOOP’s marketing team is engaging with previously untapped customer segments, increasing loyalty and maximizing LTV. By optimizing interactions for lifetime value, WHOOP has successfully enhanced their cross-sell performance. AI Decisioning, even WHOOP’s low propensity audiences are now reachable. This approach has led to a 10% increase in accessory conversion rates, with projected revenue increases of up to 20%.

Uncovering deeper insights faster

One of the biggest benefits of AI Decisioning is the insights the marketing team has unlocked due to the sheer scale of the platform. The fact that the system is essentially always optimizing means the marketing team can learn way faster because the learning compounds. This has given the invaluable insights that the lifecycle team can use to optimize future creative campaigns and messaging. These insights include the following:

1. Message performance evolves over a user’s lifetime
2. Different propensity groups respond better to different messages
3. Different markets prefer different engagements on different days of the weeks
4. Secondary activities can unlock valuable cross-targeting opportunities

What’s next

WHOOP’s next priority is expanding AI Decisioning to drive app engagement, increasing daily active users, and personalizing messaging for new feature launches. The goal is to drive users back to the app and strengthen customer loyalty.