Named plays, like a coach calls them — what each one is, why it works, and what the platform automates so it happens every week, not just the weeks someone remembers.
Play 01
The Run Club
The play: A free weekly run that meets at a partner venue — Fitness Society runs two: the Fitness Society x Pineapples Run Club (Mondays, 6:30pm, Eau Gallie Causeway route, post-run hangs at the restaurant) and the Surfinista Run Club in Melbourne Beach (beach miles, coffee, recovery).
Why it works: Free events are the top of your funnel, and the partner-venue model makes them free for you too: the restaurant's slow Monday becomes your community night, and everybody's crowd grows. The Pineapples club grew into one of the largest, fastest-growing run clubs in Melbourne on this loop.
The platform's job: QR check-in at the meetup awards points automatically, so every runner becomes a member record — attendance turns into a textable, segmentable community instead of a nice crowd you can't reach on a rainy week. (Community Events module.)
Play 02
Scan Day
The play: A scheduled InBody body-scan event that fills a slow weekday: free scans, booked slots, staff walking every result.
Why it works: A scan is the most honest reason to visit a supplement store — it creates a return date (the 6-week re-scan) and turns "what protein should I get?" into a data-backed conversation. Fitness Society runs free scans at both stores.
The platform's job: Scans land on the member profile, the re-scan reminder fires on schedule, and the Body Scan Studio module handles the history and shareable score reports.
Play 03
The Flash Drop
The play: Shaker Day, sample-day, one-day-only in-store drops — announced by text, gone by close.
Why it works: Scarcity plus a same-day reason to walk in. Flash drops train your list that texts from your store are worth opening — the opposite of coupon fatigue.
The platform's job: The campaign engine drips the blast inside carrier limits with the cost shown before you send, and redemption at the kiosk or POS tells you exactly what the day produced.
Play 04
The Win-Back Text
The play: One message to the member whose ~30-day tub hit day 42: their points balance, a reason, a deadline.
Why it works: It's the highest-ROI message in retail — the regular hasn't left, they've drifted, and they still have half a scoop of goodwill left. This play alone tends to pay the platform fee.
The platform's job: Lifecycle segments compute day-42 per member automatically; the journey fires without anyone remembering. (The full playbook post.)
Play 05
The Review Funnel
The play: A happy visit — a claimed reward, a good scan, a PR at run club — followed by one well-timed Google review ask.
Why it works: Local search is won on review count and recency, and the moment after a genuinely good experience is the only honest time to ask. Fitness Society's 850+ five-star in-store ratings didn't happen by accident.
The platform's job: Post-visit review requests are in early access, running at founding stores — the right ask, at the right moment, automatically.
Play 06
Launch Day
The play: A new flavor or brand lands: the category buyers hear first, the counter has samples, the run club hears it in person.
Why it works: Launches concentrate attention. Aiming them at the people who already buy the category converts instead of annoying — your preworkout list wants to know about preworkout.
The platform's job: Category segments target the blast, the composer shows the cost, and Shopify ties the results to real orders.
