1 out of 5 of SOLE Fitness’s Customers choose to purchase using their HSA/FSA

SOLE Fitness, a leader in high-quality home fitness equipment, teamed up with Truemed to make access to exercise more attainable through HSA/FSA funds. Within just three months of implementation, purchases through Truemed now represent ~22% of SOLE’s total sales, underscoring the increasing demand for health-focused payment options. Additionally, the Truemed-driven sales saw a 12% boost in Average Order Value (AOV) compared with purchases made with other payment methods.

"Truemed has really surprised us in the best way possible! What started as a trepid collaboration, has quickly become a serious growth opportunity with benefits to our customers and our company." - Cristian I., Creative Director at SOLE Fitness

Marketing and Website Optimization:

SOLE understands that customers want to use their HSA/FSA dollars but often need guidance on where and how to do so. To address this, SOLE leveraged top-of-funnel email campaigns to highlight where they can spend their funds and optimized its website with educational resources to explain how the process works.

• Marketing Campaigns: SOLE leveraged emails to drive incrementality and highlight HSA/FSA eligibility to convert on the fence prospective customers.
  • FSA Expiry Campaigns: Specifically, SOLE executed urgency-driven messaging throughout Q4, emphasizing the expiration of FSA funds come end of year.
• Website Optimization: SOLE integrated messaging around the Truemed option throughout the website journey to educate customers on how the process works
  • Dedicated HSA/FSA Education: To explain the how behind checkout and the savings of using pre-tax dollars, SOLE created an educational webpage with a step-by-step guide on purchasing fitness equipment with HSA/FSA funds through Truemed.
  • Homepage
    • Callout: SOLE featured HSA/FSA eligibility with Truemed under hero products on their homepage.
    • “Purchase SOLE fitness equipment with pre-tax HSA/FSA dollars using Truemed at checkout. Learn more here.”
  • Banner: A dynamic banner was placed at the top of the homepage featuring HSA/FSA eligibility.

Customer Support Alignment: SOLE equipped their phone sales representatives and customer support teams with resources to answer questions and guide buyers on the benefits and process of using HSA/FSA funds

Results

For SOLE Fitness:

• 12% Increase in Average Order Value (AOV): Highlighting HSA/FSA eligibility encouraged customers to make higher-value purchases.
• Average 19% of sales through Truemed: Starting at 16%, % of sales through Truemed have steadily grown by 3-4% month over month, and were at at 22% 3 months in.
• Enhanced Brand Reputation: Highlighting the HSA/FSA eligibility of SOLE’s products reinforced SOLE Fitness as a health-focused, accessible brand.

For SOLE Fitness Customers:

• Flexible Payment Options: Customers can now invest in proactive health tools with the flexibility of HSA/FSA funds.
• Streamlined Process: The intuitive checkout experience and Truemed’s validation process simplify purchasing fitness equipment for health-related needs.

Conclusion

Through their partnership with Truemed, SOLE Fitness has successfully boosted AOV, increased sales, improved customer satisfaction, and strengthened their mission of empowering healthier lifestyles. The steady growth in sales through Truemed underscores the transformational potential of this collaboration.