Introduction to Airofit

Airofit is an innovative breathing training system that combines resistance training for the respiratory muscles with a customized mobile app that provides feedback and tracks progress.

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It adapts individually to the user based on personal data and improves lung capacity, respiratory strength, as well as supports relaxation and mindfulness.

Airofit is globally recognized and sold in 56 countries, primarily through its webshop, Amazon and partnerships.

Airofit embarked on an ambitious journey to increase their revenue and market share in the US, including Amazon becoming a primary revenue branch and after 365 days Amazon US ended up accounting for 60% of total US revenue.

Still focusing on being profitable throughout the journey.

Challenge

In a relatively Blue Ocean market for respiratory trainers, Airofit faced the challenge of generating demand and establishing a solid presence in the market. Thus, the challenge was to remain profitable while the organic ranking of the products increased in order to achieve even higher turnover.

Data-Driven Analytics

Using data from campaigns and business reports, Airofit's Amazon performance was analyzed and revealed:

• A ROAS of 10x on the announcement showed great profitability while supporting organic growth with 8-digit revenue throughout the period in the first 365 days.

• Airofit's product views reached +18,500.000 views.

• Prime-day and Black Friday initiatives across both organic and paid advertising resulted in spikes of over 45% of average monthly revenue.

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Strategy and execution

To conquer the American market, Airofit launched a multifaceted Amazon strategy:

• Listings were fully optimized in Amazon's back-end with SEO-optimized product descriptions, search terms, product information based on thorough keywords research and competitor analysis, among other things.

• Listings were continuously optimized with high quality images and videos after A/B testing of best performance approaches.

• Strategic coordination of inventory and shipping to Amazon through the FBA solution was implemented, ensuring that the warehouse at Amazon had an optimized run-rate of approximately 75 days with increased forecasted inventory during major sales periods.

• To ensure high visibility, Airofit used dynamic bidding strategies on Amazon, targeting relevant keywords and categories by slowly building Always Running campaigns to ensure growth while seeking new converting keywords to drive additional demand.

• Implementing the Amazon shop to optimize both upselling across listings and made new product launches more successful, thus expanding the reach and thus strengthening Airofit's presence across different categories.
• Ongoing optimizations through A/B testing, price adjustments, and improving PPC campaigns to stay competitive and drive further growth.

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Results and the effect

Airofit's strategic Amazon approach led to:

• Amazon US became the driving force behind 60% of Airofit's total revenue in the US.
• Despite the aggressive lean scaling strategy, Airofit maintained profitability and demonstrated effective cost management.

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Conclusion

Airofit's success case at Amazon US underscores the impact of strategic e-commerce planning and digital marketing for Scandinavian brands to further grow globally. The approach to Amazon, supported by several different software for continuous research and optimization as well as a customer-centric experience, enabled Airofit to secure significant market share and continued growth.

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