Crisis Education Strategy

TRX pivoted their B2B education model during COVID-19 by converting paid certification courses to free digital delivery, using market disruption as an opportunity to build relationships and grow their community.

Core Business Model:

• Multiple Revenue Streams:
  • Physical Products (70% pre-COVID): Suspension trainers and gym equipment ecosystem
  • Education (30% pre-COVID): B2B certification courses
  • Digital Subscription: $4.95/month app for end users

Education Strategy:

• Traditional Model:
  • $295 for 8-hour in-person qualification courses
  • 10 different course types
  • Provides continuing education credits for fitness professionals
  • Targets trainers, coaches, and gym owners

Crisis Pivot:

• Converted paid courses to free delivery via Zoom
• Temporary removal of app paywall
• Goals:
  • Support professionals who are out of work
  • Build goodwill with existing customers
  • Attract new customers into ecosystem
  • Grow TRX community during downtime
  • Convert free users to paid after crisis

Distribution:

• Omnichannel approach:
  • Direct sales force (inside and outside)
  • Paid advertising to commercial landscape
  • Account development
  • Traditional B2B marketing to reach gym owners and trainers

The strategy leverages temporary market disruption to build long-term customer relationships, with plans to monetize expanded user base post-crisis.