Sports Tech - June - 2023


The result? A comparative analysis that highlight the best performers of any ecommerce DTC niche, for any given month.

This benchmark analyze the behaviour of 15 Direct-To-Consumers (DTC) brands in the Supplement industry. Our goal is to compare their marketing velocity (how active they are in their digital marketing strategy) and how to they perform vs. each other.

Sports Tech

This report is free to read and takes into consideration between 15 and 20 brands we compare month after month in the

Sports Tech

industry, for the month of

July

2023

. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.

Table of content

Highlights & Summary

During the month of June, Theragun and Peloton once again maintained their leading positions in email campaigns. Theragun surpassed with 24 emails, while Peloton followed closely behind with 15 emails.

When it comes to advertising, Theragun and Peloton continued their dominance, with Theragun taking the lead this time by creating 114 new ads. Peloton secured the second position with 106 new ads, and it also stood out by utilizing the highest number of ad copies, totaling 50, among all the brands in the benchmark for the month of June.

In terms of ad strategy, Theragun opted for a higher proportion of videos, incorporating 51 videos and 47 images into their campaigns. On the other hand, Peloton prioritized images, utilizing 56 images and 50 videos.

Emails sent on average

8.2

Ads published on average

28

Average Spam Score

2.3

Email Marketing Benchmark Breakdown

Email Marketing Performances

In this table, we benchmark how many emails brands have send and their average email scores, which we calculate using over 50 datapoints that measure how much best practices are ensured (spam score, email authenticiation & certificates, email size, subject line lenght, word & links count etc.)

Brand # Emails Sent Performance Email Scoring Performance
Average 8.2 50.89%
Tempo Fit
4

❌ Poor

43.75%

❌ Poor

Theragun
24

✅ Good

45.92%

⚠️ Fair

Oru Kayak
6

❌ Poor

65.17%

✅ Good

Quell
2

❌ Poor

24.5%

❌ Poor

Joovv
2

❌ Poor

57.5%

✅ Good

Supersapiens
8

⚠️ Fair

48.75%

⚠️ Fair

Clmbr
9

⚠️ Fair

56.0%

✅ Good

Echelon
14

✅ Good

47.57%

⚠️ Fair

Wahoo Fitness
0

❌ Poor

0%

❌ Poor

Hydrow
11

✅ Good

53.36%

⚠️ Fair

Peloton
15

✅ Good

49.6%

⚠️ Fair

FightCamp
0

❌ Poor

0%

❌ Poor

Ergatta
8

⚠️ Fair

36.63%

❌ Poor

Tonal
8

⚠️ Fair

61.75%

✅ Good

Crossnet
12

✅ Good

62.5%

✅ Good

Email Deliverability Performances

In this table, we benchmark how much the emails are optimized for delivery ie. if they're likely to pass spam filters and not land in the Promotions tab.

Brand Average Spam Score Performance Email Size Performance
Average -2.27 3,288.92 kb
Tempo Fit
✅ -1.2

❌ Poor

3,203.29 kb

⚠️ Fair

Theragun
✅ -2.63

✅ Good

3,436.0 kb

⚠️ Fair

Oru Kayak
✅ -3.46

✅ Good

1,589.22 kb

✅ Good

Quell
🟧 0.5

❌ Poor

1,709.82 kb

✅ Good

Joovv
✅ -2.5

⚠️ Fair

1,637.65 kb

✅ Good

Supersapiens
✅ -0.73

❌ Poor

4,877.59 kb

❌ Poor

Clmbr
✅ -3.43

✅ Good

3,169.13 kb

⚠️ Fair

Echelon
✅ -2.67

✅ Good

4,343.15 kb

❌ Poor

Wahoo Fitness
- -
Hydrow
✅ -2.75

✅ Good

2,053.35 kb

✅ Good

Peloton
✅ -3.99

✅ Good

4,857.76 kb

❌ Poor

FightCamp
- -
Ergatta
🟧 1.2

❌ Poor

4,815.04 kb

❌ Poor

Tonal
✅ -1.1

❌ Poor

752.85 kb

✅ Good

Crossnet
✅ -2.97

✅ Good

2,057.18 kb

✅ Good

Email sent over time

Advertising performances and activity

Ad Velocity

In this table, we benchmark the brands velocity and performances - how much ads they've been publishing, and how many different copy has been used.

Brand New Ads Detected Performance Unique Copy Performance
Average 28.07 12.07
Tempo Fit
0

✅ Good

-
Theragun
114

❌ Poor

15

❌ Poor

Oru Kayak
26

⚠️ Fair

3

✅ Good

Quell
12

✅ Good

6

✅ Good

Joovv
9

✅ Good

9

✅ Good

Supersapiens
0

✅ Good

-
Clmbr
12

✅ Good

2

✅ Good

Echelon
27

⚠️ Fair

11

⚠️ Fair

Wahoo Fitness
14

✅ Good

6

✅ Good

Hydrow
13

✅ Good

3

✅ Good

Peloton
106

❌ Poor

18

❌ Poor

FightCamp
23

✅ Good

0

✅ Good

Ergatta
16

✅ Good

5

✅ Good

Tonal
39

❌ Poor

7

✅ Good

Crossnet
10

✅ Good

0

✅ Good

Ad Diversity (Images vs. Videos ratio)

In this table, we benchmark the brands diversity of assets when it comes to Social Ads - especially the images vs. videos ratio.

Brand New Images Performance New Videos Performance Video Proportion
Average 190 208 49.41%
Tempo Fit
0

✅ Good

0

✅ Good

-
Theragun
47

✅ Good

51

✅ Good

44.74%
Oru Kayak
7

✅ Good

19

✅ Good

73.08%
Quell
6

✅ Good

6

✅ Good

50.0%
Joovv
8

✅ Good

0

✅ Good

0.0%
Supersapiens
0

✅ Good

0

✅ Good

-
Clmbr
0

✅ Good

12

✅ Good

100.0%
Echelon
20

✅ Good

7

✅ Good

25.93%
Wahoo Fitness
10

✅ Good

0

✅ Good

0.0%
Hydrow
7

✅ Good

6

✅ Good

46.15%
Peloton
56

✅ Good

50

✅ Good

47.17%
FightCamp
0

✅ Good

23

✅ Good

100.0%
Ergatta
6

✅ Good

8

✅ Good

50.0%
Tonal
23

✅ Good

16

✅ Good

41.03%
Crossnet
0

✅ Good

10

✅ Good

100.0%

Ads detected over time

Browse previous benchmarks

Sports Tech - February - 2024

READ MORE

Sports Tech - January - 2024

READ MORE

Sports Tech - December - 2023

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Sports Tech - November - 2023

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Sports Tech - October - 2023

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Sports Tech - September - 2023

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Some of the assets (emails, ads) used in this benchmark to measure performance

No items found.

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