The VP of Marketing at 8fit, Saulo Marti, finds his motivation working in the rewarding and challenging fitness industry and puts a lot of effort into both promoting his app as well as promoting a healthier view of fitness. Check out our short interview with him in which he discusses the challenges of working for a mobile fitness app and how he is working towards breaking down fitness stigmas.
So Saulo, where are you from?
I’m from Brazil but when I was growing up I lived in a few different countries; 6 years in the US, 1 year in Spain, and the rest in Brazil.
How did you end up as the lead-marketer at 8fit?
I went through a lot of different experiences. I started my own startup, had failures and successes and later moved on to different challenges in bigger startups like Contabilizei, Blinkist and hibooks. I always wanted to get into the health space and decided to make the move to 8fit – I was approached by them and it just made a ton of sense.
What attracted you to 8fit?
8fit’s mission is to transform human health and wellbeing with a self-loving, liberating and holistic approach to fitness. I truly believe the impact we can make can help make the world a better place. Health, well-being, and fitness go WAY beyond abs and cut muscles. This vision is what makes 8fit special. We want to do more than make people “thin” or “muscular”. We want to make people understand their own fitness journey, and truly feel better about themselves and their surroundings.
What are the biggest challenges you currently face at 8fit?
The biggest challenge is working in a crowded space that tends to be very negative. People tend to see fitness as punitive or as a need to fit in, or “look good”. We want to take those stigmas away.
What is your favorite area of mobile marketing?
I consider myself “full-stack”. I would say that acquisition is where I have the most experience, but Customer Experience is where I thrive. Looking at a holistic end-to-end user journey and trying to create meaningful experiences is what keeps me passionate.
What are your favorite tools of the trade?
Linkedin is by FAR my favorite tool, although Quora is another I use on a consistent basis as well. I also enjoy a few podcasts here and there and consult plenty of books.
Where do you see 8fit in a few years?
I see 8fit as transformational, really making people’s lives better. I think the entire industry needs to go down the path of new platforms, not just 8fit, but all apps need to be omnichannel, need to be present in different places for different reasons and serve people the way they want to be served. Very generic and cliche answer, but without going too deep, I think that’s the best I can give.
And what about the app industry as a whole? Do you spot any big changes in the next few years?
I keep wondering how people view the subscription world in general. Nowadays we just have WAY too many subscriptions. Can’t we improve this significantly? Shouldn’t we all be teaming up with several partners to find the right offers? Looking forward to seeing the day when I have ONE subscription for all my entertainment, health and professional needs.
Read Saulo Marti’s article on how to build a user acquisition strategy optimized for gaining users with long-term goals.