Jane Wang - Your Retention Strategy Is Backwards: Optimity's Lifetime Journey Approach

Jane Wang brings a rare cross-disciplinary lens to one of fitness's oldest problems: member retention. With a background in clinical research, mortality risk, and 12+ years in corporate wellness, Jane shares why the industry's approach to churn is fundamentally flawed — and what a data-driven, human-centered model looks like.

What We Cover:

• Jane's background — From HIV research and ovarian cancer trials to building tech for 7M+ members at Opt
• Why retention is broken — The industry measures daily/weekly/monthly activity but ignores the full lifecycle of a member
• Life stages & churn — Having a baby, moving cities, changing jobs: why no text message can fix structural churn
• The "no" that means "not right now" — Treating lapsed members like a long-term sales relationship
• Life events in insurance vs. fitness — How life insurers market around milestones and why gyms should too
• Joyful nudges vs. aggressive ones — Why over-messaging kills retention and joy-driven UX wins
• The female fitness opportunity — Women are 60–90% of class-based gym users, but most products are built by and for men
• Cyclical health design — Why female biology demands a different measurement framework
• Candy Crush vs. Call of Duty — The massive underserved female market and what light gamification unlocks
• Social connectedness as a magic metric — Facebook's early retention lesson applied to gyms; women average 8–9 challenge buddies vs. men's 1–2
• Fidgital — Physical + digital experiences that create lasting loyalty (Apple as the model)
• The data stack — Subscription data → usage/check-ins → wearables → zip codes → behavioral triangulation
• How Opt's challenges work — 1-day to 2-week gamified events that surface persona, personality, and device data with no tech lift for partners
• EGM Genius AI — A real-world fidgital example from the gym floor
• What Jane needs — Partners with 100K+ member footprints to help scale from 7M to 100M members

OUR SPONSORS:

🔗 Perfect Gym: https://www.perfectgym.com/en

🔗 eGym: https://egym.com/int