Hardware-Plus-Membership Commerce for a Connected Rowing Brand
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Problem
Checkout couldn't sell the membership
A connected rowing equipment brand selling through 15 showrooms and a growing web store had a checkout built for one-off purchases. Buyers could not add the content membership, financing or delivery scheduling in a single order, so staff completed subscriptions manually afterwards — a step skipped often enough that a large share of new rowers never activated a membership at all.
Solution
Unified hardware-subscription checkout
We rebuilt commerce around a subscription-native checkout that bundles the rower, instalment financing, delivery scheduling and the content membership into one order. Recurring billing handles trials, pauses and plan changes, a dunning engine retries and recovers failed payments, and showroom staff use the same flow on tablets so in-store and online orders land in one system.
Measurable Impact
What changed after launch
Membership attach rate on new rower orders rose from 61% to 89% after the bundled checkout launched
Involuntary churn from failed card payments cut by 44% through automated dunning and card-updater flows
Checkout completion improved 18% once financing and delivery scheduling moved into a single flow
All 15 showrooms processing orders through the unified commerce system within 3 months of rollout
Tech & Tools Used
What powered the build
Ready to Build your Connected Fitness & Wellness Business with Subscription & Recurring Commerce
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