Business Case Design and Testing in the Wellness Sector. How to enhance CX and ROI through Software Release Management.

This thesis explores how Technogym S.p.A, a leading company in the Fitness and Wellness industry, can enhance its customer’s training experience through its complex digital ecosystem. The primary goal is to analyze how the integration of advanced digital content can improve the training experience for Technogym’s customers and simultaneously have a positive impact on the company’s Return on Investment (ROI). The focus of this study will be on the “Upgrade to LIVE” Canvass Campaign, created and launched during my internship in the Digital R&D area at Technogym’s HQ in Cesena. Under the guidance of the Release Management team, we re-engineered the process for both Major and Minor software updates for the company’s smart equipment. A detailed analysis of the case study revealed how updating to the latest User Interface (UI) - Technogym LIVE - significantly impacted the business. The results showed a +38% increase in upgraded equipment globally. This success not only enhanced the User Experience (UX), offering customers more interactive workouts without additional costs, but also reinforced Technogym’s positioning as a customer-centric and forward-thinking brand, as well as improving brand loyalty and opening for future opportunities, like cross-selling premium content licenses. This thesis provides an in-depth analysis of how Digital Transformation strategies can be effectively applied in the fitness industry to improve Customer Experience and generate economic benefits for the company.