In 2019, I worked on contract as the Lead Marketing Writer for the launch of the Nike Training Club Premium App. NTC has been providing free workouts for over a decade. NTC Premium was an additional paid offering, with all-new premium workouts and gated training and wellness content. For the launch, we crafted marketing materials specific to different groups: Nike consumers, Nike Run Club App users, and existing NTC App users. The fun challenge was anticipating the response of existing NTC users who are accustomed to all content being free and creating communication to mitigate negative responses. To do this, we created content, specific for these users, to communicate the benefits of the paid content and reassure users that the free content they love is still free. In the spring of 2020, Nike made all NTC Premium content free for all NTC users so consumers could access premium at-home workouts during the Covid pandemic. Here is a selection of NTC App content for the NTC Premium App offerings.
