Therabody transformed into a customer-first brand by using feedback as the foundation for bold, strategic change.
On this episode of The Modern Customer Podcast, I’m joined by John Solomon, Chief Marketing Officer of Therabody, to explore how the company rebuilt its brand around the customer.
John described a clear inflection point: customers said the packaging felt overly technical and the messaging overly focused on features, leaving the brand disconnected from broader audiences. Therabody responded with an audience-first strategy, reorganizing around athletes, wellness seekers, and beauty consumers. The shift expanded relevance, strengthened trust, and built long-term loyalty.
Personalization then pushed the strategy further. With Coach by Therabody, AI turns activity insights into tailored recovery protocols for each individual. This focus on experience, not just products, set the brand apart from imitators and deepened customer relationships well beyond the first purchase.
Highlights from our conversation:
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Leveraging customer feedback to guide Therabody’s rebrand and audience-first strategy
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Applying AI to deliver personalized wellness experiences at scale
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Designing experiences around customer needs
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Building cultural relevance through talent partnerships that strengthen brand connection
👉 Tune in to hear how Therabody became a customer-first brand—and the lessons leaders can apply. Stream now on Apple Podcasts, Spotify or your favorite podcast platform.
Blake Morgan was called “The Queen of CX” by Meta. She is a customer experience futurist and author of three books on customer experience. Don’t miss her new book, “The Eight Laws of Customer-Focused Leadership.” To learn more visit www.8CXLaws.com.
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