Conor McGregor’s fans are so loyal to him that they will go to war (hopefully just in the comments section) about who has supported him the longest.

With McGregor FAST: ROUND ZERØ, we gave them the opportunity to put their money where their mouth is. By leveraging a few important insights about customer lifetime on digital fitness apps (it’s shorter than you think), I came up with the idea for a lifetime membership the FAST app that would come with unlimited training, exclusive RØ-branded gear, and ultimate bragging rights.

I cooked up a manifesto and developed the campaign, and we opened the official RØ signup period in 2021.

The result? The single most profitable week in the brand’s history (by a lot), and a self-selected group of McGregor FAST superusers with increased engagement, increased AOV, and an unwavering commitment to training like their idol.