Learning and unlearning, together
Ultrahuman is creating a powerful metabolic health and fitness ecosystem that includes building the world's largest community of biohackers, athletes, and people who love fitness. When it comes to fitness and lifestyle, a splash of motivation and the reassurance of solidarity can go a long way. So, building a community is quite fundamentally grounded in Ultrahuman’s roadmap.
Their primary focus is on improving metabolic health through two key offerings — the Ultrahuman M1 (CGM) and the R1 (Ring) - a brand-new addition to their arsenal. What they realize intrinsically is that metabolic health is a very niche section within the healthcare ecosystem. As a result, understanding something that’s uniquely specific requires a bit of a push from others who are doing the same thing.
“There is a learning curve in the understanding of the product and what it can do for you, what it can unlock for you,” said Divya Haritwal, the Community Manager at Ultrahuman. “While we have our expert coaches, resources within the app, and our support team, we also observed that when people can exchange notes, it becomes easier for them to find a partner in this journey which adds another layer of understanding about one’s metabolic health.”
The accountability factor is something that helps people stay consistent because ultimately, with metabolic health, the goal is to build a routine that works for your lifestyle and health goals. It’s very individualistic but at the same time, there is a lot to learn from the experience of other Cyborgs, as the users are referred to and that's the reason why Ultrahuman is so focused on building a community aka the Cyborg army.
An Army of Cyborgs
Ultrahuman wants community to be a definitive pillar for engagement and retention moving forward and ensure that people get the maximum value out of the product. While initiatives like Ultra 30, a cohort-based program designed to help better understand nutrition, exercise, and diet, are already hit in the community, they also want to scale community-first initiatives a Northstar for not just the company’s adoption and growth but also awareness altogether.
“We want to provide users a platform, a space where they can exchange ideas, tips and ask questions. We don’t want a user to see a spike, and feel like “Oh God! What’s happening?” but rather arm them with everything that can help them understand and take actions to manage those. As part of community when someone else shares their experience it helps in validating hypotheses, grasping data, and deriving actionable insights from that,” said Divya.
Healthy engagement is one of the defining pillars of community building so there’s never such a time when you hold back and say “that’s enough”. This is what Ultrahuman wanted too - a more engaged platform where people were not just discussing the product but also what their fitness journey has been like so they could inspire others on a similar path.
“Our first focus was to improve engagement strategies and truly nurture a community,” said Divya. “And that’s where Threado came in.”