Background

Founded in 2021, STEPR set out to reinvent the stair climber by merging state-of-the-art engineering with a deep understanding of fitness culture. Built by a passionate team of professionals, the brand delivers a premium, connected workout experience for consumers seeking effective, space-efficient cardio equipment. As a high-ticket item in a competitive fitness tech market, STEPR’s primary challenge was nurturing potential buyers through a longer consideration cycle — educating them on the product’s value while overcoming purchase hesitation and building long-term trust.

Approach

We implemented a strategic, education-first email flow system tailored to the unique needs of high-intent, high-investment customers. The flows were designed to move prospects through a multi-stage buyer journey — from product discovery and awareness to trust-building and decision-making. Welcome and product showcase sequences highlighted STEPR’s premium build, immersive workout features, and compact design, while testimonial-driven emails introduced real customer success stories to reduce friction and boost credibility. We layered in objection-handling emails that addressed common concerns around pricing, setup, and long-term value. Each message was structured with clean, purposeful design and supported by A/B testing across key variables like timing, content depth, and CTA placement.

Results

The strategy led to a 29% increase in sales, a substantial lift for a high-ticket item, confirming the value of our education-driven funnel. Engagement metrics also exceeded industry norms, with prospects spending more time interacting with the brand, revisiting offers, and moving closer to conversion. By combining compelling storytelling with precise buyer guidance, we successfully positioned STEPR not just as a piece of equipment — but as a transformational fitness investment.