The app industry is growing at a rapid pace, especially in the fitness arena. When it comes to creating a successful app, marketing, ads and investors are typically seen as the way to make the big bucks. However, Fitness 22, a small company from Tel Aviv has taken a more grassroots approach and created amazing success.
Fitness22 makes millions without any marketing
In the tight-knit startup community of Tel Aviv, Israel, a lot of people are talking about a tiny company called Fitness22.
The company makes about a dozen (so far) fitness apps and charges $2 to $6 apiece for them, plus offers them in bundles for $9 to $25.
All told, Fitness22 — formerly known as ClearSkyApps — has wracked up 30 million downloads so far, all on iOS, and is generating “millions of dollars a year,” it’s CEO founder Benny Shaviv confirmed to us. Shaviv just launched his apps on Android a few weeks ago.
The company’s most famous app is called 5K Runner. It trains you to run a 5K race in 8-weeks by working out for 30 minutes, 3 days a week.
It’s been downloaded over 4.2 million times, according App Annie, and costs $3. Others include training plans for 10Ks, marathons, for building your abs or backside. There’s even an app called Sleep Pillow Sounds (a white noise machine app).
But the coolest part is that Shaviv built his company without any marketing or ad campaigns and without any investors.
The secret to success, he says, is two things. First, he created apps that were very targeted. They do one thing and do it very well. Many of his apps have nearly perfect five-star ratings.
Second, he makes sure that people looking for those very specific features can find his apps easily. From naming the app precisely to writing detailed descriptions, “I do my very best to optimize for long-tail searches,” he says.
Although his apps have been featured by Apple in the App Store half dozen times, he can’t rely on that for revenue. He needs people to find his apps when they search, he says.
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