ROXFIT Ultra · GTM Mood Board · May 2026

BEAT YOUR BEST.

Compete beyond race day.

Direction for marketing, brand, and social. This board explores the visual language, copy territories, and campaign concepts for the ROXFIT Ultra launch — June to September 2026.

Start with positioning → Jump to social mockups
550k+
Existing free users
20 Jun
Waitlist opens
75%
Wave 1 discount
Sep
Public launch
00 — GTM Summary

The simple version.

Use this as the shared strategic read before reviewing the visual, social, pricing, and product detail below.

What we're launching
ROXFIT is the performance app for hybrid athletes. Ultra adds advanced race intelligence and competition beyond race day.

Existing ROXFIT stays free. Ultra unlocks Compete, RaceIQ and TrainIQ — turning race results, benchmark workouts and training data into competition, race analysis, smarter pacing and training targets. The campaign idea is Compete beyond race day: race your last workout, chase a friend, climb your level, join challenges, then use RaceIQ and TrainIQ to understand what changed and what to improve next.

Category: hybrid athletes. Wedge: HYROX. HYROX gives ROXFIT the audience, data, and urgency today; hybrid athletes give the brand room to expand.
What “beyond race day” means: Ultra should not feel like a product you only open after a HYROX result. Compete is the everyday loop — race your last workout, chase a friend, climb your level, join a challenge, then use RaceIQ and TrainIQ to understand what changed and what to do next.
Core promise
Compete. Understand. Improve.

The external campaign promise — plain English. Compete gives athletes a reason to return every week; RaceIQ helps them understand where time is gained or lost; TrainIQ helps them improve with clearer targets. The emotional line remains: Beat your best.

Compete / Understand / Improve is the external promise. Compete / RaceIQ / TrainIQ is the product naming. They map 1:1 — use whichever fits the surface.

Compete
Levels, rankings, friends, benchmarks.
Understand
Race analysis, splits, trends, predictions.
Improve
Training insight, pacing, clearer targets.
Launch hierarchy
Product definition
Ultra adds advanced race intelligence and competition beyond race day.
Campaign idea
Compete beyond race day. This is the external launch hook: Ultra makes competition live in training, not only in official race results — through workouts, benchmarks, challenges, levels and friend racing.
Emotional line
Beat your best. The punchy user-facing promise across training, racing and challenges.
Product architecture
Ultra includes Compete, RaceIQ, and TrainIQ as the three product pillars. Compete creates the market differentiation; RaceIQ and TrainIQ create the intelligence layer that makes Ultra useful every week.
Supporting layer
HYPE is the AI assistant that connects the system. It powers the intelligence inside Compete, RaceIQ and TrainIQ, rather than acting as a fourth launch pillar.
Operating launch plan
Phase
Timing
Offer
Cap
Goal
Pre-registration
Now — end of May
Email + in-app banners (6 placements) + push
—
Capture race-season demand. No payment. Email capture only.
Preview campaign
June – August
RaceIQ → Compete → TrainIQ reveals
—
Keep the list warm. Build belief in the product before asking for money.
Founding pricing week
1–5 September
Three waves · annual only
Per wave
Convert queue to paid. Wave 1 opens Tue 1 Sep, Wave 2 Thu 3 Sep, Wave 3 Sat 5 Sep.
Early access
8 September
Founding members only
—
Founding members unlock Ultra one week before public launch. Fix bugs before wider launch.
Public launch
15 September
Standard pricing · monthly opens
—
Scale paid acquisition. Founding discounts closed.
01 — Pricing Context

What we're selling, and the landscape we're pricing into.

Context for anyone advising on price. Covers the current product, what Ultra adds, who the paying users are, and the competitive benchmarks.

The current app
Free. Already useful. Not changing.

ROXFIT is a free performance app for hybrid athletes, with HYROX as the current wedge. Athletes use it to discover events, claim race results, run benchmark workouts, access training content, and pace their races. Launching Ultra in September 2026 with 550–600k existing free users.

Free users keep all of this
→Event discovery & race result claiming
→Race result stats & leaderboards
→Existing training & workout features
→Manual target-time PaceMe
→One brand-sponsored Compete challenge/month — free for everyone
→Race yourself — once, free forever, to experience Compete
→Race a friend — once, free forever, to experience Compete
→Short AI summary per completed workout or race
No grandfathering needed. Existing users lose nothing. Ultra is additive only.
ROXFIT Ultra
One tier. Three new pillars.

Ultra adds advanced race intelligence and competition beyond race day on top of the free product. A single subscription unlocks all three pillars. No tiers, no feature gating within Ultra.

Compete
Persistent level, unlimited race yourself & race friends, ambassador/athlete challenges, benchmarks, leaderboards
RaceIQ
Full race history, multi-race trends, predicted potential, personalised pacing, AI race breakdown
TrainIQ
Post-workout trends, level impact explained, race readiness signals, AI training breakdown
Survey-led payer segments
Three purchase motivations from one base.

User segments come from V3 survey behaviour, not generic personas. Each cohort has a different primary reason to pay.

Cohort 1 — All-in
8,226 users
RaceMe + RaceHub both paid. Highest survey score, highest workout + PaceMe usage. Primary Ultra target — buys the full bundle.
Cohort 2 — Race-led
48,595 users
High race count, low workout usage. Buys for RaceIQ: history, PBs, predictions, personalised pacing, post-race analysis.
Cohort 3 — Train-led
13,818 users
High workout + PaceMe usage, low race count. Buys for Compete, TrainIQ, friend racing, and gamified progression.
Competitive benchmarks
Above Strava. Below Whoop.

Ultra bundles competition beyond race day, HYROX-specific race intelligence, training intelligence, personalised pacing, and AI analysis — more than a basic tracker, less than a full coaching platform.

Strava Summit
£6.99/mo
Activity tracking
ROXFIT Ultra
£9.99/mo
HYROX-specific
Peloton App
£12.99/mo
Content-led
TrainingPeaks Premium
£15.99/mo
Coach-grade analytics
Whoop
~£24/mo
Hardware + analytics
HYROX is the current wedge: a fast-growing, highly measurable race format where ROXFIT has data, audience, and credibility. The broader category is hybrid athletes; the niche gives us the moat.
⚠ Open questions — decisions still needed
The anchor price
Working annual is £65.99 (45% off). What is the "off" anchor? The right anchor price determines all wave prices downstream. Not yet locked.
Year-two renewal price
Wave and launch discounts are first-year only. What does renewal pricing look like? Standard annual? A separate retention tier? Not decided.
Geographic pricing
UK pricing is working. Local pricing by region is planned (closest currency equivalent). US, EU, APAC rates not yet set. HYROX is global.
02 — Positioning

What we're saying, and to whom.

Three buyer motivations, one promise. Every surface leads with the outcome, not the product name.

Campaign hero line

Compete beyond race day.

The launch headline. It means ROXFIT makes competition live in training, benchmarks, challenges and friend racing — not only on official HYROX race day. Pairs with "Beat your best." across waitlist, social and paid.

Primary line

Beat your best.

Works across training and racing. Beats your time, your level, your friend, your previous effort, your predicted potential.

  • Beat your best workout time
  • Beat your previous race
  • Beat your Compete level
  • Beat what ROXFIT says you can do
Subscription CTA
Unlock Ultra.

Short, imperative, premium. Pairs with any contextual hook on every locked surface.

→ Unlock Compete — for competitive athletes
→ Unlock RaceIQ — for race analytics
→ Unlock TrainIQ — for training insights
→ Unlock with Ultra — generic CTA
Premium identity
Purple premium.

Purple signals Ultra access. Used in controlled moments. Never replaces the ROXFIT yellow — it elevates it.

→ Profile border = Ultra subscriber
→ Purple badge = premium feature
→ Purple glow = locked depth visible
→ Yellow remains the action colour
Visual reference
Unlock Ultra →
Nada A.
Ultra · Pro 6.8
RaceIQ — locked
ULTRA
Who we're talking to
01
The All-In Athlete

Wants the full Ultra stack — race records, training records, and the intelligence layer connecting them. Driven by level progression, competitive ranking, and HYROX identity.

RaceMe RaceIQ TrainIQ Status
02
The Race Analytics Athlete

Pays for ROXFIT as the system of record for every race — PBs, efforts, splits, and predictions. RaceIQ is the draw. Personalised pacing and training crossover prove the depth.

RaceIQ Personalised pacing AI analysis Race PBs
03
The Training Gamifier

Hooked on challenges, levels, and visible improvement. Uses TrainIQ as the record of every workout PB and effort — and knows consistent training is what moves the level and shows up on race day.

RaceMe TrainIQ Level system Challenges
03 — Ultra Pillars

Three product pillars. One intelligence layer.

Ultra includes Compete, RaceIQ, and TrainIQ. HYPE powers the intelligence across each pillar — explaining what happened, what it means, and what to do next without becoming a separate headline in the launch story.

COMPETE
Competition layer

The umbrella for all competition in Ultra. Race yourself, race friends, earn your level — across workouts, benchmarks, challenges and race results, not just on official race day.

Ultra features
  • →Persistent rolling level — Open · Pro · Elite (1.0–10.0)
  • →Race yourself — unlimited across every session
  • →Race a friend's effort — unlimited, live or from history
  • →Ambassador & athlete challenges — Ultra-exclusive
  • →Full benchmark workout library — unlimited access
  • →Global & local leaderboards — by workout, city, age group
  • →PB, streak, comeback & consistency bonuses that move your level
HYPE intelligence
Explains why your level moved, who or what to chase next, and which effort gives you the best chance to climb.
Free tier gets
One brand-sponsored challenge/month (free for everyone) + challenge-specific level. Race yourself once & race a friend once — free forever, to experience Compete. After that, Ultra required for unlimited access, persistent level, and ambassador/athlete challenges.
RaceIQ
Race intelligence

ROXFIT's Strava for HYROX. Lives as a card inside the free RaceHub tab — every race result you've claimed unlocks deeper intelligence. The more races you add, the smarter it gets.

Ultra features
  • →System of record for every race PB, effort & result
  • →Multi-race trends — station splits, improvement arcs, weak points
  • →Personalised pacing built from your race history
  • →Predicted potential & AI post-race breakdown by station
  • →Pre-race prep, course reports & doubles compatibility
HYPE intelligence
Turns race history into plain-English pacing, station breakdowns, time-gain opportunities, and next-race prep.
Free tier gets
One short AI summary per claimed race. Manual target-time PaceMe. No personalised pacing, trends, or full breakdowns.
TrainIQ
Training intelligence

Strava for your training. Every workout PB, challenge effort, and session — tracked, analysed, and connected. The more you train, the clearer the picture of where you're improving and what's holding your race time back.

Ultra features
  • →System of record for every workout PB & challenge effort
  • →Multi-session trends — progression arcs, consistency, training gaps
  • →Level impact explained after every session
  • →Race readiness signals & AI post-session breakdown
  • →What to train next, with reasoning from your data
HYPE intelligence
Connects workouts to race readiness, explains level impact, and recommends what to train next from your data.
Free tier gets
One short AI summary per completed workout or challenge. No trends, no level impact, no what-to-improve-next analysis.
RaceIQ TrainIQ
Training affects racing. Racing affects training. HYPE is the intelligence layer running through Compete, RaceIQ and TrainIQ — your race data makes training recommendations smarter, and your training data feeds race predictions.
04 — Visual Language

Colour, type, and components.

Ultra lives in dark space with purple as the premium signal. Yellow stays the ROXFIT identity. The two never conflict.

Palette
Ultra Purple
#9E9BFC
Purple Mid
#7B78E8
Purple Deep
#5654C4
Purple Dim
rgba(9E9BFC,12%)
ROXFIT Yellow
#FFF200
Ultra BG
#080810
Card BG
#0E0E1A
Health Green
#4AD361
Level tier colours
Open
8.2
#38BDF8
Sky blue. Bright, accessible, clean. "I'm in the game."
OPEN 8.2
Pro
6.8
#FDBA74
Peach. Warm, mid-game identity. Distinct from Open sky blue.
PRO 6.8
Elite
9.2
#FFFFFF
White. Pure, rare, pinnacle. Nothing higher to reach.
ELITE 9.2
With Ultra badge
Open 3.4
✦ Ultra
Pro 6.8
✦ Ultra
Elite 9.2
✦ Ultra
Tier badge and Ultra badge coexist. Different axes: performance vs subscription.
Profile ring — gradient ring

Preferred treatment: one gradient ring. Purple signals Ultra; the second colour signals level tier. Tier colour: Open #38BDF8 · Pro #FDBA74 · Elite #FFFFFF.

Gradient ring — purple → tier colour.
One ring, gradient from purple (Ultra) to tier colour. Single element carries both signals. Most premium feel at profile size.
Free
Ultra
Open
Pro
Elite
✦ Most premium feel. One ring carries both Ultra + tier. Purple start = the Ultra cue. Gradient reads beautifully at 64px+. At 32px colours blend — still reads as "subscribed", tier colour detail softens.
Typography
clash-display
700 · hero
Beat Your Best
bebas neue
400 · campaign
UNLOCK ULTRA
clash-display
600 · headline
Race smarter. Train harder. Go further.
satoshi
700 · subhead
Advanced race intelligence and competition beyond race day.
satoshi
400 · body
ROXFIT stays useful for every athlete. Ultra is for athletes who want advanced race intelligence and competition beyond race day — with training, benchmarks, challenges and races connected into one performance system.
satoshi
700 · label
✦ ULTRA
WAVE 1 · 75% OFF
OPEN 8.2
PRO 6.8
ELITE 9.2
Key components
Open · streak
Jake Morrison
22d
✦ Ultra
Open
7.8
8.1 ↑ +0.3 streak
2h ago
Race at 8.2+ next session
+0.3 streak active · keep it going
+2.1
−1×0+1×+2×+3×
Pro · personal best
Sarah Chen
Creator · 45d
✦ Ultra
Pro
6.8
7.2 ↑ +0.4 PB
4h ago
Beat your 7.2 PB again
+0.8 PB bonus · your level is rising fast
+1.8
−1×0+1×+2×+3×
Elite · falling
Marcus Webb
Spotlight · 180d
✦ Ultra
Elite
9.2
8.9 ↓
just now
Race at any level today
momentum falling · any workout helps
−0.6
−1×0+1×+2×+3×
Open · unverified
Jake Morrison
22d
Ultra
Open
7.8
no recent workout
Log a session to verify level
level preserved · unconfirmed after 30d
−1×0+1×+2×+3×
Pro · comeback
Sarah Chen
Creator · 45d
✦ Ultra
Pro
6.8
6.4 ↓ +0.5 comeback
3h ago
Race at any level today
comeback active · any score helps
+0.4
−1×0+1×+2×+3×
Elite · holding
Marcus Webb
Spotlight · 180d
Ultra
Elite
9.2
9.2 → at level
1d ago
Race at 9.5+ to grow your level
Elite 9.2 · holding
+0.1
−1×0+1×+2×+3×
Ultra badge · icon options
star ✦
✦ Ultra
padlock
Ultra
no icon
Ultra
Button kit
✦ Ultra feature
05 — Copy Territories

The message hierarchy.

Four angles on the same promise. Each territory serves a different surface: organic, paid, CRM, and in-app.

Territory A — Performance-led · Organic / Hero

Beat your best.

Train smarter, race sharper, and know what to beat next.

  • Race your level, friends, and previous efforts.
  • Understand where you can gain time.
  • Get smarter pacing from your own data.
  • Unlock full AI analysis after every race and workout.
Territory B — Scarcity-led · Waitlist / Paid

Wave 1 closes 3 July.

Earlier waves get the deepest discount. Annual only. Three waves open across one week in September — each wave a little less discount than the last.

  • Early access from 8 September, one week before public launch on 15 September.
  • No monthly option until public launch.
  • Renews at standard annual price after year one.
Territory C — Identity-led · Social / Community

Your level. Your data. Your edge.

Built for hybrid athletes who take their training and racing seriously.

  • A persistent RaceMe level that proves you've put in the work.
  • Full race breakdown — not just a time.
  • Know exactly where you lost and gained time.
  • Purple profile. No hiding it.
Territory D — Product-led · CRM / Re-engagement

Know what to train, pace, and beat next.

ROXFIT Ultra turns your training and race data into clearer targets, smarter pacing, and clearer training targets.

  • See where you can improve before race day.
  • Build pacing from your own race history.
  • Keep progress visible with your RaceMe level.
  • Understand every result — race, workout, challenge.
In-app hook copy
PaceMe hook
Build personalised pacing from your race history.
Manual target-time PaceMe is free. Ultra builds your splits from your actual races.
Unlock RaceIQ
Race result hook
See your full race breakdown.
You lost most time on Sled Pull and run lap 6. Unlock RaceIQ to see the full breakdown and build your next race plan.
Unlock full analysis
Workout completion hook
Understand what this workout means.
This session moved your level estimate by +0.2. See full impact, station breakdown, and what to train next with TrainIQ.
Unlock TrainIQ
06 — Social Mockups

Feed posts, stories, and content concepts.

How "Beat Your Best" looks in the wild. Launch posts, Compete moments, story format, and one post per Compete feature — Beat your best, Race your friends, Earn your level.

Story / vertical format (9:16)
Compete & social moments
Story / vertical — Compete moments
Compete — one post per feature

Each sub-feature has its own post language. Beat your best = personal improvement data. Race your friends = the gap to close. Earn your level = status earned, not given.

Beat your best
Race your friends
Earn your level
Compete — story format
07 — Launch Plan

Pre-register now. Pay in September.

Pre-registration captures demand at race-season peak without payment friction. June–August preview content keeps the list warm. Three founding pricing waves open across one week in September — founding members get early access on 8 September, public launch follows on 15 September.

⚠
Still to decide
Exact founding pricing amounts (working figures: 75/65/55% off annual for waves 1/2/3, 45% public launch). Wave spot caps. Queue-to-wave invite segmentation logic. Email cadence for June–August preview campaign.
Phase 1 — Now → End of May
Open pre-registration.
Busiest HYROX
weekend in app
📧 Email
450,000
subscribers
📲 In-app
Banner
6 placements: home, pace-me, profile, race-hub, race-result, train-hub
🔔 Push
Notification
all active users
↓ All traffic → Waitlist landing page — join the queue, no payment today
June – August — preview campaign
Keep the list warm.
Three content moments: RaceIQ preview (late June), Compete preview (late July), full Ultra preview (late August). No payment ask. Build belief before the September conversion week.
Running parallel
→Social campaign — "something's coming"
→Ambassadors — "I've seen the new version. It's unreal."
→Mid-gap email (day 3–4) to entered emails — preview content, build anticipation
Phase 3 — 1–5 September
Founding pricing week.
Annual only
3 waves · 6 days
Wave 1 · Tue 1 Sep
75% off
Deepest discount · annual
Wave 2 · Thu 3 Sep
65% off
Annual only
Wave 3 · Sat 5 Sep
55% off
Final founding price
Queue members get an email invite when their wave opens. Drops are 48 hours apart — payment issues from Wave 1 must be resolved before Wave 2 opens.
Phase 4 — 8 September
Founding members get access.
Ultra unlocks for all paying founding members. One week before public launch. Use this window to fix bugs, monitor entitlement issues, and review support volume before wider launch.
Phase 5 — 15 September
Public launch.
Wider Ultra launch with 45% standard annual offer. Monthly plan opens. Founding discounts are closed. Scale paid acquisition and in-app conversion.
08 — Channel Strategy

Where and how we show up.

Hybrid athletes are on Instagram and Strava. Most will discover ROXFIT Ultra via a post, a share card, or a friend's profile. Content should be shareable before it sells.

📸
Instagram
Primary launch channel
Hero content, level reveals, wave urgency, race analysis share cards, athlete testimonials. Purple premium aesthetic throughout. Reels for level system explainers.
Feed posts
Stories
Reels
Share cards
🏃
In-App
Highest-intent surface
Contextual upgrade hooks, locked previews, profile treatment reveal, RaceMe level teaser for free users. Waitlist CTA on every premium surface 2 weeks before launch.
Upgrade hooks
Preview states
Paywall
Banner
📧
Email / CRM
Waitlist conversion
Wave announcements, early-access confirmation, feature previews, countdown reminders. Lead with the discount, close with the product promise. Plain text feels premium here.
Wave open
Countdown
Confirmation
Feature drop
🎥
TikTok / Reels
Awareness & discovery
"Did you know your HYROX splits tell you this?" style content. Level reveals, race analysis explainers, "I finally found out why I'm slow at sled pull" hooks. Short, punchy, purple.
Level reveals
Split breakdown
Explainers
💬
Community / HYROX
Word of mouth
HYROX Facebook groups, Reddit, Discord, local club networks. Share cards drive organic conversation. "What's your RaceMe level?" is the hook — makes existing users want to show theirs.
Share cards
Level sharing
Referral
🤝
Partnership
Amplification
Hybrid athletes and coaches posting their levels, race breakdowns, and pacing plans. HYROX remains the initial proof point. Give early access users shareable moments before public launch. Aim for organic, not scripted.
Early access
Level reveal
Breakdown share
09 — Photography & Art Direction

How the visual world feels.

Dark, athletic, purposeful. Not gym-bro loud. Not clinical. Somewhere between data intelligence and physical intensity.

6.8
Data over drama
Athlete mid-effort, UI overlay. Stats visible. Makes performance data feel like the point, not the celebration after. Data is the hero.
Dark
Purple overlay
Stats visible
Mid-effort
UNLOCK
The unlock moment
Athlete at the finish line or looking at their watch/phone. Yellow light from below. The reveal moment. Use for upgrade prompts and email headers.
Yellow accent
Finish line
Reveal
Celebration
Open 7.1
→
Pro 6.8
→
Elite 9.2
Progression narrative
Before/after or journey shots. Level going up. Multiple races, multiple workouts. Long-game athleticism. For social testimonials and CRM re-engagement.
Journey
Level up
Progress
Timeline
🏃
👤
🏋️
Race your friends
Community / competition
Athletes at the same event, looking at phones. Race-day community. Use for RaceMe friend racing and event community features. Warm, not cold.
Community
Race day
Friends
Social proof
Your potential
Elite 9.5
The ceiling reveal
Predicted potential. What you could achieve. Aspirational but data-grounded. Use for RaceIQ and personalized pacing content. Inspires, doesn't overwhelm.
Aspirational
Predicted
Green accent
RaceIQ
ROXFIT
ULTRA
Logo / brand moments
Dark space, purple. Minimal. Used for launch announcements, waitlist open, and brand-led moments where product takes a back seat. Less is more here.
Brand-only
Minimal
Announcement
Waitlist
Avoid
🚫 Generic gym aesthetic
Bright white gyms, standard fitness stock, mirror selfies. Doesn't signal intelligence or premium.
🚫 Purple everywhere
Purple should signal premium moments. If everything is purple, nothing is premium. Yellow stays the primary action colour.
🚫 Pressure-heavy copy
Scarcity is real and should be visible — but the tone is confident, not anxious. "Join" not "Don't miss out".
🚫 Making free feel broken
Locked previews show value, not damage. Free users should feel the product is great — Ultra is just deeper.