Brickhouse Nutrition boosts customer acquisition with Bundles
About
Brickhouse Nutrition is a nutrition line dedicated to delivering top quality, innovative nutraceutical products, founded in 2016 by two brothers from Columbus, Ohio. The co-founders themselves have been involved in the sports nutrition world for years and sought to fill a gap in the industry to build a foundation that improves health and performance.
The full lineup of Brickhouse Nutrition products
The first product they formulated was Foundation, a cellular energy product that highlighted Brickhouse Nutrition’s focus on building from the ground up. With this product, they aimed to create a strong foundation for athletes to build upon, then grew their science and research-based product offerings from there.
“What we were really looking for was a bundling solution that allowed for full customization.”
Max Hennon
Chief Operating Officer, Brickhouse Nutrition
Challenge
Brickhouse Nutrition migrated from Bold in 2021 before joining Recharge in the hopes of expanding their subscription capabilities. On their previous subscription platform, they weren’t able to see the growth they wanted due to slow APIs and inflexible customer portal customization with limited upsell functionality.
While Brickhouse Nutrition was no novice to the concept of bundling upon joining Recharge, they were also limited in their ability to offer their customers exactly what they wanted with their bundles.
Solutions
Enter Recharge’s latest product: Bundles.
The launch of the Bundles beta program piqued their interest as it was built directly into Recharge, which was already a part of their tech stack. They didn’t need to look elsewhere for third parties and it provided exactly what they were looking for—options.
The onboarding process was seamless with the help of the Product team, who aided in the setup and deployment of their bundles program.
Brickhouse Nutrition leveraged bundles to improve customer acquisition by introducing different flavor combinations to their customers at a discounted price. Then, customers could pick out the flavors they enjoyed most in their next shipments. This way, customers could save money while also having access to more flavor options—increasing the likelihood of them continuing to subscribe to the flavor they ended up liking the most.
Brickhouse Nutrition items on a gym setting
Results
Bundling has provided a pathway for Brickhouse Nutrition to successfully introduce new flavors to their customers, resulting in double their daily sales for new flavors compared to before. While it can be hard to sell new products to a loyal customer base, having effective bundles generates trust and engagement with the brand’s growth and contributes to a strong merchant-customer relationship.
With Recharge in their tech stack, they’ve had over $134k in GMV and have seen their AOV boosted 75% to $135 with Bundles, compared to $77 without. The numbers speak for themselves, so it’s no wonder that Brickhouse Nutrition plans to continue building out their bundling offering to see just how far it can take them.
“With different platforms that we had experience with, they tried to do too many things at once and gradually moved away from the subscriptions aspect of their offering. Recharge is able to deliver on new features and products, but still maintains a high level of support for their subscription offering.”
Max Hennon
Chief Operating Officer, Brickhouse Nutrition
