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Go-To-Market Strategy
Athlos Agile Collection
With the launch of Agile, Athlos set out to introduce a more affordable line of athletic wear- while staying true to its commitment to product quality and brand integrity.
This GTM strategy breaks down how we approached the launch through the lens of Athlos’s overarching business goals, thoughtfully addressing product risks, pricing decisions, customer personas, and market positioning. We also dive into the marketing levers and rollout roadmap that brought the Agile collection to life.
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by Ashima Gupta

Steps
1
Understand
  • Product Strategy
  • Risks
2
Define
  • Goals
  • Product Pricing, Naming & Positioning
  • Relative Positioning (to differentiate from existing collections)
  • Customer Persona and Journey Mapping
  • Marketing and Channel Strategy
3
Action
  • Rollout Action Plan & Timelines
Product Strategy
Uber Objective:
To understand the product strategy, it’s essential to start with Athlos’s overarching goal.
Athlos set out to double its Monthly Recurring Revenue (MRR) by year-end. One of the key levers identified to achieve this was expanding the new user base. Through market research and an analysis of website traffic and drop-offs, we discovered a segment of potential customers who admired Athlos’s products and resonated with its values- but were held back by price sensitivity.
To address this, Athlos introduced a new product line that combined high-performance functionality, sustainable materials, and more accessible pricing, effectively unlocking this untapped audience.
Current Line: Recycled Nylon (Premium Collection)
Athlos's premium collection includes three core SKUs- running shorts, singlet, and the Zero Tee. Designed for serious runners, Athlos's products are crafted from recycled nylon and known for their exceptional lightness and technical quality.
While they deliver on performance and brand promise, their premium pricing and lower margins make scaling more challenging. This line currently contributes 35% of overall revenue.
New Line: Recycled Polyester (Accessible Collection)
To tap into a more price-sensitive audience, Athlos developed a new product line using recycled polyester fabric- a sustainable yet more margin-friendly material.
This collection includes lined and non-lined shorts, a t-shirt, and a singlet. The products retain performance integrity and sustainability while enabling higher scalability and healthier margins
Risk Assessment
While the launch of the more affordable line significantly broadened our addressable market, it also introduced a set of strategic risks.
Much of the go-to-market strategy was intentionally designed to address and mitigate these valid risks, ensuring the launch was set up for long-term success.
Potential Risks
  • Drop in Average Order Value due to price-sensitive purchases replacing higher-value orders
  • Cannibalization of existing premium collections that contribute to ~40% of current MRR
  • Brand dilution, as increased accessibility could blur our premium positioning
  • Alienation of loyal customers who identified with Athlos’s exclusivity and performance-first ethos- an especially critical segment with 65%! repeat purchase rate
Risk Mitigation
We addressed these challenges through:
  • Clear product tiering and positioning to distinguish the collections
  • Tailored messaging to different customer segments targetted on their specific needs
  • Proactive engagement of brand advocates and loyalists in the launch process to reinforce trust and alignment
  • No price-first messaging to make sure the right kind of audience joins
Goals
We identified our North Star Metrics to align the team and track progress:
₹
Revenue
from the new line
#
New Users
first-time buyers
%
Sell-through Rate
to gauge demand & inventory efficiency
We also we established Check Metrics to monitor early signals and course-correct:
AOV (Average Order Value)
A sharp drop might indicate downshifting from premium to lower-priced items
Repeat purchase rate
A decline could signal alienation or confusion
Customer reviews
Flags any perceived drop in product quality or value perception
Product Pricing, Naming & Positioning
Pricing:
The pricing for the new line was determined through a mix of market research, competitive benchmarking, and margin targets based on the product’s manufacturing cost.
At the time, our high-performance running apparel was priced around INR 4,000, while our lower-intensity, all-day gear started at approximately INR 1,300.
The new Agile line was strategically positioned between these two ends of the spectrum. Priced just under INR 2,000, it sat comfortably above basic offerings (~INR 1,600), signaling upper mid-range quality while still being accessible enough for impulse purchases. This pricing also allowed us to meet healthier margin goals.
Name and Positioning
The new collection’s positioning was guided by a few key considerations:
  • Multi-sport appeal to attract athletes beyond just runners
  • Designed for both running and training, making it a versatile ‘workhorse’ for the existing running community
  • A shift from performance-first to emotion-first storytelling, focusing on how the product makes users feel during high-intensity movement
The final positioning centered on high-sweat, high-intensity sports, and training - delivering dependable performance while being accessible and inclusive.
The creative direction leaned into the rawness of sweat and movement- featuring athletes from different disciplines to reflect the product’s promise of versatility and performance.
The collection was named ‘Agile’, capturing the spirit of movement and adaptability that defined both the product as well as its intended audience.
Relative Positioning (to differentiate from existing collections)
To support the Agile launch, we also adjusted the pricing and positioning of select existing collections- to ensure clear visual and value separation on the website, reducing overlap, and mitigating cannibalization risks by maintaining brand heirarchy.
Customer Persona and Journey Mapping
To sharpen our understanding of the target audience and align the team, we developed a Customer Progression Map using Jobs-to-be-Done (JTBD) framework. This helped us break down the athlete's journey and identify their functional, emotional, and social needs in relation to activewear.
The exercise gave us a clear picture of both our existing audience and the segments we aimed to grow into. As seen in the map, we aligned on targeting Enthusiasts, Practitioners, and Advocates for the launch. Practitioners and Advocates were also strategically involved early on in the launch process as community influencers and early adopters.
Also, to support this user-centered approach, we introduced collection comparison charts to help customers easily identify which product line best aligned with their needs and use cases.
Marketing Strategy
At launch, we focused on leveraging existing marketing channels—performance, social, and community partnerships—to build early momentum. The strategy was anchored in four core pillars:Retention Funnel
Retention Funnel
Engaged our loyal customer base through early access and pre-order opportunities, driving initial traction and validating demand.
New Customer Funnel
Acquired new users via targeted performance marketing, with messaging tailored to value-conscious, enthusiast-level athletes.
Partnerships & B2B
Activated presence at race calendar events, expos, and offline races through pop-ups and community engagement to build awareness and credibility.
Content Creation
Produced high-quality product shoots, action photography, and authentic testimonials to power performance ads, organic content, and community storytelling.
Our approach struck a balance between retention and acquisition, amplified by strategic partnerships and emotionally resonant content. We also leaned on our community of brand advocates to organically introduce the Agile line to the right audience segments.
Rollout Action Plan & Timelines
1
2-3 weeks
GTM strategy finalization, team alignment, and action plan readiness
2
2 week
Product sample trials, feedback collection, and video testimonials
3
2 week
Product and marketing shoots, size charts and product page content preparation
4
3 weeks
Pre-buzz campaign and signing up people to community for exclusive pricing
5
3 weeks
Pre-order campaign launch, ad finalization and approval
6
Ongoing
Product available on website and Paid marketing beginning
We also created a gantt chart to manage the ownership and timelines.
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