Health & Fitness
Equipment sells once. Consumables pay the bills.
A rack sold in January and a protein reorder every six weeks sit in the same account and should never answer to the same target.
Why this changes the advertising decision
What is different here isn't the channel. It's the economics underneath it.
Equipment is a one-off, high-value purchase
Great for revenue, poor for repeat. Judged as acquisition, it flatters the customer numbers.
Consumables carry the repeat business
They deserve to be priced against reorder behaviour, not first-order margin.
January demand is not the year
Planning on peak-month efficiency misprices the remaining eleven.
What we do about it
The execution follows the economics, not the other way round.
Repeat and one-off are measured apart
Consumable cohorts are read from your own data and set their own acquisition price.
Peak months are planned as peaks
Seasonal spikes are funded deliberately rather than treated as the baseline.
The Method - BOI®
How BOI® applies here.
The problem
Equipment, consumables and apparel share an account and pay back on three different curves.
The BOI® answer
Equipment runs as Scale. Consumables run as Profit against repeat-purchase data. Apparel runs as Gateway.
Worth reading next
Next step
We'll tell you what your account is doing to your health & fitness margin.
A commercial review reads your account against your own product economics, and tells you where the next pound should go. Brands we work with typically spend around £10k a month on Google Ads, but that is guidance, not a gate. If you are below it and the question is real, ask anyway.
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