Launching a fitness and lifestyle vertical
Overview
Owned the strategy and launch of Optus Sport Fitness, evolving the proposition into a lifestyle-led fitness platform combining original content, expert partnerships and digital experiences. As Product Owner, I led the vision, roadmap, budget and cross-functional execution — growing the platform to 10K+ monthly users.
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Role: Product Owner
Duration: 12 months
Focus: Product Strategy · Growth · Experience Design · Content · Partnerships
Results
10K+ monthly users
establishing a meaningful audience for the new proposition.
Improved acquisition through social, creating a stronger top-of-funnel growth engine.
Increased engagement
across content types, encouraging users to explore beyond individual workouts.
A differentiated lifestyle proposition
extending Optus Sport beyond traditional sports content.
A scalable foundation for growth, bringing product, content, partnerships and acquisition together under one strategy.
The Challenge
Optus Sport Fitness lacked a clear proposition and growth strategy. Product, content and partnerships operated largely independently, limiting discovery, engagement and the ability to differentiate in an increasingly competitive digital fitness market.
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The opportunity was to rethink Fitness as a product and growth proposition, rather than simply a collection of content.
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The Solution
Developed a new product strategy built around four connected growth levers: original content, a free entry experience, social-led acquisition and superior UX.
The experience brought workouts, video, recipes and editorial content into a more cohesive ecosystem, while exclusive content and expert partnerships created differentiation. Social became a key acquisition channel, connecting awareness directly into the product experience.
Highlights
Owned the end-to-end product strategy, from vision and business case through to roadmap and delivery.
Secured ExCo alignment and investment across the proposition, roadmap and budget.
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Repositioned Fitness from a content vertical into a differentiated lifestyle proposition.
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Commissioned original content and partnered with leading Australian fitness experts to build a distinctive offer.
Connected product, content, social and partnerships into one growth strategy spanning acquisition through to engagement.
Project Highlights
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Led CX across 10+ cross-functional teams, aligning product, digital, retail, contact centre, fraud, legal, compliance and technology.
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Partnered with Mastercard on the rollout of biometric identity verification across Optus.
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Redesigned three fragmented channel experiences into one governed, app-led verification service.
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Used customer research, service design and market benchmarking to shift verification from a compliance interaction to a clearer, more trusted customer experience.
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Represented CX across executive and external stakeholder groups, regularly reporting experience direction to the CEO and SLT.
© 2026 Francesca Tschuchnigg