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SubscriptionX podcast: There needs to be “an equilibrium” in partnerships

Image © Johanna Tyers

The podcast series was recorded during the lunch break of RetailX Event's Spring Festival

The fifth and final episode of the latest SubscriptionX podcast series sees Richard Sale, CEO of Digital Fitness Division at The Original Fit Factory previously of Peloton, visit the booth for a look at how partnerships can be beneficial in reaching new customer bases, as well as helping with growing marketing costs.

Recorded live in May, the episode has Sale stressing that there needs to be a recognisable connection between collaborative companies. It “is ensuring that the partnership makes sense to the consumer. You see two brands collaborating and you’re asking ‘how on earth does that come together or work?’ We could all think of a few examples of that.

“Consumers are obviously very mature. They can quickly understand when a partnership isn’t in their best interest. The optimum partnership is when two brands come together with an equilibrium, the comms are very well thought through and align with kind of the core message of the partnership.”

Listen to the full episode here.

Produced in association with Chargebee, the limited series also discusses how retailers are turning to the subscription business model; how AI will impact creativity; and working with the right technology partner.

The full series can be listened to on Apple Podcast, Spotify and by clicking here. Previous episodes includes conversations on with JOMO Club, The Intelligent Brief, Specsavers and Victorinox.

The series was recorded live at SubscriptionX in May 2024, it will return as part of the Autumn Festival 2024.

SubscriptionX II will bring together 40 like-minded subscription leaders, from across sectors, representing a wide range of job functions, who want to be kept abreast of trends and analysis in the industry.

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