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How Trifecta is Helping Streamline Fitness and Nutrition for the Modern Day Consumer

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The all-organic meal delivery service acquired DMW Design Group, LLC to help continue their growth outside of just meals.



Now more than ever, people are making their health and wellness a top priority. Through innovative technological advancements, it is becoming easier and easier. One of the main components that keeps people from focusing on their overall well-being is the time and energy it takes to workout and eat well while balancing everything else in their lives.

“We picked a very broad name like Trifecta because we want to be the Nike of the meal prep space. We want to dominate all sports.”-Greg Connolly, CEO of Trifecta

Trifecta, one of the nation’s largest all-organic meal delivery services, just expanded to solve this problem and create an incredible user experience that encompasses an app being rebranded as, “Trifecta — Training, Nutrition, and Tracking.” They acquired DMW Design Group, LLC, and the #1 functional fitness app on the IOS market called Pocket WOD (Workout of the Day) in order to introduce an all-in-one solution for how people track their food and performance.

The Problem

Let’s face it, America is obese, and it’s only getting worse. In fact, we are the most obese country in the world. According to the World Health Organization (WHO), 38.2 percent of the population aged 15 years and older is obese. So just over 1 in 3 people in America are obese. However, obesity is a global issue that needs to be addressed.

The WHO also cited that about 13 percent of the entire world’s adult population was obese in 2016, having tripled since 1975. Two of the biggest contributors to obesity consist of eating habits and physical inactivity. Often times, we know that what we are eating is not good for our health, but we do it anyway because it is typically the quicker and easier route.

The Solution

Trifecta, an all-organic meal delivery service started by brother and sister Greg and Elizabeth Connolly, has acquired a fitness app to provide training regimens, nutrition, and tracking all in one place. The app has over 1.1 million downloads, more than 100,000 unique monthly users and is a top-30 grossing app in the entire health and fitness category. In two years, Trifecta has gone from non-existent to an 8-figure run rate. The growth in such a short time frame is unprecedented.

Greg Connolly, CEO of Trifecta, took us through how it all started and the problem they are currently trying to solve.

“We looked at the marketplace and said, ‘Why are McDonald’s and Coca Cola still winning?’ They’ve got a horrible PR problem. Everybody knows that McDonald’s and Coke are the worst stuff you can put in your body, but they’re still making billions of dollars right and left. And, it really came down to convenience. If you look at a lot of the Harvard Medical School studies, as well as other studies, on why America is so out of shape, it is because of convenience. We are very busy, we are a very hard working country, and we end up going through the drive-thru or eating out all the time. We prioritize our jobs, our families and everything else above nutrition.”

Using this information, they decided to create the largest all-organic fully prepared meal delivery company in the nation (and make it more convenient and less expensive than McDonald’s). However, they wanted to go one step further than those of Blue Apron or Hello Fresh. To do this, they deliver fully cooked meals that take no time to prepare.

Additionally, all of their food is cooked using 100 percent USDA organic ingredients and are Non-GMO, soy-free, dairy-free and gluten-free. It is vacuum-sealed, never frozen and delivered in refrigerated boxes. Because of the quality they provide, Trifecta has seen an average of 80 percent month-over-month subscriber growth.


Now take that unbelievably convenient and healthy meal delivery service and add on one of the most interactive fitness apps on the market. The app boasts workout videos from fitness experts like Ence, Nicholas Paladino, Tasia Percevecz and more. It also features instructional videos and blogs on rehab, nutrition, form and beyond. And, that is all free. On top of all of that, the app includes a nutrition tracking option with a deep database of over 5 million food items from all over the world.

To improve your experience even more, there is a premium option that comes out to just $4.17/month. This creates access to more exclusive training content, detailed nutrition insights, and enhanced tracking capabilities.

At first glance, it looks as if the app is more geared to MMA fighters or bodybuilders or powerlifters even, not the average person working out to stay in shape, but Connolly wanted to put these assumptions to rest. Trifecta is not going to pigeonhole itself to a few sports.

“To broaden the app, we’re going to bring in some celebrity bodybuilders to do bodybuilding programming, we’ll bring in celebrity powerlifters and do powerlifting programming. We’ll go through each individual sport, NFL, NBA, MMA, etc. so that people are able to select which sport they are training for. We feed over 150 celebrities or celebrity athletes now across literally all sports, so you’ll be able to say, ‘I want to learn how to get stronger for better grappling in my jiu-jitsu class,’ and, boom, we put Cody Garbrandt, former UFC World Champion in there with Urijah Faber walking you through particular workouts and moves that will help your jiu-jitsu ground game.”

UFC fighter Cody “No Love” Garbrandt is another athlete on Trifecta’s roster (via Trifecta)

Trifecta already boasts a stellar roster of athletes from the UFC, CrossFit, bodybuilding, powerlifting, the NFL and beyond.

To put it all into perspective, let’s take a look at McDonald’s pricing versus Trifecta meal pricing. McDonald’s obviously has numerous different options that you can order as a meal or a la carte as well as a dollar menu. A traditional Big Mac meal, on average, goes for about $5.99, sometimes more depending on location. For example, a medium Big Mac meal in San Diego goes for over around $7.50, while one in Cleveland goes for about $6.50.

Trifecta offers full on meal plans as well as a la carte items. Based on their calculations, one full meal costs $6.90. They have five different meal plans that go for just over $100/week. It’s a much healthier option, less expensive and even more convenient than swinging through the drive-thru.

On top of athlete and sport expansion, Connolly and Trifecta have big goals when it comes to changing the overall well being of America.

“A long term goal for us is to, this won’t be for a couple years, but we would like to eventually get into health care. I think that’s where the big impact is. We already got the meals coded in Medi-Cal’s database here in California. Eventually we want doctors to be able to prescribe meal prep to people that are overweight. Imagine the savings for our country. Medicare alone spends $400 billion a year on type two diabetes care right now.”

Trifecta is certainly doing its part when it comes to changing the world for the better. The addition of the fitness app along with the company’s long-term goals proves for a wildly exciting future in the health and wellness space.

You can check them out at www.trifectanutrition.com, @TrifectaSystem on Twitter, @trifectasystem on Instagram, @trifectameals on Facebook and Trifecta on YouTube.


This piece has been presented to you by SMU’s Master of Science in Sport Management.


Front Office Sports is a leading multi-platform publication and industry resource that covers the intersection of business and sports.

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Justin is a contributing writer for Front Office Sports. A current senior at Baldwin Wallace University, Justin has worked with the Cleveland Indians, ESPN Cleveland, Integrated Sports Marketing, and both Super Bowl 50 and LI. He can be reached at justin.herrin14@gmail.com.

Sports

Gauntlet of Polo Aims to Add Relevance to Niche Sport

The U.S. Polo Association has consolidated three major tournaments and upped the prize pool in an effort to sustain and grow the sport.

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Gauntlet of Polo

Photo Credit: David Lominska

When was the last time you thought about polo?

For most Americans, the answer probably has something to do with the logo on a Ralph Lauren shirt. But while the U.S. Polo Association doesn’t shy away from the game’s classification as a niche sport, it’s also working to sustain and broaden polo’s reach via consolidating a trio of prestigious tournaments into one lucrative event.

The Gauntlet of Polo, held in West Palm Beach, Florida, concludes this weekend at the U.S. Open Polo Championship with a whopping $250,000 on the line. There’s also an additional $500,000 at stake for Team Pilot, who have won the first two events and can claim the half-million if they are able to earn a clean sweep. The horse-back sport is played by a small number of Americans, with 300 clubs across the country supporting 5,000 players, according to David Cummings, the chairman of USPA Global Licensing.

“The USPA is motivated to grow the sport, not only in the U.S. but internationally,” Cummings said. “Our goal is to educate and grow polo. And if you’ve ever met a polo player, there’s nothing more he likes to do than talk about polo. We want to increase the amount people who talk about it.”

READ MORE: International Swimming League Wants to Give Swimming a Permanent Audience

There is a major barrier of entry to attracting new players: money. The sport has been played since 200 B.C. in Persia and came to the U.S.  in 1876, where it has remained a sport of the nation’s wealthy. According to Cummings, it can cost up to $4.5 million to field a team for all three tournaments. Those costs include paying the players, paying their travel and lodging and the care for the horses. Each of the four players on a team brings up to 15 horses, riding an average of 10 per game.

The potential million-dollar purse doesn’t cover those costs, so Cummings said most teams underwrite with sponsors. Those are often of the big-name variety, too, like Coca Cola and Cessna, the airplane manufacturer.

But the financial reward is similarly lucrative. Elite players play globally and make in excess of $1 million annually, Cummings said. The Gauntlet of Polo is the highest potential purse for polo with the new bonus prize.

The $500,000 bonus, paid on top of a $250,000 prize for winning the Open and $125,000 for the other two tournaments, is part of a larger plan to attract younger players and fans. The plan also drops team handicaps for the Gauntlet of Polo from 26 goals to 22, the collective total by a team’s four players. A lower collective handicap theoretically would allow more novice players to help make up teams — the higher the individual handicap, the better the player. So far, the plan has worked. According to Cummings, 16 teams entered the competition this year, up from six last year.

The hope is the injection of cash prizes could help change the trajectory of polo in the U.S., said Mark Bellissimo, managing partner of the Wellington Equestrian Partners and owner of the International Polo Club, the tournaments’ host site.

“In order to expand interest in the sport, it is essential that emerging players, as well as new teams, have the opportunity to participate in elite tournaments,” Bellissimo said.

The International Polo club is the hub of the polo community in West Palm Beach, the sport’s U.S. epicenter. The region has more than 75 fields in a 50-mile radius, and the Palm Beach County Sports Commission estimates an annual economic impact of more than $23 million from the sport.

With a not-for-profit base at the U.S. Polo Association, Cummings said a small staff as well as a volunteer chairman and governors keep a youth movement at the core of their mission. The organization does hold interscholastic and intercollegiate tournaments for the 30 high schools and nearly 50 colleges that field teams, a number they also hope to grow.

“Their motivation is to teach and instruct people play and get new people into the game,” Cummings said.

READ MORE: Jaguars’ Unique Arrangement Builds U.K. Audience

Likewise, in an attempt to attract more fans, the sport’s organizing bodies will continue their transformation into the digital age over the next few years through streaming more broadcasts and incorporating modern touches like Jumbotron videos and replays.

Time will tell whether polo sees in uptick in interest in the U.S., but Wellington has high hopes for the Gauntlet of Polo. He expects 12,000 people at the polo grounds on Sunday. Along with a live broadcast on USPolo.org, the tournament will be broadcast on CBS Sports on Sunday and Eurosports on Monday, potentially reaching 250 million households.

No matter the number of spectators, a team will be playing for the largest purse in polo history. It’s a bottom line everyone can agree upon.

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AT&T’s Logo Deal With WNBA Represents Deeper Strategy With NBA

AT&T’s investment in the NBA includes the WNBA, NBA 2K League, G-League and USA Basketball, representing a piece of its broader entertainment sponsorships.

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WNBA ATT Sponsorship

All 12 WNBA teams will have an extra logo on their jersey this season.

During the WNBA Draft on Wednesday, jerseys with AT&T logos were revealed at Nike’s NYHQ as part of a multiyear partnership. Along with the jersey placement, AT&T will also gain integration throughout WNBA.com, the league’s app and social channels, and broadcast partners. The telecommunications company also will be the title sponsor of the WNBA All-Star game, starting this year in Las Vegas.

It’s the latest expansion of a deepening sponsorship plan between AT&T and the NBA, as well as the telecommunication company’s overall sponsorship plan.

READ MORE: Thunder Announce Love’s As Jersey Patch Partner

“The WNBA is deeply committed to empowering and inspiring women,” said Kerry Tatlock, NBA senior vice president of marketing partnerships. “AT&T’s groundbreaking commitment to our game, which is anchored on our shared values of diversity and inclusion, make it the perfect partner for the WNBA at this exciting time.”

It will be the first non-apparel logo to be on jerseys of all 12 teams. Also announced was a “refresh” of the WNBA brand, complete with a new WNBA logo. An ESPN report noted the logo will transition onto uniforms, courts and basketballs in 2020.

The WNBA deal is part of an overall NBA partnership that includes sponsorship of the NBA, WNBA, NBA 2K League, G-League and USA Basketball, said Shiz Suzuki, AT&T assistant vice president of sponsorships & experiential marketing. The AT&T partnership with the NBA started at this year’s NBA All-Star game, as the presenting sponsor of the slam dunk contest, All-Star practice and media day.

Suzuki said the deal makes the AT&T brand across the WNBA physically and digitally, which will hopefully help engagement for both brands and create new customers and fans alike.

“The WNBA represents a brand, league, players and fan base we want to connect with and grow with as we work with them to find ways to bring fans closer to the sport, whether through an on-site activation at major events like WNBA All-Star, or to fans at home and on the go using our social media and digital platforms to deliver premium content, behind-the-scenes access and stories from across the WNBA,” Suzuki said. “By doing so, we can connect AT&T customers to the WNBA to grow fan engagement and our relationships with current and new customers.”

Within the partnership between the WNBA and AT&T, the two organizations will create programming to support women in sports. It’s a further extension of AT&T’s work to support women, support diversity and foster inclusion. The company removed gender bias from its advertising last year, two years ahead of a stated goal by the Association of National Advertisers.

READ MORE: WNBA Star Sue Bird Makes Leap to NBA Front Office With Denver Nuggets

“Together, we can create ways for basketball fans and for AT&T customers to engage in the causes and communities important to the WNBA and to AT&T,” AT&T Chief Brand Officer Fiona Carter said. “Whether it’s women in sports, supporting small businesses like those owned by WNBA players, being a leading voice in LGBTQ rights, or giving back to communities in which we operate, we have much in common and many opportunities to empower these incredible athletes and their fans.”

The WNBA announcement came during a big week of sports activations for AT&T, which included the NBA 2K League’s The Tip  Off, Augusta National’s Women’s Amateur, the NCAA Final Four and The Master’s. Suzuki said the brand’s investments put fans at the heart of sports, music and other entertainment options — hoping to hit the diversity of the company’s consumer base.

“Our sponsorships strategy is about enabling growth for AT&T, by building more meaningful connections with current and with new customers,” Suzuki said. “To do that, we look to deliver moments that drive people’s love for sports, entertainment and their communities. Whether at an event, at home, or on the go, we want to bring fans closer to the moments that matter to them.

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In Its Second Year, Major League Rugby Focused On The Long Haul

Major League Rugby Commissioner Dean Howes is optimistic and focused on a long and sustained growth for the second-year league.

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Major League Rugby

Photo credit: Griff Lacey

A long, sustained growth is in the cards for Major League Rugby.

The league is avoiding a big splash before disappearing by staying close to earth with expectations, commissioner Dean Howes said.

The league started last year with a truncated, 31-game season with seven teams and has nine teams for a 75-game 2019 season, but by 2022 there’s likely to be 16 teams, Howes said. Until then, when the league hits a wide enough market reach to have true success, Howes said the league will continue to build itself slowly across the nation.

READ MORE: The US Rugby Players Association and Its Goals for the Future of the Game

“It’s in your partners and your expectations,” said Howes, who has previous management experience with Real Salt Lake and the St. Louis Blues. “You have to know what can spend and can’t spend and have realistic expectations you can and can’t drive. No league has reached its full stride in a season, or five or 10.

“Major League Soccer is extremely successful, but it is still just hitting its full stride and is 20 years into it.”

With slow and deliberate growth, Howes believes Major League Rugby can grow into another major sports league in the United States. The league already has teams in Austin, Texas; Denver; Houston; New Orleans; New York City; San Diego; Seattle; Salt Lake City; and Toronto. Teams are lined up for the next two seasons in Boston, Washington, D.C., Atlanta and Dallas, with potentially two or three to be added.

The league and teams are a single entity, like the MLS, not a franchise model. Operators of the teams are also owners within the league.

By the end of this year, Howes said each of the nation’s major media markets, save for maybe Chicago, will be filled with teams. Once all those teams are playing, he believes there will be enough market coverage for the league’s media packages to be relevant. Beyond media deals, the relevancy within markets is important in building fanbases. There is already a robust club level of rugby across the country, the middle ground soccer was missing. But unlike the base MLS had, youth rugby needs to be built up.

“You have to be balanced across the country,” he said. “We need to focus on being relevant not just in major markets, but within those markets. Ann evidence of success comes with how we penetrate those markets, how we help build the sport out that’s how it will grow.”

Currently, there are TV deals in place with ESPN, CBS Sports Network and AT&T Sports Networks. To secure those deals, Howes said he had to sell the overall vision of the league’s future.

“All of the TV partners want good content and I think this is great content,” he said. “They need inventory and we need exposure. As long as we can continue to grow with them and not overpromise and underdeliver we can stay within those partners.”

It has many of the factors Americans like in their sports, he said, like high-scoring affairs and easily countable states. And for Howes, a self-proclaimed sports fan who can find something about all sports to enjoy, rugby converts easily to TV, unlike some other sports. Unlike the necessary wide angles for some sports to track balls and pucks, rugby telecasts can get minor details.

“People will like it in stadium and on TV,” he said. “You see them with bumps and bruises and sweat.  It’s a physical game and you see all of that. If you can get people to watch and understand, like any sport,  you start converting them.”

As the TV partners seem to understand the vision, Howes said foundational partners are key to the growth of the league as well.

“In the world of sports, your first sponsors are those you’re doing business with, those people literally getting value from you and your business,” he said. “As you grow and become stronger, then you reach out into those partners who love you because of sheer brand strength.”

Rugby is an international sport with plenty of room for growth in North America, much like the MLS had with soccer. European rugby leagues are already looking at North American cities, according to a BBC article suggesting teams in New York and Toronto for England’s Rugby Football League.

“Obviously the other leagues want to keep an eye on us, what we’re doing and want to participate in the appropriate markets,” Howes said. “We have the most headroom for growth and we’re the largest economic country in the world.”

READ MORE:  Major League Rugby Partners with CBS Sports Network

Howes knows that growth will take time, even just to get a foundation set for future growth. He’s not planning to rush it.

“We have the passion to say this sport deserves to be amongst the other major leagues,”  he said. “We need to be able to say this is what it takes to sustain this thing for five years or 15 years.

“We’re in it for the long-haul and funded and structured for the long-haul.”

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