On is one of my (husband’s) favorite brands and if you can’t tell it’s a staple in the Murray household just like it is in Go-to-Millions.
That’s right. Part 2. Coming for you.
Topic of discussion? On’s new subscription based shoe model.
Goal? Resist the urge to buy something while I write this Break down the routine economy.
38.7% of On’s revenue in the last 12 months has come from DTC and in 2025 that’s only going to increase.
Why?
On is tapping into the routine economy with their new Cyclon shoes that are priced at a whopping $29.99/month. Um, yeah, you read that right.
A subscription fee for a pair of shoes that YOU ACTUALLY NEVER OWN. Cyclon is flipping the shoe industry on its laces.
1 for racing (I will be doing none of that), 1 for running (I will also be doing none of that), and one for your everyday badass walks (I will be doing ALL of that), Cyclon gives you the choice of 1 of 3 shoes for $29.99/month.
So subscribe to the shoes, use them as MUCH AS YOU WANT, need a new pair? Cool, send them back to On, they’ll recycle your old pair and give you a new one. THAT’S IT. $29.99/month.
But why does this even matter? Thank you so much for asking.
Millennial and Gen Z consumer habits are driven by routines that maximize value and convenience. They don’t want to pay $250 for shoes, but $20/month for a 12 month subscription? They’re all over it.
This is an opportunity for ecom brands to become indispensable, subscription models babyyyyy.
This is where we can integrate your brand into Millennial and Gen Z ROUTINES. Oh and it’ll help combat your ridiculously high acquisition costs now that you have consumers retained over the course of a subscription so CAC payback gets better by the month.
Beautiful.
Sorry I was just staring at On’s landing page for this new Cyclon shoe and got distracted.
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This hero image for the landing page is MWAH 🤌 chef’s kiss. It gets me hype. Informs. And the creative, AHHH the creative, 10/10.
Then we flow right into the what, where, how.
This is an entirely new business model for On, LOVE that they jump right into educating the consumer (they have to, because this is NEW AND THEREFORE CONFUSING AS A CONCEPT.)
Look at the copy, the image, the value prop. They’re HONED IN.
And then the mic drop. Just like your music, Netflix, On’s shoes are now in that mix.
ANALOGIES PEOPLE. ANALOGIES. They simplify complex ideas, help bridge foreign concepts to more familiar ones, they’re HUGE for persuasion.
And any chance I get to use an analogy in site copy, I’m freaking doing it.
I love this risk On took with an entirely new business model and the results are REALLY TELLING.
Not shocking is that thousands of runners are subscribed to Cyclon, but what IS SHOCKING is that the majority of subscribers are men.
But I’ll save that topic for another email and in the meantime, let’s just gush over On’s website LOL.
