[Case Study] Vitruvian: Greater Data Transparency with Custom Objects

Case Study: Vitruvian – Scaling a Multi-Asset Subscription Model in HubSpot

This case study shows how we redesigned HubSpot for a connected fitness company with a complex hardware + SaaS model.

We transformed it from a contact-based system into a fully relational CRM using custom objects, structured data, and real-time integrations: enabling clear visibility across customers, machines, and subscriptions, faster support with full asset-level context, new upsell opportunities through accurate segmentation, and scalable infrastructure for global growth.

It highlights our specialisation in designing HubSpot architectures for multi-asset, subscription-based businesses.

About Vitruvian

Vitruvian is the next generation of connected fitness bringing the weight room of a gym, in home. Delivering up to 200kg/440lbs of digital weight the Vitruvian Trainer+ uses artificial intelligence to read users’ range of motion and constantly respond to the way they move.

Paired with the Vitruvian app, the experience offers access to world-class fitness coaches, 200+ exercises, goal-orientated programs, and full workout data. In a compact machine that slides under a bed or couch when not in use.

Intelligent, adaptive, digital weight that revolutionises resistance training and provides people with a more effective, engaging, and convenient way to workout.

Visit their website →

Vitruvian is a high-growth fitness technology company combining a connected hardware product (Trainer+) with a subscription-based SaaS platform.

As the business scaled globally, their CRM needed to support a complex, multi-asset customer model including:

Multiple machines per customer
Machine-based subscription ownership
B2B gym accounts managing multiple assets

However, their existing HubSpot setup—built entirely on the Contact object—could no longer support this level of complexity, resulting in data limitations that restricted growth.

Increasing Upsell Opportunities

Enabling marketing and sales to identify customers with active machines but inactive or expiring subscriptions, unlocking targeted upsell campaigns.

Improved Support Resolution

Giving support teams full visibility of each customer’s machines and subscriptions, allowing faster and more accurate issue resolution.

Data-Driven Growth

Creating a single source of truth across users, machines, and subscriptions to power accurate reporting, segmentation, and automation.

The Challenge: Managing a Multi-Asset Customer Model in HubSpot

Vitruvian allows users to complete workouts using their Trainer+ machine (hardware), connected to a subscription-based app.

Each machine is tied to its own subscription, meaning access to premium features is dependent on an active machine-level membership—not the individual user.

Data from the app was collected via Segment and synced into HubSpot via API. However, all data was stored against the Contact object.

As customers and gyms began managing multiple machines and subscriptions, the contact-based data model broke down—forcing multiple records into a single contact and causing critical data (such as subscription status, activation details, and usage) to be overwritten or lost.

At the core of the issue was a “Single-Record Conflict.”

HubSpot’s contact-based structure could not support a business model where customers owned multiple assets. As a result, key data points—such as serial numbers, activation dates, and subscription status—were continuously overwritten.

No Asset-Level Visibility

No clear way to track machines, subscriptions, or ownership across users or gym accounts

Service Friction

Support teams couldn’t identify which machine or subscription a customer was referencing

Missed Revenue Opportunities

Marketing couldn’t segment users for upsell based on machine usage and subscription status

Zero LTV Transparency

No ability to track revenue across multiple machines or subscriptions

Custom Object Infrastructure

Introduced two core objects—Machine (hardware) and Membership (subscription)—allowing contacts and companies to own multiple assets without data loss.

Structured Data Model

Separated data into Contact, Machine, and Membership entities—ensuring accuracy and eliminating overwriting.

Dynamic Object Relationships

Implemented automated associations between contacts, machines, and memberships—creating a clear, real-time view of ownership and status.

Real-Time Data Integration

Built a real-time pipeline using HubSpot API, Segment, and Stripe—keeping all records continuously up to date.

B2B Scalability

Extended the model to the Company object—enabling gyms to manage multiple machines and subscriptions at scale.

Outcome

Transformed HubSpot into a fully relational CRM—giving teams a unified view of every customer, asset, and subscription.

Unlocking Upsell Revenue

Enabled marketing and sales teams to identify customers with active machines but inactive or expiring subscriptions—unlocking targeted upsell and retention campaigns at scale.

Faster, More Accurate Support

Gave support teams complete visibility into each customer’s machines and subscriptions, reducing resolution time and improving first-response accuracy.

A Single Source of Truth

Established a unified, real-time data model across users, machines, and subscriptions; powering reliable reporting, precise segmentation, and scalable automation.

Ed came in and helped design an experience that drove greater engagement and provided a more seamless and enriching brand experience. On top of that he's an absolute joy to work with and a fantastic partner.

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Karen Dwyer

CMO, Vitrruvian

Mapping Every Possible Scenario

We worked with Vitruvian to understand every possible use case (20+) to make sure we're providing the best possible solution.

Building the Objects and Relationships (Example)

Configuring the objects within Hubspot with relationships and properties required for showing data

Building Better Communications

Using custom object workflows to send the right communications to the right contacts

Case Study: Vitruvian – Scaling a Multi-Asset Subscription Model in HubSpot

Vitruvian: Scaling a Global Fitness Platform with a Relational CRM Architecture