--- title: "[Case Study] Vitruvian: Greater Data Transparency with Custom Objects" image: https://www.exemplify.com.au/hubfs/SEO%20images%20(7).png --- [![1](https://www.exemplify.com.au/hs-fs/hubfs/1.png?width=150&height=84&name=1.png "1")](https://www.exemplify.com.au) [![1](https://www.exemplify.com.au/hs-fs/hubfs/1.png?width=100&height=56&name=1.png "1")](https://www.exemplify.com.au/) - [Home](https://www.exemplify.com.au) - [HubSpot Onboarding](https://www.exemplify.com.au/hubspot-onboarding) - [HubSpot for Saas](https://www.exemplify.com.au/hubspot-for-saas) - [About Us](https://www.exemplify.com.au/about-us) [Book a Free Discovery Call](https://lp.exemplify.com.au/meeting) [Book a Discovery Call](https://www.exemplify.com.au/consultation-meeting) - [Home](https://www.exemplify.com.au) - [HubSpot Onboarding](https://www.exemplify.com.au/hubspot-onboarding) - [HubSpot for Saas](https://www.exemplify.com.au/hubspot-for-saas) - [About Us](https://www.exemplify.com.au/about-us) [Book a Free Consultation](https://lp.exemplify.com.au/meeting) ## 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. ![1667960705449](https://www.exemplify.com.au/hs-fs/hubfs/1667960705449.jpeg?width=200&height=200&name=1667960705449.jpeg) SaaS Platform, Tech Startup, Health and Fitness # Vitruvian: Scaling a Global Fitness Platform with a Relational CRM Architecture ### 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 →**](https://vitruvianform.com/) 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. ## "A more seamless, data-driven customer experience" ### Increasing Upsell Opportunities Enabling marketing and sales to identify customers with active machines but inactive or expiring subscriptions, unlocking targeted upsell campaigns. [Increasing Upsell Opportunities](https://www.hubspot.com/) ### Improved Support Resolution Giving support teams full visibility of each customer’s machines and subscriptions, allowing faster and more accurate issue resolution. [Improved Support Resolution](https://www.hubspot.com/) ### Data-Driven Growth Creating a single source of truth across users, machines, and subscriptions to power accurate reporting, segmentation, and automation. [Data-Driven Growth](https://www.hubspot.com/) ## 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 No Asset-Level Visibility #### Service Friction Support teams couldn’t identify which machine or subscription a customer was referencing Service Friction #### Missed Revenue Opportunities Marketing couldn’t segment users for upsell based on machine usage and subscription status Missed Revenue Opportunities #### Zero LTV Transparency No ability to track revenue across multiple machines or subscriptions Zero LTV Transparency The Solution: ## Relational Data Architecture To support Vitruvian’s multi-asset model, we redesigned HubSpot into a **fully relational CRM structure** that mirrors how their business actually operates. #### Custom Object Infrastructure Introduced two core objects—Machine (hardware) and Membership (subscription)—allowing contacts and companies to own multiple assets without data loss. Custom Object Infrastructure #### Structured Data Model Separated data into Contact, Machine, and Membership entities—ensuring accuracy and eliminating overwriting. Structured Data Model #### Dynamic Object Relationships Implemented automated associations between contacts, machines, and memberships—creating a clear, real-time view of ownership and status. Dynamic Object Relationships #### Real-Time Data Integration Built a real-time pipeline using HubSpot API, Segment, and Stripe—keeping all records continuously up to date. Real-Time Data Integration #### B2B Scalability Extended the model to the Company object—enabling gyms to manage multiple machines and subscriptions at scale. B2B Scalability #### Outcome Transformed HubSpot into a fully relational CRM—giving teams a unified view of every customer, asset, and subscription. Outcome ## Business Impact ##### By transforming HubSpot into a fully relational CRM, Vitruvian gained real-time visibility across customers, machines, and subscriptions: Unlocking new revenue opportunities, improving support efficiency, and enabling scalable global growth. ### 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. ![409749043_1808330349595829_1233392953594348374_n](https://www.exemplify.com.au/hs-fs/hubfs/409749043_1808330349595829_1233392953594348374_n.jpg?width=150&height=150&name=409749043_1808330349595829_1233392953594348374_n.jpg) Karen Dwyer CMO, Vitrruvian ## Project Highlights ![Screenshot 2023-01-04 at 11.39.36 am](https://www.exemplify.com.au/hs-fs/hubfs/Screenshot%202023-01-04%20at%2011.39.36%20am.png?width=1280&height=954&name=Screenshot%202023-01-04%20at%2011.39.36%20am.png) 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. ![Screenshot 2023-01-04 at 2.32.57 pm](https://www.exemplify.com.au/hs-fs/hubfs/Screenshot%202023-01-04%20at%202.32.57%20pm.png?width=2838&height=1052&name=Screenshot%202023-01-04%20at%202.32.57%20pm.png) Building the Objects and Relationships (Example) Configuring the objects within Hubspot with relationships and properties required for showing data ![Screenshot 2023-01-04 at 2.40.05 pm](https://www.exemplify.com.au/hs-fs/hubfs/Screenshot%202023-01-04%20at%202.40.05%20pm.png?width=2034&height=1334&name=Screenshot%202023-01-04%20at%202.40.05%20pm.png) Building Better Communications Using custom object workflows to send the right communications to the right contacts ## Stop Losing Revenue from Your CRM ### Unlock full visibility across your customers, assets, and subscriptions with a HubSpot architecture built for scale. 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