Who were Aviron's early adopters, and what was the product-market fit?

I'll give you a bit of the backstory. We’re unlike traditional connected fitness companies because we bootstrapped our first three or four years. That meant, obviously, we didn't have a lot of money, which meant we weren't going after direct-to-consumer.

Acquiring customers is not cheap. We went the B2B route and sold to what we call vertical markets. Vertical markets are pretty much all businesses that are not gyms - so hotels, corporate wellness, apartment buildings. Those  were our typical customers, and we sold through a reseller network. Really, our early customers were some YMCAs and some Holiday Inn Expresses. 

It was a challenging way to get started with a long sales cycle but it showed us there was interest in our type of product and we started to see the beginning of product market fit. Once the pandemic hit and we made the decision to pivot to a direct to consumer product is where we truly experienced volume and hence product-market fit.