Full-Service App Launch for GBG Hoops: ASO, Paid UA, Lifecycle, and Email
Introduction: From Mission to Market
GBG Hoops is an off-court basketball training app created by NBA performance coach Mike Guevara (Coach Mike G) and creative producer Hadaya Turner. Designed to make elite-level training more accessible, the app delivers the same programs trusted by NBA pros to players, coaches, and trainers worldwide.
With a strong brand, loyal community, and clear vision for scale, GBG Hoops partnered with App Guardians to lead a full-service app launch. From pre-launch ASO and monetization strategy to paid media, lifecycle marketing, and email, our team supported every stage of the go-to-market.
Working across all departments, we helped GBG Hoops:
- Build an ASO foundation for long-term organic growth
- Plan and execute time-sensitive Meta ad campaigns aligned with key basketball events
- Design lifecycle journeys and retention campaigns using push, in-app, and email
- Activate a high-intent email list with modern, segmented, and timely campaigns
- Continuously optimize creatives and performance post-launch
This was a true team effort — powered by clear roles, open communication, and close collaboration between the GBG Hoops team and App Guardians from day one. Together, we helped transform GBG Hoops from a trusted training brand into a scalable, full-funnel mobile app experience — backed by strong infrastructure, strategic timing, and data-driven execution.
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App Store Optimization: Laying the Groundwork for Organic Growth
Well before launch, GBG Hoops made a strategic investment many founders overlook — they prioritized App Store Optimization (ASO). Partnering with App Guardians months in advance, the team laid a foundation for long-term visibility and conversion across both iOS and Google Play.
We started with technical fundamentals, including providing the correct Android Bundle ID — a small but critical step that impacts app store indexing and is often missed by first-time teams. From there, our ASO specialists led a full-service rollout designed to maximize organic discoverability from day one.
Metadata Strategy
We conducted in-depth competitor research and keyword analysis using top-tier ASO tools to identify high-volume, low-competition terms. These insights shaped optimized metadata for both platforms:
- iOS: App Name, Subtitle, Keyword Field
- Google Play: Title, Short Description, Long Description
Screenshot Strategy
App Guardians also led the visual CRO strategy for GBG Hoops’ app store listings, delivering a full screenshot brief and mockups. The goal: maximize conversion rates while reinforcing brand trust and product value. Our creative consultation included:
- Education on category-specific CRO best practices
- Competitor research and conversion benchmarking
- A fully structured screenshot brief featuring:
- Pro athlete credibility (e.g., Fred VanVleet visuals)
- Value-focused messaging like “Train With the Pros” and “Custom Workouts”
- Consistent design language and modern visual hierarchy
This work gave the GBG Hoops team everything needed to execute these professional, high-converting app store screenshots.
Post-Launch Optimization: Measuring and Iterating
We remained engaged post-launch with ASO management, performance reporting, and keyword optimizations — refining strategy as data came in.
Results
iOS App Store (First 4 Months):
- +7,496% visibility increase
- 73 ranked keywords: 16 in the Top 10, 5 ranked #1
- Conversion rate 3x industry average
Google Play Store (First 3 Months):
- +5,608% visibility growth
- 74 ranked keywords: 9 in the Top 10, 2 ranked #1
- Ranked #4 for “basketball training,” a core keyword
Paid Media Management: Turning Strategy Into Momentum
To grow beyond its strong organic following, GBG Hoops partnered with App Guardians for a 6-month Paid Media Management engagement focused exclusively on iOS Meta Ads. Rather than running a static campaign, we designed performance-driven “sprints” aligned with seasonal motivation spikes in the basketball calendar — from Black Friday to March Madness to the NBA Finals. This approach ensures that spend was concentrated when players, coaches, trainers and parents were most likely to take action.
Sprint Breakdown
Sprint 1: Nov–Jan
- Focus: Black Friday/Cyber Monday, New Year’s fitness goals, NBA Cup
- Result: +70% iOS install lift post-launch
Sprint 2: Mar–Apr
- Focus: March Madness and off-season training kickoff
- Result: 116% increase in iOS installs, ~60% attributed to paid ads
Sprint 3: Jun–Aug
- Focus: Peak basketball off-season globally (post-NBA Finals)
- Longest sprint, tailored to summer training behaviour and motivation
Creative Strategy & Production Support
Prior to launch, App Guardians worked closely with GBG Hoops to translate their on-court credibility into scroll stopping, conversion driven video ads. We provided:
- A strategic creative playbook with scripting, hook/value/CTA structure, and A/B test variants
- Timing recommendations tied to basketball seasonality
- Ongoing feedback on production and performance insights
Results at a Glance
- 50% increase in in-app purchases during paid campaign periods
- CPI as low as $1.49, averaging $1.50–$2.00
- App Store conversion rate of 51% across CPPs — far above benchmarks
- Engagement metrics: Hook Rate (40%), Engage Rate (43%)
By designing paid campaigns around the rhythm of the basketball world and staying agile in our execution, App Guardians helped GBG Hoops build sustained momentum well beyond launch.
Product & Lifecycle Marketing: Driving Engagement Beyond the Download
Acquiring users was just the start — keeping them engaged and converting was the next challenge. App Guardians’ Product & Lifecycle Marketing team helped GBG Hoops build a retention engine that turned first-time users into loyal subscribers.
Phase 1: Product & UX Audit
Before launch, we conducted a full audit of the app’s onboarding, monetization model, and core flows. Key areas included:
- Speed and clarity of value delivery during onboarding
- Signup friction and drop-off triggers
- Usability, design consistency, and navigation
- Paywall UX, pricing strategy, trial flow, and cancellation friction
- Gamification and habit-building features
Phase 2: Event Mapping & Lifecycle Architecture
Working closely with the dev team, we built a full event taxonomy inside OneSignal to support behavioral segmentation and funnel tracking. We then designed three core journeys:
- Welcome Journey: Onboarding flow to drive early activation
- No Subscription Journey: A retargeting flow for free users
- Inactive Journey: Re-engagement for dormant users
Each journey used a mix of push, email, and in-app messaging tailored to user behavior.
Phase 3: Strategic One-Off Campaigns
In addition to automated journeys, we created a campaign playbook for one-off campaigns tied to:
- Product launches and new program releases
- Sales and seasonal promotions
- High-motivation training windows (e.g., off-season)
- App store rating & review campaigns to build social proof and improve store ranking
Phase 4: Post-Launch Management
App Guardians continued to manage lifecycle campaigns post-launch, refining message cadence and optimizing based on engagement data.
Results
- Push notifications with CTR > 8.5%
- In-app popups with CTR > 50%
- Emails with CTR > 50%
Email Marketing: Activating a Community of Hoopers
GBG Hoops had spent years building a loyal email list of hoopers, coaches, and trainers. But turning that engaged audience into app users required a structured, high-converting strategy. That’s where App Guardians came in.
We developed a scalable email marketing framework designed to convert subscribers into users and keep them engaged long term. Our work included:
Strategic Campaign Framework
We outlined seven core campaign types tailored to both app users and non-app users, complete with:
- Objectives, targeting, and cadence (monthly, quarterly, ad hoc)
- Number of emails per flow
- Ready-to-use templates with copy, visuals, CTAs, and testimonials
Campaign types spanned program spotlights, time-sensitive promotions, feature launches, and value-driven content inspired by the app’s training library.
Design Refresh & Best Practices
We also modernized the GBG Hoops email aesthetic, delivering polished templates and guidance on:
- CTA placement
- Layout and hierarchy
- Mobile optimization and image-to-text ratio
The result: a fully updated email system aligned with today’s design standards and user behaviours.
Results
- Promotional and program-specific emails achieved CTR > 50%
- GBG Hoops now has a long-term email playbook to support ongoing growth, content drops, and feature announcements
In Summary
GBG Hoops teamed up with App Guardians to launch and scale their basketball training app — from pre-launch planning to post-launch growth. Our work spanned ASO, paid media, lifecycle marketing, and email, all aligned with the rhythms of the basketball calendar.
If you’re looking to launch or grow an app in the Health & Fitness space with full-funnel execution, get in touch.
