HydroSense
A B2B2C mobile marketing strategy built on hydration data
- Author · individual Master's thesis
- June — July 2026
- Preventive risk alert
- Post-workout report
- Weekly achievement
- Pre-workout alert
- Product recommendation
- Sector benchmark
Academic work. All figures are model projections, not measured results: there was no pilot or primary research.
Overview
A complete digital marketing plan for a conceptual platform that passively captures hydration data in gyms and turns it into contextual push notifications, cross-selling and loyalty.
Master's thesis for the Master's Degree in Digital Marketing (UNIR). HydroSense is an analytical construct created for the thesis.
- customer journey stages
- 7
- biometric push types
- 5
- projected CTR vs 3.4% sector benchmark
- 12–35%
- Year-1 ROI, conservative scenario
- 50.6%
A marketing strategy project. The analysis is based on desk research and classic planning frameworks.
No public demo: this project runs locally.
Your watch can detect an arrhythmia. No app knows if you drank water.
Heart rate, sleep, steps: almost everything is measured automatically. Hydration still depends on users logging it by hand, and almost nobody does that mid-workout.
Benchmarking eight platforms (Apple Health, Samsung Health, Garmin Connect, MyFitnessPal, Fitbit, Withings, Toi Labs TrueLoo and the proposal) confirmed that every mass-market app still relies on manual logging as the only method.
A passive data point that powers contextual marketing.
The thesis proposes IoT smart urinals in gym changing rooms as a passive source of hydration data, integrated into the gym’s app.
The angle is marketing: personalise the customer journey on the member’s actual physiological state rather than observed behaviour, and build a B2B2C model for gyms, members and drinks brands.
Seven stages, physical and digital.
The phygital integration of changing room and app is the thesis’s central contribution.
Awareness
Consideration
First use
Post-workout
Cross-selling
Loyalty
Advocacy
Five notifications, each with a biometric trigger.
Target CTR per push type against the sports sector benchmark (3.4%, Leanplum 2023).
Preventive risk alert
Hydration < 50% in an intense session
35%Post-workout report
Pre vs post session comparison
22%Weekly achievement
7 days in the optimal zone
18%Pre-workout alert
Low hydration on arrival
15%Product recommendation
Moderate dehydration after > 45 min
12%Sector benchmark
Conventional push
3.4%
A marketing plan, end to end.
- Analysis
- Business Model Canvas, unique value proposition, PESTEL, competitive benchmarking, Porter’s five forces and SWOT/TOWS.
- Audience
- Segmentation, B2B (gym director) and B2C (member) buyer personas, an empathy map and the customer journey.
- Objectives
- SMART business and digital marketing objectives, with B2B and B2C conversion funnels.
- Strategy
- The 7Ps marketing mix and channel tactics: SEO keyword clusters, LinkedIn and Meta Ads, email, push and content.
- Numbers
- A 12-month budget and a sales and ROI forecast with conservative and optimistic scenarios.
Viability, with every figure labelled for what it is.
Year-1 forecast of the plan. Projections based on secondary industry sources.
- marketing plan budget
- €118,015
- year-1 revenue, conservative scenario
- €177,736
- conservative ROI
- 50.6%
- optimistic ROI
- 152.8%
What the thesis does not prove.
The thesis states its own limits: there was no primary research or pilot, HydroSense is an analytical construct, and no data protection impact assessment was carried out.
What it does provide is a reusable framework: trigger communication by physiological context instead of time-based rules, and treat GDPR compliance as a competitive advantage in a product that handles health data.