Canyon Bicycles Achieves 21X Affiliate ROAS and 5X Conversion Lift with Truemed

Canyon's growth team was looking for affiliate partners that could drive net-new revenue without cannibalizing its existing paid channels. When the team added Truemed to the program in late 2024, it stood out immediately. Unlike most affiliates, which tend to compete for buyers a brand is already reaching through paid media, Truemed was driving a fundamentally different type of customer. These were qualified, health-conscious buyers actively looking to spend HSA/FSA dollars, most of whom had never encountered Canyon before.

We hold every affiliate to the same bar: prove it's incremental. Truemed cleared that immediately. In Google Analytics, it just looks like dollars on top. No cannibalization across search, shopping, or social. Now the conversation has shifted from 'is this working' to 'how do we scale this'!

~ Jason Trzeciecki

Manager, Paid Media, Canyon Bicycles

Canyon added Truemed to its affiliate program on a standard commission model. From there, Truemed put Canyon in front of potential buyers through multiple channels including featured placement on Truemed's marketplace, lifecycle email campaigns to Truemed's health-conscious subscriber base, and promotion across Truemed's social channels.

The team tracked every touchpoint through both its affiliate platform and Google Analytics, giving them a complete view of what was actually incremental. For qualified customers, the ability to save an average of 30% removed one of the biggest barriers to conversion.

Truemed's traffic converted at 5X Canyon's typical paid media conversion rate, and 73% of those customers were completely new to Canyon, not even on the brand's existing lead list. Google Analytics also showed no overlap with paid spend, which meant the growth was incremental. The result was 21X ROAS, double Canyon's typical affiliate benchmark.

The impact was immediate and sustained:

• 21X affiliate ROAS
• 5X conversion Lift vs. Paid Benchmark
• 73% new-to-Brand Buyers

For Canyon, Truemed isn't just another affiliate. It's an acquisition channel reaching qualified buyers their paid media never could.