Major Fitness Reduces Checkout Abandonment by ~12% with Truemed

For DTC brands selling premium home gym equipment, checkout abandonment is expensive. Customers research for weeks, but at checkout, price becomes the final hurdle. Major Fitness needed a way to make that investment feel accessible. After integrating Truemed's HSA/FSA solution in May 2025, they turned a payment option into a conversion strategy for qualified buyers.

After we launched, we saw a sharp spike in customers asking if they could use their HSA or FSA. That told us everything. People wanted to invest in home fitness, they just needed a financially smart way to do it.

~ Ivis Salas

Marketing Director, Major Fitness

Major Fitness added Truemed to their Shopify checkout and made HSA/FSA eligibility impossible to miss. They built dedicated landing pages for qualified buyers, highlighted the payment option across the shopping journey, and curated a dedicated collection of HSA/FSA-eligible products so qualified shoppers could find them quickly.

The signal was immediate. Customer inquiries about HSA/FSA spiked after launch, confirming latent demand among qualified buyers who wanted premium equipment but needed a financially accessible path to commit. Beyond their own site, Truemed's marketplace put Major Fitness in front of qualified shoppers actively searching for HSA/FSA-eligible equipment, opening a steady acquisition channel for qualified buyers paid media couldn't reach.

By integrating Truemed, Major Fitness turned HSA/FSA eligibility into both a checkout-conversion lever and a net-new acquisition channel.

What started as a payment integration became a growth channel. For Major Fitness, Truemed didn't just reduce abandonment. It surfaced qualified buyers paid media couldn't reach and converted hesitant shoppers at checkout.