By Justin Stoddart

Introduction

Nike, the globally recognized sportswear giant, has long been associated with innovation and motivation. However, what truly sets them apart isn’t just their products—it’s their ability to adapt and evolve. Nike’s billion-dollar pivot from being just a product provider to becoming a data-driven platform offers powerful lessons for service-based businesses.

If you’re looking to differentiate your business, increase customer retention, and create new revenue streams, you can apply the same strategies that helped Nike thrive in a competitive market.

How Nike Went from Selling Shoes to Becoming a Platform

Nike understood that data is the future of business. While they had access to sales numbers, they lacked insights into how customers were actually using their products. They needed a way to collect real-time user data, build stronger customer relationships, and personalize their offerings.

Instead of creating their own digital ecosystem from scratch, Nike made a strategic partnership with Apple. By integrating with the Apple Watch, Nike launched the Nike Run Club, a platform that allowed runners to track and share their activity. This move enabled Nike to:

✅ Gather data on user behavior
✅ Foster community engagement
✅ Improve product development based on real insights
✅ Strengthen brand loyalty

This shift allowed Nike to become more than just a product manufacturer—it became a platform for fitness enthusiasts.

What This Means for Service-Based Businesses

At ProInsight, we believe service-based businesses can learn from Nike’s pivot. Whether you’re a real estate agent, financial advisor, insurance professional, or any other service provider, shifting from a simple transaction-based model to a platform-based model can transform your business.

4 Key Takeaways from Nike’s Pivot

1. Data Collection & Personalization

Nike’s access to real-time customer data enabled them to create better products. The same principle applies to service-based businesses.

Imagine if you knew everything about your clients’ needs before they even told you. For example, in real estate, what if you could see all the properties your clients own instead of just their primary residence? This would allow you to offer personalized insights, investment opportunities, and targeted recommendations.

At ProInsight, we’ve built Deep Dive, a tool that gives service professionals access to publicly recorded property data about their clients. This allows you to move from offering generic advice to highly personalized solutions.

➡ Explore how Deep Dive can help personalize your services. Learn more here.

2. Building Community & Engagement

Nike took fitness from an individual experience to a social movement. By creating the Nike Run Club, they gave users a reason to engage beyond just buying products.

Similarly, service professionals can build stronger client relationships by creating engaging communities. Client appreciation events, networking opportunities, and educational workshops can transform your business from a one-time service into an ongoing relationship.

With Deep Dive, you can identify commonalities among your clients and connect them with valuable partners. Imagine hosting an exclusive event where your clients meet financial planners, mortgage brokers, and estate attorneys—all of whom add value to their lives.

➡ See how Deep Dive helps you build community and referrals. Check it out.

3. Insights for Product Development

Nike’s pivot gave them access to customer behavior insights that helped them refine their products. They weren’t just guessing what customers wanted—they had data to prove it.

For service-based professionals, data-driven insights can drive smarter business decisions. By understanding your clients’ full financial or property portfolios, you can create new service offerings, adjust pricing models, and develop partnerships that cater to their exact needs.

➡ Use data to refine your service offerings. Find out how.

4. Enhanced Brand Loyalty & Retention

One of Nike’s biggest wins from becoming a platform was customer stickiness. Once a customer joins a Nike community, they’re more likely to keep buying Nike products.

For service providers, long-term loyalty is everything. When clients see you as a trusted advisor who understands their needs better than anyone else, they are far less likely to look elsewhere. Deep Dive helps you retain clients by giving you deep insights into their needs, allowing you to proactively offer value instead of waiting for them to ask for it.

➡ Turn one-time clients into lifelong advocates. See how.

How ProInsight Helps You Make the Same Pivot

At ProInsight, we help service-based businesses move beyond one-time transactions and become data-driven platforms. Our Deep Dive tool gives you access to powerful client insights, helping you:

✔ Personalize your services
✔ Build stronger client relationships
✔ Create new revenue opportunities
✔ Retain more clients long-term

If you’re ready to transform your business the way Nike did, check out Deep Dive and start leveraging data to grow your business.

➡ Get started today.

At ProInsight, we’re here to empower you to reach new heights. Let’s think bigger together.