Skip to main content

Today’s guest is Anja Obermüller, the Head of Product Marketing (adidas Training) at adidas Runtastic.

As Head of Product Marketing at adidas Runtastic, Anja is responsible for coordinating marketing efforts in terms of UA, CRM and campaign management for the adidas Training app.

Anja Obermüller is the Head of Product Marketing (adidas Training) at adidas Runtastic.


02:10 – Where to start with user retention

06:10 – The Adjacent User Theory

10:52 – How to effectively manage in-app messaging

13:02 – The survey questions that helps them fix their product

15:17 – The strategies that led to a 230% growth in user retention

17:30 – How retention leads to lower CPIs

24:05 – How to connect user retention to overarching company/product goals

Show Mentions

How Adidas Runtastic Build Meaningful Relationships with Their Users
– Fav app: Audible
The Adjacent User Theory


CHECKASO is an analytical ASO platform that provides you with up-to-date data on keywords, competitors, ratings, and reviews. It also rates your ASO level and gives you custom tips on how to improve it. This way, you can increase your app page visibility, organic traffic, and installs with every update. Try it now for 7 days for free at

We all have developer horror stories. From language barriers to bad code to developing on time. That’s why I recommend using They are affordable, fast, and more importantly trustworthy. Go to

Want to increase your downloads and revenue? Check out our new ASO Masters service where we help you with ASO, optimizing your revenue and will even manage your Apple Search Ads and Google Ads. Learn more at ASO Masters.

Lakshmi uma

Lakshmi Uma is Appmaster's Podcast and ASO executive. She loves exploring ancient sanctuaries, architecture, and landscapes.

Leave a Reply