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From smart-watches to fitness trackers, it’s increasingly common to see people sporting wearable technology on their wrists. Fitbit is one of the leading brands in the fitness category and is experiencing 250% year-over-year growth. Their fitness-tracking technology lets Fitbit engage with their customers in very meaningful ways. It also gives users remarkable access to information to help them reach their goals. With initiatives like their latest Fit for Good campaign, they’re also harnessing the power of their customers to make the world a better, healthier place.

Tim Rosa is leading the brand’s customer outreach as Fitbit’s VP of Global Marketing. Before coming to Fitbit, Rosa helmed marketing efforts for major video gaming companies like 2K Sports and Electronic Arts. I recently spoke to Rosa about his experience, the company’s success and his plans to continue the momentum at Fitbit.

Ellett: Wearable technology offers such a personal connection to consumers. How does that personal connection affect how you market to them?

Rosa: The beauty of our products is that they’re worn 24/7. The ability to learn about our customers, understand their habits and make connections based on their goals is really powerful. As a marketer, it gives me the opportunity to speak to them on the device through notifications, through the mobile phone, and obviously through email. It is very multi-touch, and we are expanding on that and moving forward.

Ellett:  How do you leverage what you’ve learned about your customers to create more personal experiences?

Rosa: Having access to all this data and information certain makes it easier for us to think about multiple segments, our customers’ behaviors and where we need to be to get the right message in the right place at the right time. There is a lot of word-of-mouth also. We like to say if we have one person in a household we take over the household because of the power of the product and the delight of experience.

Ellett: How does that translate to the kinds of products Fitbit sells?

Rosa: We think about fitness like a pyramid. At the bottom of the pyramid are basic, “everyday fitness” trackers like Fitbit Flex, Zip and One. Above that you have “active fitness” trackers and at the peak is what we call “performance fitness.” Our everyday-customers don’t really care about performance products or performance information, but they are interested in tips and content that relate to who they are as individuals. So that affects the kinds of partnerships, celebrity alignment or events we take part in.

By John Ellett, Forbes