The Top Life Project was founded in Italy in June 2021 by Cristina Tomasi, MD, and her team. Cristina leads as CEO and Ideator at Top Life Project alongside Andrea Fontana, partner and CMO, and Jacopo La Porta, partner and CTO.
Industry: Health & Wellness
Use case: Subscriptions, digital products, cyclical business with high traffic periods
Focus product: WooCommerce
Key results:
- Exceeded revenue goals by 59% in the first year of business.
- Manages four different stores with WordPress multisite functionality.
- Achieved a 190,000€ single-product launch.
- Maintains high data security standards in compliance with healthcare industry standards.
Cristina is a physician and has specialized in internal medicine, angiology, osteoporosis, bioidentical hormone replacement therapy, and orthomolecular medicine. She’s been educating the health-interested since her time in university, where she ran a health journal. Since then, she’s spoken at hundreds of health conferences and established a presence as a health educator on social media.
It was Cristina’s battle with cancer in 2006 that served as a catalyst in her passion for lifestyle medicine: a combination of holistic health practices aided in her recovery, and convinced her that when people are correctly informed, they can make the right choices for their health.
Andrea has an extensive background in marketing management, with marketing consulting experience in the music industry, as well as in video production and photography. Jacopo is a long-time IT architect, passionate about web services and disruptive business models. He was also an early adopter of cryptocurrencies, all the way back in 2008.
Top Life Project launched in 2023 with immense success, and is working on expansion to Europe and the United States at the end of 2024. You can learn more about their teachings and practices on their Instagram account, @toplife.project.
Top Life Project operates on the belief that people are capable of making the best lifestyle choices for themselves and their health when they’re well-informed. Top Life Project fulfills this mission by offering a number of products and services to fulfill their customers’ health and wellness needs.
Top Life Project launched their ecommerce business on WooCommerce in January 2023 — they only sell direct to consumers via their WordPress multisite installations.
When they launched Top Life Project in 2023, their annual revenue goals included hitting 500,000€ in sales.
By the end of 2023, they had exceeded that mark by 59%, serving nearly 18,000 active users — with an average order value of 80€.
This success came from their initial brand launch at the beginning of 2023, coupled with the launch of red-therapy.com in October. In just three months, Red Therapy contributed an additional 54,000€ in revenue.
Top Life found that 40% of their orders were from repeat customers — indicating a high level of customer satisfaction with their products and services.
The team at Top Life Project manages three sites:
- TopLifeProject.com
- Red-Therapy.com
- TopSleeping.com
They’ll be launching a fourth ecommerce site, King-Beef.com soon.
Through these four brands, Top Life Project offers a number of different products and services to their customers, including digital products like courses, webinars, and ebooks; and physical products like red light lamps, mattresses, and food.
The team updates their sites with new products every other month, and are working on subscription-based offerings.
While each website is a brand owned by Top Life Project, Red Therapy and Top Sleeping operate as product resellers. All of their websites are managed through WordPress’s multisite functionality.
For Top Life Project, choosing Woo for their ecommerce platform was obvious: “We chose Woo from the beginning due to its scalability,” they noted. “It has an enormous number of plugins to choose from, and you can easily find a developer to customize everything.”
TLP uses a number of different plugins and extensions to run their business:
And, they use plugins to offer gift cards and sync order tracking across different sites and tools.
“The main advantage of WooCommerce is its scalability, its cost, and the expandability of its systems — especially in a multisite environment. Now, with the new high-performance order storage (HPOS) system, we get even better performance from our site.”
— Jacopo La Porta, Partner and CTO at Top Life Project
Top Life Project manages health data from many of its customers, making data security extremely important to their business. To protect their customers, TLP took their data security to the next level by using blockchain technology alongside their WooCommerce site.
“We use blockchain with anonymization and a brokerage platform to guarantee the truthfulness of the data and information while always keeping the data anonymous,” the team shared.
“Through this method, we can evaluate health data anonymously and use the learnings to personalize our product offerings for each customer, based on what they need most.”
— Cristina Tomasi, MD, CEO and Ideator at Top Life Project
In April 2024, TLP added a new portal within their customer dashboard. The portal is connected to their Console Plus blockchain infrastructure, which will serve as the back end to their medical health index. This new experience allows customers to upload and sync their health data, fully anonymized, and keep it secure on the blockchain — giving them new insights on how to improve their health.
Much of TLP’s incredible success was driven by product launch events. They experience significant peaks in sales when they launch new offerings, seeing as much as 190,000€ through a single launch.
TLP attributes this success to their ability to build hype and excitement around their product launches. For one such event, they had 8,000 people opt in — just in Italy — to be alerted of when the product went live.
Another launch in June of 2023 (only five months into their ecommerce journey) produced 2,000 orders in only seven days. Cristina promotes these launches through Instagram Reels and Meta ads, proving a highly engaged audience.
TLP had success promoting these launches through influencer marketing and sales funnels built on Funnelish.com — a marketing tool that they’ve synced with WooCommerce through their Zapier integration.
“These launches have resulted in enormous success,” CMO Andrea Fontana shared, “but we’re already looking at the next phase of our business. A subscription model will help normalize our cash flow and balance out the sales spikes that come with our product launches.”
Given their immense success thus far, one might think that Top Life Project feels settled in their business — it certainly seems so. However, the team is humble and driven for more.
They’re currently working on an international expansion plan that will bring their business first from Italy to Europe, and then to the rest of the world.
The first 18 months (at the time of writing) have been wonderful, but they still consider themselves at ground zero. There’s still much to be done, and many other ways they’re looking forward to helping their customers build healthier lives.
For the Top Life Project team, this is only the beginning.
Cristina Tomasi, MD
Chief Executive Officer and Ideator
Top Life Project
Red Therapy
Top Sleeping
Vanessa has spent her career writing helpful things for people across the tech space. Outside of work, she enjoys training for triathlon, rotating through hobbies, and exploring new places both urban and natural. She has two fluffy cats, maintains a few succulents, and has far too many books on her TBR shelf.
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