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customfit


Morar worked with Fitness First in the research and development of a new fitness app called customfit. 

Now used by tens of thousands, the app is designed to help people achieve their fitness goals.

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customfit


Morar worked with Fitness First in the research and development of a new fitness app called customfit. 

Now used by tens of thousands, the app is designed to help people achieve their fitness goals.

Fitness First believed it needed to compete beyond the bricks and mortar world of its physical gyms by complementing the core offer with a digital component that would be cheaper than using a Personal Trainer yet better than the myriad of other fitness apps. 

One of the early questions that came up in the process was around how people manage and measure their fitness plans.

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complementing the core offer


complementing the core offer


What we did
Morar carried out research amongst target consumers and the existing membership base to both answer questions around the initiative and to help build the positioning and marketing strategy.

One of the key questions in the survey was “How do you know if you’re making progress towards your fitness goals today?”

What we expected
We expected to hear a lot about brands offering apps: the usual suspects like Nike+, Runkeeper and Strava.

We expected people to like the sophistication and programmability of these offerings and from here we could focus in on the highest rated features, mimicking and evolving the best of the competition.

What we heard back took us by surprise and helped Fitness First make a real leap of insight with the initiative.

What actually happened
Across both customers and non-customers, the two most common answers to that key question around making progress were “Looking in the Mirror” and “Getting on the scales”. Good, old-fashioned analogue solutions.

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insights


insights


Insight 1
The competitor that we needed to overcome most was NOT a global brand with high tech features, but an engrained centuries-old behaviour coupled with some of the oldest devices available.

As soon as we reflected on this data it made complete sense. When asked about people’s main goal types, the top goals were weight loss and body shape transformation. So, on the face of it, the mirror and the scales seem the best tools for the job.

Insight 2
If looked at laterally, the mirror and the scales contained the blueprint for the most successful apps on the planet and could guide the development of customfit:

•  They are simple, quick and easy to use
• “Data entry” involves one step: moving in front of the mirror or standing on the scale
• They are discrete and can be done without awkwardly standing out
• The performance evaluation is intuitive and instant
• The process is infinitely repeatable over time
• They are free

This provided the foundation for the user experience and led to the team stripping out some of the more complex features, reducing and simplifying the data entry requirements and abandoning the aim of charging for the app, to make it more like a mirror or a set of scales.

Insight 3
The third insight came from digging deeper into the strengths and weaknesses of the mirror and the scales. We discovered that only people who were succeeding in making progress found the experience motivating. Many found it frustrating (why am I not losing weight? Why am I still the same shape?) and some found it very demotivating (I am so fat. I weigh so much).

To maximise take-up and regular usage, customfit would need to benefit everyone, regardless of their fitness levels.

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Reworking the strategy


Reworking the strategy


The impact
Reflecting on these insights the Fitness First design team made a number of critical changes to the product and reworked the marketing strategy.

The marketing tapped into the idea that the mirror is not always the best place to go get feedback on your fitness performance. Customfit would be a better alternative because whatever your status and rate of progress it would suggest something relevant, achievable and crucially, motivating – the critical success criteria for the app.

It would give you positive encouragement when you made gains and also when you didn’t. It was, in short, ‘a digital mirror’.

Today
Today customfit has over 250,000 users globally. And with over a million different ways to get feedback, customfit offers goals and motivation as unique as the people receiving it.

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