Designing a hybrid fitness ecosystem during a pandemic

Continua was a blend of in-person and virtual movement training. As a founding researcher I owned discovery, value proposition and the MVP definition, then tested it against real members through pop-ups, a podcast and a virtual library.

When gyms closed during 2020, personal trainers had to adapt by offering virtual sessions. DJs had to adapt by hosting virtual listening parties. Both user groups were evolving from a primarily in-person experience and venue-based business model into a more digital world.

Optimistic innovators supporting our community, here was our approach:

• Combine both service offerings (music and fitness), to deliver a rhythm-based movement training experience outside and virtually.
• Create a podcast channel for health and wellness discussions with subject matter experts to maintain community engagement between trainings.

• Affinity mapping focus group insights into How Might We statements.
• Analyze competitors and the general market of studio, at-home and hybrid fitness offerings.
• Combine literature reviews about physiology and anatomy with market research trends to develop the foundational value proposition and introduce movement patterns.
• Affinity mapping focus group data into a value proposition and How Might We statements.
• Refine business model and build a website for 3 different user groups: business partners, fitness attendees, and podcast listeners.
• Conduct contextual inquiries to inform and adjust the format, length and description of service.
• Utilize pop-up events and a podcasts insight to establish user-sentiment benchmarks.

• Motivation was highly experiential, people were seeking a workout that was equally enjoyable and effective.
• The virtual library needed how-to instruction and demonstration at a slower pace for users to understand how to embrace a new movement without a coach present.
• Music was not an accessory, it was a fundamental element that made the fitness training memorable and repeatable as we introduced new movements to participants.
• In-person pop-ups and retreat partnerships work best for engaging existing community instead of acquiring new members.

• Legal fees are expensive and some filings could be reprioritized from the launch phase to the growth stage of the business.
• Partnerships for in-person events reduces production costs and increases community-base.
• Users viewed the Continua resistance towels as both equipment and gear, so they typically purchased more than one.
• User sentiment feedback revealed that the Continua experience was viewed as complementary workout to other modalities instead of a replacement.
• On-demand and virtual trainings are best prioritized for new customer acquisition instead of existing community engagement.