Edge case
Designing a hybrid fitness ecosystem during a pandemic
Using contextual inquiries, market research and focus groups to launch an MVP in a projected $30B market.
Overview
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.
16 wks
End-to-end for launch
150
monthly podcast downloads
2
Founders, bootstrapped
300
email subscribers gained
Problem Space
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.
As optimistic innovators supporting our community this 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.
Discovery Process
- 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.
- 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.
Building From Insights
- 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.
Outcome
Successfully partnered with a Fortune 500 company and local businesses.
150
average monthly podcast downloads spanning 15 countries
300
email subscribers
53%
open rate with email subscribers
4
contractual partnerships
Lessons and Future Insights
- Partnerships for in-person events reduce production costs and increase community-base.
- Users viewed the Continua resistance towels as both equipment and gear, so they typically purchased more than one.
- User viewed Continua Movement Training 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.
