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SERVICE DESIGN ODYSSEY • 2022-PRESENT
How might we make the cult’s fleet of gyms a loved, attractive & profitable service?
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Airbnb of gyms.
Gyms have high capex & recurring costs to run & Covid lockdown wiped out many gyms. But in post-covid world, many HNIs started opening standalone gyms or small chain of gyms as they were becoming a lucrative business model. And cult.fit acquired & partnered with many high quality gyms to build a fleet of 300+ gyms in Bengaluru & Hyderabad & was approaching gym monopoly in some cities.
Platform
cult.fit has became a platform that offers turnkey facilitation in the gym deployment & operation along with easy brand trust for any investor who runs or wants to run a gym
marketplace
on the already popular cult platform made cult.fit a silently growing monopoly in Indian fitness space
Platforms that mediate two parties at scale face these challenges
Cult came across two challenges.
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Understanding the Gym Ecosystem
Gyms primarily make profit through renewals.
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Gradually, all internal senior stakeholders aligned to the riskiest assumption:
A stellar on-floor training experience at gym is what new-to-fitness beginner members want.
Trainer as a product.
Trainer quality = Experience quality.
Trainer’s inherent drive is key
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Partially validated hypothesis: Intermediate & Advanced members rarely seek guidance
“How might we improve the on-floor general training experience of the new-to-fitness to early intermediate gym members?”
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empower the general trainer (GT)
-Reward truly stellar floor training experience
-Make everyday tasks easy & clear for GTs
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Enter Guaranteed Guidance.
Onboarding journey to make guidance guaranteed for every new ‘beginner’ member made live in one pilot gym
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Trainer: Handwritten Exercise Cards Create Digital Workout plan in 10 minutes
Member: Mark your exercise cards See & log your workouts on your phone
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“This is when I joined & started with a guerilla research to understand the members & GTs at the pilot gym. What we found...
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Understanding Gym Member
The quotes are crafted and only representative of the research findings
Impact & Experiments
The projects were done at different times as per organisational priorities but are shown together for the context & narrative
The quotes are crafted and only representative of the research findings
Understanding Floor Trainer
Impact & Experiments
The projects were done at different times as per organisational priorities but are shown together for the context & narrative