Unified Fitness Ecosystem: We created a vibrant, omni-channel fitness and lifestyle community, delivering premium content, programs, products, and services tailored to diverse consumer needs, anytime, anywhere.

Beyond Brand Affinity: Recognizing the limitations of traditional market research, we immersed ourselves in the world of exercise enthusiasts, going into their homes, participating in classes, and experiencing their digital routines firsthand.

Uncovering Universal Motivations: Through deep ethnographic research, we identified four brand-agnostic behavioral archetypes of exercise enthusiasts, moving beyond surface-level behaviors to understand the "why" behind their fitness journeys.

Motivation-Driven Personalization: We designed and built digital features personalized to individual motivations, transcending brand silos and fostering deeper user engagement.

Cross-Brand Synergy: By focusing on universal motivations, we unlocked opportunities for cross-selling sister brands and expanding into complementary services like personal training, maximizing value for both users and the business.