1-2 minute read / service design / x lab

Designing an Integrated Retail
Fitness Experience

We collaborated with a leading retailer to test and develop omnichannel
experience concepts that would be used to introduce an at-home
fitness service offering nationwide.


Create a service offering that would resonate with consumers by understanding their mindset about fitness, behaviors around shopping for equipment, and preferences for in-store experiences. 


The home fitness equipment industry is expected to be evaluated between $14.74 and $21.13 billion by 2028. Seeing an opportunity to introduce a new health and wellness service nationwide, our client knew they needed to address consumers’ unmet needs for their approach to be successful. Together, we empathized with the consumer and created a connected fitness experience that offers:


According to recent surveys, about 25% of American’s don’t have a primary care doctor. With that number steadily rising since 2002, our client wanted to help close the gap to equal access of care regardless of why patients haven’t connected with a physician. The future experience’s essential goal was to make members feel heard and known while delivering immediate value to build trust and advocacy. Tactics included in our strategy to create an empathetic experience:

  • Recommendations based on persona preferences
  • A low-barrier "try before you buy" return policy
  • Retail space staged for improved equipment demos
  • Inspiration to approach their health holistically


Service staging with equipment in our X LAB

Consumer multi-variate experience tests

Opportunity map and competitor analysis 

Future solutions portfolio for optimized innovation

"We appreciated the team's ability to adapt plans quickly. They move with great speed, agility, and have tremendous throughput, which fits in nicely with our culture."

Executive Sponsor


With the implementation of customer research-backed concepts, our client was able to introduce this new at-home fitness offering nationwide. The end-to-end strategy includes a retail store experience that provides space for demos, empowers customers to improve health, and provides natural opportunities to cross-sell additional products and services.

No matter what barriers are hindering your innovation, we can help you accelerate through them.