Designing an Integrated Retail Fitness Experience

We collaborated with a leading retailer to test and develop omni-channel 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. 
Staged a retail fitness experience in our X LAB to observe consumer attitudes towards fitness and usage of fitness equipment. These insights informed personas which helped focus the service offering and shopping experience. 
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:
  • 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.
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