The Fittest League
Building India’s first competitive fitness platform.
- Client : The Fittest League
- Project Category : UI/UX, Brand Strategy, Motion Design
Bridging the business gap
“Competition is mostly mental, you win or lose even before you go out there to play”.
– Global tennis sensation, Venus Williams.
No sportsman is complete without the passion to compete and win. At times, their competition is staring back at them in the mirror; while at other times they are longing to defeat another sportsman’s record or performance level. It’s the same with fitness enthusiasts as well, with a bit more focused training on one’s own body.
Recognizing a huge market gap, Akhada Entertainment Private Ltd., started India’s first competitive fitness platform termed – TFL, i.e. The Fitness League, in February 2019.
Our goal was to study fitness as a concept and as a passionate goal from grass roots levels in India to the top performing athletes – in order to develop, design and create an effective mobile app for this unique platform.
Understanding the user
Fitness, just like sports is deeply personal and thus has its own ups and downs, competitive goals, need for rewards and a desire for recognition (from within oneself and from the world outside). Upon a quick social media and on-ground focused group scan, we discovered that fitness enthusiasts are bored of the same workout patterns, with little or no exposure to fitness events/competitions, limited access to fitness experts who are rightfully educated and so on – all of these factors led us to one core issue – i.e. the absence of a single fitness competition platform.
– 27 %: FITNESS ENTHUSIASTS LOOK FORWARD .
– 4 – 6 TIMES A MONTH: LOW AVERAGE FREQUENCY OF GYM VISITS DUE TO LESS MOTIVATION.
– 12.7 CRORES: TOTAL FITNESS ENTHUSIASTS IN 5 TOP INDIAN METROS.
– 6401 CRORES: THE CURRENT INDIAN FITNESS MARKET SIZE.
– 1.8 CRORES: CONSUMER BASE FOR TFL TARGETING.
Changing existing user behaviour to proposed
When fitness enthusiasts: 1) Become a part of a larger community where they get to explore like-minded people, pursue their personal fitness goals and 2) Continuously compete with one another within a healthy environment – they showed renewed interest and vigour in our joint study with the client. All of the above measures added to a sense of purpose and being to every fitness lover. Thus, a new league of fitness pursuits was born in India. After careful study, analysis and market understanding, this is the product MVP we drew for our client:
How did effective design compliment the business plan?
Once the business model was final, we worked closely with the client’s team to build stages, framework, flowcharts and app development procedures in line with the business goals.
As per the business set up, there were 4 stages being built in the initial testing phase.
Stage 1: The leaderboard: Creating a pan-India dynamic leaderboard, connecting top 5 Indian metro gyms, fitness e-comm brands, fitness experts and sports athletes.
Stage 2: The Knockout: On-ground events with online registration links and participation tracks was created for pushing users.
Stage 3: Team building: As per the sports category, athletes or fitness experts could have teams and compete with one another at this stage, in the 5 chosen metros.
Stage 4: The finale: This was programmed to be a 3day event with live online shows, to celebrate and discover the fittest male and female candidates of each city.
From challenges to design decisions
1. CHALLENGE: How to bring alive the ground level sportsmanship in athletes online?
DESIGN: We drew a comprehensive list of an entire ecosystem around our audience to understand what affects them better. This in return led to sharper communication and design.
2. CHALLENGE: Fitness goals were induced by gym trainers and body builders only, lacking a sense of personalization.
DESIGN: With the growing demand of videos online, we build a personal sense of fitness by allowing users to upload, share, track and follow self-training videos in a DIY mode.
3. CHALLENGE: How we do connect the market and the fitness enthusiasts, together?
DESIGN: We realized there was a B2B market and the B2C market on our same platform. Hence, we made the features, advantages, takeaways and rationale for membership – clear to both parties in their way.
– For the B2C audience: There are fitness goals to chase, new like-minded people to meet, chance to enter contests pan-India, form/enter a team and more.
– For the B2B audience: A unique opportunity to create your own sports/fitness event with all backend, ready-to-use infrastructure in place from TFL like:
– SEAMLESS PAYMENT GATEWAY INTEGRATION
– CUSTOM TICKETS
4. CHALLENGE: How personal, analytical and convenient can each profile creation be in order to push maximum participation?
DESIGN: We created and designed flow of information in video and visual formats only – in a manner where interactivity, authenticity and transparency is always at its peak. A fluid navigation style, choice of fitness technique, daily tips, access to social media upload and interaction, live-video update and more such features helped achieve this.
5. CHALLENGE: How can we push new users to set newer and higher fitness goals?
DESIGN: Every minute of sweat burn, exercise pattern or technique, time duration and level of fitness to be achieved was shown, promoted and taught in an interactive manner. All achievements and even incomplete tasks are documented for the user and us.
Since the website and app launch in February, 2019 TFL has seen phenomenal growth. The website has 14,000 page views and 4000 unique visitors. With social media reach of over 3,45,000, TFL’s signed partnership with 500 plus top 5 Indian metro gyms* is only going uphill. Come mid-year 2020, the brand plans to partner with 5000 plus gyms pan-India with an upcoming challenger series to be launched soon. Future revenue streams of online certification and gamification are also on the cards.
Good design can bring a great business idea to life. We are always charged to meet and hear great ideas from all corners of the world. If think you have one that deserves a hear, just leave a message below and we’ll reach out to you sooner than you thought!