How would you improve Cultfit?

1. The group classes that you can book on the cultfit app
2. The workout at home option from the app itself
3. The gym option to workout at partner gyms or some gyms which are run by cultfit itself
4. Apart from these, there is also the option to see nutritionists as well as purchase workout equipment from the cultfit store
5. There is also eatfit, which is into healthy meals and is available now on food delivery apps

1. Fitness freaks
2. Fitness enthusiasts
3. Fitness newbies

Journey	Pain Point	Severity
Signs up for the app	Don't know if the app will work out for me or not	S - This is solved in may ways with the trial that is offered
Signs up for the class	Don't know which class to sign up for	L - This is an issue especially because there are multiple classes going on simultaneously, and for a newbie enthusiast they are not sure of how much cardio vs weight training to do
	I don't know anyone who goes to the center	L - A lot of people end up going to the gym if they know someone else who does, and a fitness class should be no different
	Don't know which trainer is good vs average	M - This is an issue but not as big as the above 2 because a lot of marketing on cultfit is about how good and certified all their trainers are
	What should I bring to the class	S - This is given on the app, so this problem is solved
	What should I eat/drink before the class	M - This is an issue but a lot of the information is available at other sources and the user can ask the trainer as well
Attends the class	Class is too overcrowded	M - Overcrowding is a subjective word, hence prioritizing this as M now
	Equipment, trainer or the area is not good	S - Feedback forms can be used to better give this feedback
	Intensity level is not meeting my expectations	M - This is an issue
Gives feedback	I want to help improve the experience	S - Feedback forms can be used to better give this feedback

1. Don't know which class to sign up for
2. I don't know anyone who goes to the center

Pain Point	Solution	Impact to user	Impact to business	Effort
Don't know which class to sign up for	Have a goal based fitness regime rather than randomly signing up for classes. The app can ask for a goal, and generate a fitness plan with a class schedule. The regime for weight loss would be different from the regime for muscle gain	L - The fact that I get a custom fitness regime tailored to my needs will be a good value add to the customer	M - Because this is something in the initial stages, it may help engagement initially but may not sustain beyond a point	M - Need to map each class by various goals and need to generate a mix of classes. We need to check and research about the input requirements. We will need additional blood parameters before generating a final regime, so this should be taken into account
	Have a one-one chat with the fitness trainer from the demo class to get the fitness regime.	M - This may help initially but won't be a great value add	L - If there are too many new joinees, there is a risk that the fitness instructors will get overwhelmed with work and won't enjoy working there.	M - We can looking at building a simple chat interface. We can also look at integrating with whatsapp but we need to beware of the risks of having them leave the platform and messaging on a personal messaging system.
	Have a list of supplements like protein shakes and amino powders that can be taken prior to a class based on their specific goal	L - This will actually help the user prepare for the class and get the maximum benefit from the class	L - This will be beneficial as we can also get into the white-labelled supplements business or can become a marketplace for good quality supplements in the future, possibly opening up a business line	L - Need to build a system where the trainers can enter this system and then give the recommendation to the users. It is not too difficult but the recommendation engine will need to be trained, hence marking this as L
I don't know anyone who goes to the center	Access contacts and see if anyone has booked a class in the center nearby.	L - This will be useful, as people can see if people they know go to a center nearby.	L - This could lead to people attending more classes and being more engaged generally, ensuring that people don't drop off suddenly	M - Not much effort if people give access to their contacts, you can search by phone number and cult centers the users go to
	Look at the favourite centers of people in your contacts	L - This may help in shortlisting centers for the new users	S - It might help in initially choosing a center but might not be very useful in increasing engagement	M - Not much effort if people give access to their contacts, you can search by phone number and cult centers the users go to
	Fight loneliness with streaks. You can have streaks on your calendar and continue on each day so that the streak is not broken.	L - This will help people cultivate and keep up a good habit. You can also motivate them with notifications and messages requesting them not to break the streak. As is widely said, a streak that continues for 45 days becomes a habit and this could be a life saving habit. Additionally, you could also add a photo using GenAI of the user once they complete the streak for 365 days/subscription end date.	L - It will ensure that the fitness newbie is converted into a fitness enthusiast and this will increase the user LTV	M - Not a very difficult feature set to build. It is basically a calendar with a set of dates marked and maybe visualize the body parts that have been strengthened and will be further strengthened. The Gen AI image will take longer but as the models get better, this will also be doable in reasonable time.

1. Fight loneliness with streaks. You can have streaks on your calendar and continue on each day so that the streak is not broken.
2. Access contacts and see if anyone has booked a class in the center nearby.

1. There could be privacy implications with accessing contacts. What if it is used for stalking etc. So, this needs to be treated with caution as this could be a PR issue as well.
2. If the user continues the streak and looks nothing like the generated image, it could lead to drop off in users.

1. Avg LTV of people who have a 10 day streak vs a 30 day streak vs a 60 day streak. It is important to see at what point does engagement really begin to pick up.
2. Number of people who have checked the people and then booked the class for a particular center.

1. Don't know which class to sign up for
2. I don't know anyone who goes to the center/class

1. Fight loneliness with streaks. You can have streaks on your calendar and continue on each day so that the streak is not broken.
2. Access contacts and see if anyone has booked a class in the center nearby.

CultFit is a company that runs their own fitness centres including gym, swimming pools (in some metro cities) and offers different kind of subscription plans for using these centres. Apart from that, CultFit has a an app through which users can also subscribe for "At Home" workout plans, get diet consultations etc.

Goal/Objective : Cult Fit's business model can be broadly classified into 2 segments:

1) Fitness Centres

2) Cult Fit mobile/web app ( Focus on At Home WorkOuts)

Interviewee : Are we focussing on any particular segment for improvement?

Interviewer : Let's assume we are here to improve the Cult Fit mobile app.

Clarifying Questions:

Interviewee : Now, I would like to understand the objective for improvement, is it acquiring new users, activating new users,  increasing retention by driving engagement amongst already subscribed users?

Interviewer : Let's assume that the objective is activating new users or converting users to active users.

Interviewee : Next I would like to understand that if we have any target user group in mind whom we would want to activate.

Interviewer : You can decide on the target segment.

Interviewee : Our objective is to acquire new users for the Cult Fit Mobile application. I would like to define different user personas for the app and choose one segment to target.

The user personas are :

1) Fitness Enthusiasts/Health Freaks - They will usually prefer Fitness Centres for workouts and use the app for booking Cult Fitness centre classes.

2) Fitness Newbies/Explorers - They are new to fitness & are exploring different applications to start a fitness routine. They will usually prefer the "At Home WorkOut" subscription plan.

3) People with Health Issues - They are forced to explore fitness options as suggested by doctors and choose Home subscription/Fitness Centre subscription based on their doctor's recommendation.

I would like to target the Fitness Explorers since they have the potential to upsell to higher value subscription packages and would be a major population who are not using Cult Fit.

 

Now I would list the pain of the target user group, suggest solutions, prioritize few and define success metrics to define them.

Reiterating the goal to Increase Activation for Cult Fit application by focussing on Fitness Explorers/Newbies.

User Journey

Get to Know about cult fit app -> Register and start 7 day free trial fo "At Home WorkOut" -> Subscribe to a CultFit Plan -> Continue with WorkOuts

Pain Points -

1) Overwhelmed with choice - Too many types of memberships such as Transform, Transform Plus, Elite, Pro ( Gym), Post Pregnancy Fitness Plans. No proper screen to distinguish all the plans clearly and what each plan offers.

2) Free Trial is only limited to few features like on-demand live classes & gym sessions.

3) Cluttered Home Screen with too many options making it difficult for newcomers to navigate for the first time.

Solutions :

1) A dedicated section explaining all the subscription plans that Cult Fit offers and clearly distinguishing them with their features.

- High Impact, Less Effort

2)  Demo tour through the application features for new users - High Impact, Less Effort

3) Free Trials to be introduced for all the types of subscription plans offered by Cult Fit - High Impact, Medium Effort

4) Segregate the Home Screen showing features according to the subscription plan - High Impact, High Effort

5) Have some kind of free plan with limited features - Medium Impact, High Effort

 

We will implement only solutions 1 & 2 due their high impact & low effort

Success Metrics

1) % increase in monthly active users.

2) % of registered users who converted to active users ( bought any one of the subscription plans)