About the Project
The CultFit Fitness Gear Consumer Needs Research project focused on conducting in-depth user research to understand the specific needs and preferences of consumers regarding fitness gear, particularly in the categories of athleisure/active wear and wearable technology, within the context of CultFit's fitness ecosystem. By delving into consumer behavior across various fitness activities offered by CultFit, the project aimed to uncover valuable insights to inform the development of better and more advanced offerings in the fitness gear market tailored specifically for CultFit users.
Research Objectives:
1. Gain insights into the unique needs and preferences of CultFit users regarding fitness gear, including athleisure/active wear and wearable technology.
2. Understand how CultFit users engage with fitness gear across different types of CultFit fitness activities, environments, and lifestyles.
3. Identify cues and opportunities for innovation to enhance the functionality, performance, and appeal of fitness gear offerings within the CultFit ecosystem.
About the Project
The CultFit Research Project aimed to delve into the reasons behind three critical challenges faced by CureFit's CultFit platform: the phenomenon of users missing out on CultFit during their fitness decision-making process, reduced returning users after breaks, and decreased renewals upon completion of their membership. Through a combination of qualitative and quantitative research methods, our objective was to gain valuable insights into user behavior and preferences, ultimately informing strategic decisions to enhance user retention and satisfaction.
Research Objectives:
1. Identify the factors influencing why individuals may overlook CultFit when making fitness decisions.
2. Understand the underlying reasons for the decline in returning users following breaks in their engagement with the platform.
3. Investigate the factors contributing to decreased membership renewals upon completion of the membership period.
Quantitative Research:
1. Distributed surveys to a representative sample of CultFit users to collect quantitative data on usage patterns, satisfaction levels, and reasons for disengagement.
2. Analyzed user activity metrics, including frequency of visits, duration of sessions, and engagement with specific features or classes, to identify trends and correlations.
Qualitative Research:
1. Conducted in-depth interviews with current and past CultFit users to explore their motivations, barriers, and experiences with the platform.
2. Utilized focus group discussions to facilitate open dialogue and uncover common themes and patterns related to user behavior.
3. Employed techniques such as journey mapping and user storytelling to capture the holistic user experience and identify pain points and opportunities for improvement.
User Interview Results
Key Findings:
Why People are Missing Out on CultFit:
1. Lack of awareness about CultFit's offerings and unique value proposition.
2. Perception of accessibility barriers, such as location or scheduling constraints.
3. Preference for alternative fitness options or routines due to personal preferences or prior commitments.
Reduced Returning Users After Breaks:
1. Difficulty in resuming routines after a hiatus due to perceived loss of progress or motivation.
2. Inadequate support or encouragement during the re-engagement process.
3. Competing priorities or life events leading to distractions from fitness goals.
Reduced Renewals on Completion of Membership:
1. Dissatisfaction with the overall user experience, including facility cleanliness, instructor quality, or class availability.
2. Perception of limited value or benefits beyond the initial membership period.
3. Financial considerations or budget constraints influencing renewal decisions.