fitocracy ceo brian wang on designing for fitness and health

Action Design NYC May 2014 Meetup

Brian Wang Chief Executive Officer brian@fitocracy.com @brianmwang

Mission 2

Reach your next level of health & fitness through community and coaching

Our Solution

Fitocracy connects an audience of highly engaged users to coaches that can help them get the results they desire

Community Motivation, support

Coaching Marketplace Mobile coaching at scale

Apps & Tools Tracking, guidance

3

Engagement Loops

Visible Progress

Motivating Emotion

Call to ActionUser Re-engagement

Receive personal attention, Boost motivation, Feel

supported

Improving workouts, Comments/props from other users,

Increased knowledge

Notifications, Email reports

Track workout, Follow user, Join a group,

Post comment, Give props

4.5h per month

3 sessions per day

A highly engaged audience driven by social feedback loop

Solution: Apps & Tools

Gamified fitness tracking makes the experience more engaging

5

Solution: Community

The community provides long term motivation, support, and knowledge

6

Solution: Community 7

Various interest groups match different fitness styles and personas

Solution: Community

Manchester Philadelphia New York

Washington DC Los Angeles Toronto

8

Community is central to Fitocracy. Fitocrats regularly organize in-person meetups.

Behavior change 9

Nudging isn’t enough

Cults 10

Build a cult.

Cults 11

cult /kəlt/ noun : a small religious group that is not part of a larger and more accepted religion and that has beliefs regarded by many people as extreme or dangerous !: a situation in which people admire and care about something or someone very much or too much !: a small group of very devoted supporters or fans

Cults 12

Cults shape identity and are naturally viral

Cults 13

Cults need language, rituals, and sacred objects

Elements of a Cult 14

Fitocracy Crossfit

LanguagePoints

Prop (bombs) Gains

Kipping Fran Paleo

RitualsMeetups

Member Spotlight Flex Friday

Workout of the Day (WoD)

Sacred ObjectsHigh point workouts

Exercise scoring Community Leaders

Crossfit Games Kettlebells

brian@fitocracy.com @brianmwang

Thank you!

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