Interviews

This week we did a set of 8 interviews to people that match our customer segment (people between 18 and 35 years that started to go to the gym and left it).

The script that we have use for this interviews contains the following questions:

• Have you ever gone to the gym?
• Do you usually go to the gym?
• What did make you go to the gym?
• Why did you go to the gym, to achieve what objectives? In the long term or short term?
• Talk me through a week in the gym for you?
• What was the worst part of it?
• Did you use the gym services?
• What kind of routines did you do?
• Why did you stop going to the gym?
• What are the most frustrating aspects of go to the gym?
• What is the process you go through last time to go to the gym?
• So, go to the gym was frustrating, what if you have a better way to go?
• So, go to the gym was boring, what if you can competite with your friends?
• So, go to the gym was boring, what if you can see your progress online?

This is the summarize of our interviews.

Top lack of motivations

• Monotony and boredom
• Schedule-Lack of time
• Lack of results
• I could hardly afford
• I lost my partner to go to the gym
• Health Problems
• Too many people
• Lack of progress

Factors to go to the gym

• Loss weigh
• Getting in shape
• Feeling good about yourself
• Health
• Meet people
• Image
• Occupy time
• Try it
• Fun
• Duration
• Media 6 months

Services

• Monitors? yes
• Sauna? not
• Personal Trainer? not
• Nutritionist? not
• Pool? yes
• Parking? yes

Routines

• Cardio / Resistance
• Strength / Toning
• Lung capacity / Improve Breathing

Analogs and Antilogs

After analyzing the market, we have concluded with the following tables of analog and antilogs

Antilogs (Unsuccessful competition?)	Strengths	Weaknesses
Fitocracy	User can manually input some data on gym workouts. Free. Payed version exists which offers extra stuff.	Manual entry of data. Lacks automatic gym integration.
Anytime Fitness	Open 365 days	Poor personal and poor facilites

Analogs (prove some key aspects of your potential solution. Copy them, but improve them)	Strengths	Weaknesses
Sports tracker	Proves people like sharing their sport improvements with others (social networks).	Automatic entry of data. Lacks gym integration. Only running, walking and bike.
Endomondo	Proves people like sharing their sport improvements with others (social networks).	Automatic entry of data. Lacks gym integration. Only running, walking and bike.
DIR	Has wristbands to open doors. Stores workout routines on it?? Many gyms = solves proximity problem? Organizes sport groups and events Street events Has facebook page	Has a closed timetable activities

Presentation 28/02/14

InnoGym from Ruben_Aguilar

Customer Journey

A Customer Journey is a schema of the user interaction with a product or service. This scheme is used to understand the customer experience from their own point of view.
First of all, we need a customer description (that we have already done in the earlier posts). Then it's time to put in the customer shoes and imagine what steps they do in the gyms.
The result of this analysis is the next picture.

Strategy Canvas

Blue Ocean Strategy

Persona Description

Personal Data

Name: Marc V.

Age: 35

Marital Status: Single

Job: Accountant

Car: Renault Clio

Hobbies: Going to the cinema and disco every weekend

Listens to: Nino Bravo, Formula V, Duo Dinamico

He wants to lose weight, get fit and have a good time.

He fears effort without results and finding extremely hard going to the gym

What does he think & feel?

• Gym is boring. I hate it
• I don’t have time to go
• I can do funnier things with my time
• Envious of fit people. Wants to be like them
• People he finds at the gym are not like him
• It’s too hard
• I feel fat and in low physical form

What does he see?

• Fit and sculptural bodies.
• People who regularly go to the gym or do sport
• Fit women date with fit men
• He doesn’t see the results of working out
• He is fat

What does he say and do?

At the beginning (before going to the gym and when he starts doing so):

• “I’ll go every day to the gym”
• Goes regularly to the gym the first week

Later on:

• “I don’t have time to go to the gym”
• “It’s too far from work/home”
• “It’s boring”
• Stops going to the gym

What does he hear?

• Fit men are more successful with women
• He will meet fit girls
• Doing sport is healthy
• People admire fit people

Empathy Map

Problem Description

We are a group of master students and we are studying what are the weaknesses found in gyms with respect to customer needs.

We have observed that people tend to stop going to the gym after a few weeks or days. We want to investigate the reason for this. In the next week, we will think of a new commercial solution, develop it, and finally test it.