Approach

Interactive Fitness, a 10 year old company with one product, Expresso was a tired brand. I was hired to pivot the company from B2C to D2C and launch an entirely new brand for a new target consumer, the modern fitness family.

As direct-to-consumer fitness took off, Interactive fitness needed to inject new innovation into a tired product line worthy enough to be in consumers’ homes.

As the CEO, I leaned into consumer insights to build an innovative smart bike called Capti that solved their challenges of boredom, single-modality fitness, and the desire for adventure, exploration, and discovery.

Established a defensible moat.

1. Counter positioning. In an industry dominated by instructor-led fitness, Capti leans on 15 years of experience designing and refining an individual-led, game-inspired, and community-driven experience that 3M registered riders know and love. It's the opposite of instructor-led and studio-inspired.

2. Network effects and virality. When users join, they workout with friends, inspiring them to invite more friends, who, in turn, invite their friends, driving organic growth. The more friends that each of our riders has worked out together on the platform, the more valuable and engaging the platform becomes. This drives more users to our platform through word of mouth from their existing friends on the platform.

3. Tacit knowledge. Our years of experience designing, sourcing, and supporting hardware with a solid executive team and mature, proven, and reliable partners in unmatched in the connected fitness industry.

Improved Game Mechanics.

1. Discover. More levels and miles to ride, open worlds to explore.

2. Improve. Expanded game mechanics with fitness in mind to create the feeling of improving and getting better over time. Tracking your progress on the global leaderboards, monthly challenges, and chasing yesterday's PR. The more you ride, the more you unlock, like questing, everesting, weekly riding streak, power intervals. Coin collecting to get power boosts, improved physical fitness provides new abilities in-game, scavenger hunts, tracking your fitness progress and possibly skills progression mechanics.

3. Connected. Social elements help the community feel connected and a part of something bigger than themselves. This includes viral loops that challenge your friends, group activities and badges.

Build a new brand. Starting with fresh consumer insights that informed a new brand architecture and brand identity that set the foundation for how Capti came to life across every touchpoint from customer support to PR.

1. Launched a new brand, including naming, brand architecture, DTC experience, and go-to-market execution generating +583% YOY revenue growth.

2. Pre-orders sold out and we had a waitlist.

3. In January 2022, Capti was acquired.

When you focus on your core super-consumers first, you get much closer to building something that they will love and pay for.

Scarcity is your friend. Capture as much demand as you can upfront by leaning into earned media.

The best way to predict the future is to create it.