The question.
What shapes whether people consider joining a gym, begin attending, and sustain the behavior? BeFit wanted to understand the motivations, barriers, and sentiments of non-gym-goers and lapsed participants.
The research also explored how the target audience responded to the brand and website experience. Looking at participation alongside these touchpoints helped connect people's expectations with the experience BeFit was communicating.
Our approach.
We conducted in-depth interviews and focus group discussions with members of BeFit's target audience. The work mapped how people understood and experienced gym-going, including their motivations for exercise, emotional and practical barriers, expectations and anxieties around the gym environment, and factors that supported or interrupted attendance.
Brand testing through focus groups and user feedback on the website added another perspective on how people received BeFit's offer and communication.
- In-depth interviews
- Focus groups and experience mapping
- Brand testing
- Website feedback
Our contribution.
The study developed a grounded picture of the target audience's gym experience, identifying the moments and tensions that influenced participation.
The findings informed recommendations for experience design, brand communication, positioning, and the website experience. They gave BeFit a clearer view of the relationship between what people hoped for, what concerned them, and the experience the brand could offer.
