01The problem
Most fitness products intimidate beginners. They assume motivation, discipline, and gym access. We wanted to build something that meets people where they are: at home, in 15 minutes, without judgment.
02The journey, in three frames
What it is like to start, from the member's side. draft captions
1Start from where you are.
2Train at home, with company.
3The days add up.
03What I did
- Designed personalised diet and workout plans that fit each user's daily schedule, so busy professionals could stay healthy without changing their routines
- Anchored a pricing ladder on a low-commitment 21-day habit challenge, then upsold trial users into 1:1 and group coaching
- Ran "Shopping Smart" in-store walkthroughs, on the insight that habits break in the shop, not in the app
04Results
- ₹1.2L+ revenue in 3 months, with about 30% trial-to-paid conversion and 25% of customers coming from referrals
- 100+ paying users, reached through organic and offline channels with no ad spend
- 40% conversion from the pricing ladder
- 20% better retention than app-only users, from the in-store walkthroughs