Tag Archives: fitness

Moov: Break plateaus with your personalized fitness coach

Moov is one of the most innovating fitness wearable companies of today, by delivering the world’s most motivating and efficient fitness experience through a personalized fitness coach, based on artificial intelligence (Moov, 2018). Originally they were founded by three entrepreneurs with a feel for technology that had a same goal in life: get back in shape.

Efficiency criteria
Since there were already many companies competing in the fitness wearable industry, Moov had to find a segment of the market that shared a similar set of needs that had not been fulfilled yet, to provide a new value proposition for consumers. They did this by adding a new aspect to an already quite personalized product such as a Fitbit: training advice and tips based on artificial intelligence. Instead of just focusing on the amount of calories you burn, or the amount of steps you take in combination with a mobile application, Moov also gives you real-time feedback on the way you’re exercising. Whether it’s running, lifting weights or other activities, it will give you tips in order to improve your performance and remain injury free, which tailors experience to each consumer individually (Mobasher et al, 2000). By participating as a consumer, Moov will be able to better analyze your training and increase the overall consumer driven value, while also maintaining a quite personalized customer relationship. This joint profitability leads to maximized payoffs for both parties involved. The institutional arrangements and environment is hard to elaborate on, since Moov only interacts with the consumer directly, it has no other partnerships. One aspect of the institutional environment could be privacy of the users, but since Moove needs the data to be able to provide the best customer experience, users are probably okay with sharing their data.

The company is now working towards offering a platform of applications, specially made for the activities that are being tracked. They are continuously updating their wearable devices and coaching mechanisms to keep a leading edge on competition (Hardwick, 2017). Also, since Moov actively collect data from their users to improve their coaching technologies, they can also use this data for more insights about their users. This data can be seen as a key resource, since it can lead to further enhancement of their services, but also find new ways of providing value for their customers to increase lock-in.

Involving consumers
One of their first products consisted of an AI performance coach through a fitness tracker, which was an enormous success. Through the use of a crowdfunding page, they managed to reach their $40k goal within 90 minutes of the opening (Crook, 2014). One of the ways that Moov differentiated itself from competition, was by involving the consumers from the start of the project. They knew that identifying the right customer segment was not enough, but that active involvement of the consumer was necessary to come to the most value providing service possible (Kaulio, 1998). By using crowd sourcing as a tool for generating ideas for their new product and information pooling,  they made sure that their crowdfunding campaign was a success.

Not only have they found ways to gather funding for new projects from consumers, they also provide ways to interact with other users that use Moov. People can share their results with friends and people that are on the same level as them, while also keeping track of their progress. Furthermore, by using hashtags that are linked to Moov, users can link their photos to to the website to share it with others. Users of Moov can easily find each other through their Instagram accounts, and many people have used this as a way to stay motivated by keeping each other updated about their progress. By providing this platform to share and collaborate with other consumers, Moov can actively promote their product and service. One of the downfalls of the value proposition that Moov provides, is the constant need of data to be able to offer the best service possible. As long as people are okay with sharing their data, this should not become a problem, but it might be important for Moov to take this into account for their new products and services, when they further develop and enhance their business model. But until then, I invite you to give Moov a try to reach your fitness goals in 2018!


Crook, J. (2014, February 28). Moov Fitness Tracker Passes Its $40K Crowdfunding Goal In 90 Minutes. Retrieved February 18, 2018, from https://techcrunch.com/2014/02/28/moov-fitness-tracker-passes-its-40k-crowdfunding-goal-in-90-minutes/

Hardwick, T. (2017, February 23). Moov Fitness Coaching Tracker App Receives Major Update. Retrieved February 18, 2018, from https://www.macrumors.com/2017/02/23/moov-fitness-coaching-tracker-app-update/

Kaulio, M. A. (1998). Customer, consumer and user involvement in product development: A framework and a review of selected methods. Total Quality Management, 9(1), 141-149.

Mobasher, B., Cooley, R., & Srivastava, J. (2000). Automatic personalization based on web usage mining. Communications of the ACM43(8), 142-151.

Moov (2018). Moov Fitness Coach. Retrieved February 18, 2018, from https://welcome.moov.cc/


Studio – Have fun running on a treadmill

Running on a treadmill in your living room or at the gym can be rather boring. Also, there is no one there to motivates and monitors you. Many people, therefore, hire a professional coach to help them go through some training sessions. However, not everyone can afford a 40 euro/hour sessions guided by professional coaches. Another option would be attending group classes, which is much cheaper than having a personal coach; however, the timing of these group classes don’t always fit your schedule. These will eventually become excuses for us to skip a fitness session. Is there a solution?


CEO and founder Jason Baptiste had a goal to lose 50 extra pounds after he finished school and decided to run 5km every day on the treadmill. However, after hundred days of running on a treadmill, he found it extremely boring and discouraging. This gives him the idea to develop a platform which will improve the whole treadmill experience. Meet Studio, a treadmill app on your smartphones or smartwatches that will bring motivation convenience and excitement to each of your training session. After subscribing to their services, users gained access to classes coached by professional coaches that motivate and guides users through their training session. Every class is accompanied by playlists that users can choose from. In addition, classes are offered in different difficulties and in different lengths; users can choose the corresponding classes according to their own needs. The classes can be taken anytime and anywhere.

Engaging the users

It is not only about running on the treadmill, Studio collects distance, speed and biometric data from every user that took the classes and these will be imported into the Real-time Leaderboard. Every user is rewarded with the in-app virtual currency Fitcoin after each session depending on how long and how far he/she has run. Fitcoin will defined users position on the leaderboard. Furthermore, Studio elevates its gamification experience to another level by making all users start with the basic level – Basic bear. Earning more Fitcoin, by running more, will allow users to rank up. To further motivates users during their training session, the real-time heartbeat of the users will be shown on the leaderboard and so as their real-time Fitcoin balance. In addition, users can choose to click on the cheer button during the session to motivates other users that are also doing the same exercise at the same time. In the future, Studio is planning to enable users to redeem Fitcoin for real-world prizes. Even though Studio targets users that would prefer flexible classes as opposed to physical group classes, the app still managed to provide users the same motivation they would get in a group-based training session with the help of its real-time leaderboard.

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The business

Studio currently operates under a subscription-based model, which requires users to either pay $15 per month or a $100 upfront payment a year for unlimited access. The success of such Netflix and Spotify alike subscription model is dependent on the number of subscribers. To ensure that there is a sufficient and increasing amount of subscribers, Studio has to make sure that it keeps satisfying its existing users and at the same time keeps attracting new users. Like many other subscription-based business models, Studio offers new users with the opportunity to try out the services for free for a period of two weeks. Also, users can cancel their subscription at any time (for monthly subscribers). Every day, new trainings will be available for users to choose from. Besides, Studio has purchased full music licenses and therefore is able to offer a wide range of music for users to choose from. Studio is targeting both busy working professional and parents who often do not have time to visit the gym and own a treadmill at home. As for the professional coaches, Studio incentivized them to work for the platform by paying a commission of every listed class depending on the popularity of the class. Coaches are not limited to the number of participants in such platform compared to a physical classroom, there can be up to 20000 people taking their classes which is nearly impossible in a normal group training session.

Furthermore, it has been announced that Studio will partner up with treadmill maker Life Fitness to incorporate the Studio’s classes on Life Fitness treadmills in gyms. This will enable Studio to connect to an even larger audience as Life fitness is one of the largest and top manufacturers of fitness equipment. At the same time, having Studio integrated into the Life fitness treadmill will help Life fitness step into the digital fitness business.