fitup

As the Creative Director at fitup, I led the go-to-market product marketing strategy and oversaw content development through strategic partnerships with fitness trainers and influencers. Our main mission at fitup was to create the most immersive fitness training experience on the market. We achieved this by offering bite-sized, professionally filmed fitness training videos curated by certified fitness trainers, boasting a library of over 150 workout videos. Our platform was designed to be reasonably priced, promoting the achievement of long-term fitness goals and supporting users in their fitness journeys.

The fitness app market is crowded with traditional offerings that are either too rigid or fail to engage users effectively. Many of these apps are overpriced and lack personalization, leading users to abandon their fitness goals and become frustrated with their progress. Additionally, existing go-to-market (GTM) strategies and content partnerships in the industry often fall short in creating meaningful and engaging user experiences. Recognizing these challenges, fitup aimed to differentiate itself by developing a strategic GTM approach and forging strong content partnerships with certified fitness trainers and influencers. Instead of relying on typical UX patterns like tabs or hamburger menus, fitup sought to create an experience that felt more like a digital magazine, offering a curated and immersive fitness journey tailored to each user’s needs.

In my role as Creative Director at fitup, I was responsible for shaping and leading the brand identity to ensure a cohesive and compelling presence in the fitness market. This involved developing a comprehensive brand vision that aligned with fitup’s mission to create the most immersive fitness training experience. I crafted the visual identity, including logo design, color schemes, typography, and overall aesthetic, to resonate with our target audience of fitness enthusiasts and professionals.Collaborating closely with the marketing and product teams, I ensured that all brand elements were consistently applied across various channels, including the website, mobile app, social media, and marketing materials. I spearheaded the creation of brand guidelines to maintain uniformity in messaging and visual presentation, which was crucial for establishing trust and recognition in a competitive market.A key aspect of my role was to lead content partnerships with certified fitness trainers and influencers. I developed strategies to integrate their unique personalities and expertise into the brand narrative, enhancing authenticity and engagement. By fostering these partnerships, I ensured that our content not only met high-quality standards but also reflected the diverse and dynamic spirit of fitup.Additionally, I oversaw the development of marketing campaigns that highlighted fitup’s unique value propositions, such as our library of over 150 professionally filmed workout videos and our personalized fitness goal-setting features. These campaigns were designed to communicate fitup’s commitment to affordability, personalization, and long-term fitness success, effectively differentiating us from traditional fitness apps.Through user research and feedback, I continuously refined the brand identity to better meet the evolving needs and preferences of our users. This iterative approach allowed fitup to build a strong, recognizable brand that supports our goal of helping users achieve and maintain their fitness goals in an engaging and sustainable way.

The final outcome was a fitness platform that meets users' needs in a simple, intuitive, and engaging way. With a personalized recommendation engine, users can easily find workout routines that fit their preferences and schedules. The social features allow users to connect with trainers and other fitness enthusiasts, building a sense of community and support. Lastly, the motivational features, such as progress tracking and reminders, help users stay consistent with their fitness routines. This project was a fulfilling exercise in using design thinking to create a solution that truly serves users' needs. It reinforced the importance of user research in informing design decisions and the power of iterative testing to refine the design. I look forward to monitoring the impact of this design on Fitup's users and iterating further as user needs evolve.