Action Design NYC
May 2014 Meetup
Brian Wang
Chief Executive Officer
brian@fitocracy.com
@brianmwang
Mission 2
Reach your next level of health & fitness through
community and coaching
Our Solution
Fitocracy connects an audience of highly engaged users to coaches
that can help them get the results they des...
Engagement Loops
Visible
Progress
Motivating
Emotion
Call to ActionUser
Re-engagement
Receive personal
attention, Boost
mo...
Solution: Apps & Tools
Gamified fitness tracking makes the experience more engaging
5
Solution: Community
The community provides long term motivation, support, and knowledge
6
Solution: Community 7
Various interest groups match different fitness styles and personas
Solution: Community
Manchester Philadelphia New York
Washington DC Los Angeles Toronto
8
Community is central to Fitocracy...
Behavior change 9
Nudging isn’t enough
Cults 10
Build a cult.
Cults 11
cult
/kəlt/
noun
: a small religious group that is not part of a larger and more accepted religion and
that has b...
Cults 12
Cults shape identity and are naturally viral
Cults 13
Cults need language, rituals,
and sacred objects
Elements of a Cult 14
Fitocracy Crossfit
Language
Points
Prop (bombs)
Gains
Kipping
Fran
Paleo
Rituals
Meetups
Member Spotl...
brian@fitocracy.com
@brianmwang
Thank you!
Get in touch
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Fitocracy CEO Brian Wang on Designing for Fitness and Health

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Slides from Fitocracy co-founder and CEO Brian Wang at Action Design NYC's May event on how they've designed their product to increase the health and fitness of their users.

Fitocracy CEO Brian Wang on Designing for Fitness and Health

  1. 1. Action Design NYC May 2014 Meetup Brian Wang Chief Executive Officer brian@fitocracy.com @brianmwang
  2. 2. Mission 2 Reach your next level of health & fitness through community and coaching
  3. 3. Our Solution Fitocracy connects an audience of highly engaged users to coaches that can help them get the results they desire Community Motivation, support Coaching Marketplace Mobile coaching at scale Apps & Tools Tracking, guidance 3
  4. 4. Engagement Loops Visible Progress Motivating Emotion Call to ActionUser Re-engagement Receive personal attention, Boost motivation, Feel supported Improving workouts, Comments/props from other users, Increased knowledge Notifications, Email reports Track workout, Follow user, Join a group, Post comment, Give props 4.5h per month 3 sessions per day A highly engaged audience driven by social feedback loop
  5. 5. Solution: Apps & Tools Gamified fitness tracking makes the experience more engaging 5
  6. 6. Solution: Community The community provides long term motivation, support, and knowledge 6
  7. 7. Solution: Community 7 Various interest groups match different fitness styles and personas
  8. 8. Solution: Community Manchester Philadelphia New York Washington DC Los Angeles Toronto 8 Community is central to Fitocracy. Fitocrats regularly organize in-person meetups.
  9. 9. Behavior change 9 Nudging isn’t enough
  10. 10. Cults 10 Build a cult.
  11. 11. Cults 11 cult /kəlt/ noun : a small religious group that is not part of a larger and more accepted religion and that has beliefs regarded by many people as extreme or dangerous ! : a situation in which people admire and care about something or someone very much or too much ! : a small group of very devoted supporters or fans
  12. 12. Cults 12 Cults shape identity and are naturally viral
  13. 13. Cults 13 Cults need language, rituals, and sacred objects
  14. 14. Elements of a Cult 14 Fitocracy Crossfit Language Points Prop (bombs) Gains Kipping Fran Paleo Rituals Meetups Member Spotlight Flex Friday Workout of the Day (WoD) Sacred Objects High point workouts Exercise scoring Community Leaders Crossfit Games Kettlebells
  15. 15. brian@fitocracy.com @brianmwang Thank you! Get in touch

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