The document proposes a mobile fitness application called Bootcampp that offers a 15-week virtual group training program with 4 workouts per week. It would use a freemium model with the first 2 weeks free and the full 15-week program costing $10. Exercises would use only bodyweight and be tailored to each user's ability. The app would also provide nutritional guidance and allow users to compare performance, earn points, and improve their rank among friends on Facebook. The goal is to help users achieve an Olympic/Ironman level of structured training affordably on their own at home, in a park, or at a gym.

1. Elite Fitness + Mobile Gaming
Javier Gomez-Cirlos
11/18/13

2. Concept
Mobile Fitness Application
Virtual Group Training
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•
15 Week Initial Program
Compare Performance
Win points, Improve rank
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4 Workouts Per Week
Freemium Model
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•
•
2 wks free
15 wk program - $10
All Bodyweight Exercises
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Olympic/Ironman Level
Structured Training
Based on User’s Ability
Nutritional Guidance
•
Home, Park or Gym
+
Longer Period = Significant Results
Build Muscle/Lose Fat
+
+
Gamified Exercise
Circuits
Share/Compete
Friends on Facebook
Nutritional
Guidance

3. Concept (cont’d)
3 Key Factors to Bootcampp’s Efficacy
Guidance
a. Identifies your fitness goal
b. Charts a path to achieve that goal.
c. Elite routines developed by an Olympic/Ironman trainer.
Motivation
a. Activities are simplified to develop mastery with gradual challenge
b. Immediate feedback of performance relative to peer group.
Affordability
a. Anyone with a smartphone can afford it.

4. SUCCESS
SIZE
Fitness and Diet Mobile apps - Global installations of sports and fitness mobile apps are
expected to rise from 156M in 2012 to 248M in 20171.
Health Clubs/Personal Trainers2 - US Health Clubs: 30,500 health clubs, 51.3M
members, $21.8B revenues. World Health Clubs: 153,000 health clubs, 132M members,
$76 B revenues.
Personal Trainers*- US: Nearly 251k personal trainers3, $7-$9B revenues4,5
Workout DVDs - $265M revenues 20126, roughly 2.7M units
Diet/Weight-Loss Centers - US $3.4B7
Online Dieting7 - US: $1.1B total. Weightwatchers.com 1.7M paid subscribers $504M
DIY Dieters7 - 82% of all dieters apply some combination of the following: diet websites,
OTC diet pills, meal replacements/supplements, and diet books.
Sources:
1.
IMS Research - Sports and Fitness App Market to Expand by More Than 60 Percent in Five Years.
(July 2013)
2.
IHRSA.org - http://www.ihrsa.org/industry-research/
3.
Bureau of Labor Statistics - Fitness Trainers and Instructors (April 2012)
4.
Median income x Number of Trainers
5.
IBISworld - http://www.ibisworld.com/industry/personal-trainers.html
6.
IBISworld - http://www.ibisworld.com/industry/fitness-dvd-production.html
7.
MarketData Enterprises - http://www.prweb.com/releases/2013/4/prweb10629316.htm
*
Overlap between personal training market and health club market

5. SUCCESS
UNCERTAINTY
Sources of uncertainty affecting the successful launch and growth of Bootcampp
Market: Discretionary spend product in a crowded market. This is a complimentary product to
existing DIY fitness programs. However, video and online dieting spend trends are highly
positive, currently growing at 13% and 8%, respectively. Mobile programs growing exponentially,
but the long-term growth trend is unknown.
Company: Ability to design, produce and market an mobile/training product, secure distribution
accounts, successfully launch and get traction is proven.
Consumer: Acceptability of the product, positioning, price, image and advertising are yet to be
tested in the market. The female consumer, part of the target base, is typically choosy and fickle,
but twice as likely to download mobile fitness apps 1
Expansion: Breaking into other markets (national and global) to achieve scale and reduce costs
as a new entrant and niche player will be difficult.
Competitor: Response from direct competitors, Nike Fuel, TRX, P90X, Fitstar, is unknown. While
price competition and geographic competition are unlikely, competitors may offer accessories
and/or copy the general Bootcampp model.
Regulatory: Not currently subject to FDA scrutiny because it does not diagnose or treat a
medical condition, but this regulation may change.
1.
Euromonitor Int’l - The Growing Use of Mobile Health and Fitness Apps (August, 2013)

6. SUCCESS
CUSTOMER
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Male/Female 18-30 yrs old
Smartphone user
Enjoys games
Has tried several fitness regimens with poor to moderate results
Key motivation and drivers:
1. Convenience & Availability
2. Price
3. Brand & Quality
4. Level of urgency

7. SUCCESS
COMPETITION
The mobile fitness space is a fragmented with many players and substantial competition, but no clear leaders
1.
Motivation: (Games, Social)
• Zombies, Run! ($4)
• Running for fitness - GPS tracker ($4)
• Runkeeper - GPS Tracker (Free)
• Couch 2 5k ($5)
2. Exercise Variety/Technique:
• Fitness Buddy - 1,700 exercises ($2)
• Nike Training Club - (Free)
• TRX Force ($40)
• P90X Mobile ($55)
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•
•
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Fitocracy (Free)
Fitstar ($20+)
Nike Training Club (Free)
Gympact (Free)
•
Fitted Lifts (Free)
•
MyFitnessPal (Free)
3. Activity Tracker:
• Runkeeper (Free)
• Couch 2 5k (Free)
• Moves ($1)
4. Diet/Weight Control:
• Weight Watchers Mobile (Free)
• Livestrong (Free)
• Lose it (Free)
• Livestrong (Free)

8. Personal
Trainers
($200-$500)
Group Training
($200-$400)
Insanity, P90X2,
T25 ($125)
$ 50 - 200
$200-400
$ 400 +
Crossfit ($600-700)
Price
Competitor Landscape (1-3 Month Intense Programs)
Fitstar ($40-80)
P90X ($55)
$5-$50
Zuzka ZCut ($30)
TRX ($40)
Live Exercise ($10-15)
Gillian Michaels ($10)
Free
Bootcampp ($10)
Fitness blender
Youtube Video
Offline
DVD
Online Video
Program Technology
Mobile

9. SUCCESS
ENTRY BARRIERS
• The industry has low entry barriers to entry: websites & offline group training is easy to coordinate
• There are relatively low setup costs. However, large campaigns with traction have likely spent $1M$35M
SUPPLIERS/DISTRIBUTION
The process of offline distribution may lie in partnerships with budget gyms and universities
• Budget gyms - it may be relatively easy to sell as budget gyms are struggling to find cost effective
classes/programs for their users. However, large chains do not exist.
• Universities - unknown interest in partnerships with 3rd party fitness provider notwithstanding the
provider’s track record.
SUBSTITUTES
There are currently hundreds if not thousands of substitutes for fitness, in general. Most users apply a
combination of online research, old fitness tips from friends, school or previous personal trainers, and
dieting books. However, there are no substitutes in gamified, mobile high-intensity interval training
below $40 :
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•
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Offline workout activities: basketball, swimming, cycling, jogging, weights etc.
Structured offline programs: Crossfit, local group training outdoors/indoors, personal trainers
Other structured DVD/video programs: Insanity, T25, P90X2, Insane Home Fat Loss
Other gamified mobile fitness apps: Runkeeper, Gympact, Fitocracy
Other structured mobile fitness apps: FitStar, P90X, NikeTraining Apps

10. Management Team
The founding team of Bootcampp has experience with mobile/web product development, video training production/refinement,
online/offline marketing, and elite fitness training. We seek growth in visual game design, and social media marketing,
CEO - Javier Gomez-Cirlos is an entrepreneur, founder of OfficeFab Vietnam where he was a managing
director. During his tenure, OfficeFab Vietnam grew from a 1-person start up to 50 employees, acquiring over
1,700 corporate clients, including: Ernst & Young, Dell and Coca Cola Vietnam. Previously, Javier also worked
in a mobile-focused start-up with a business model similar to current players, Lyft and Uber. Javier holds an
MBA from Chicago Booth with concentrations in entrepreneurship and finance, as well as a BBA, Finance
from Loyola Marymount University.
Product Design & Testing - Raul Zaristky, PhD M.F.A is an expert in the field of learning program
development in-class and online. He headed multi-million research and implementation programs at the
National Center for Super Computer Applications, at the National Science Foundation, for large Agencies,
Fortune 100 Corporations and projects for the CIA. Raul currently serves as a visiting scholar at the University
of Chicago. Focusing on refining creative methods and developing new media forms and rapid benchmarking
methods which were highly effective at on-boarding of Intelligence staff in large CIA projects. He applies the
latest developments from AI, Behavioral Science and Learning Research. Raul holds a PhD from the University
of Illinois, Urbana-Champagne in Educational Research, a Master Degree in Learning Sciences from
Northwestern, and an MFA in Digital Media from the school of the Art Institute at Chicago.
Athletic Training - Riccardo Marini has 21 years of athletic training experience. Riccardo has
personally coached and trained more than 100 triathletes for various Ironman competitions, including
8-month turnaround competitors from sedentary lifestyles. Additionally, he has led training activities
for many Olympic athletes in the Olympic village during the 2008 Beijing Olympic Games and 2012
London Olympic Games. Furthermore, Riccardo is a master trainer with Technogym, a globally
recognized leader in fitness programs and equipment with degrees in Sports Science and Physical
Training from Urbino University, Italy.

11. Key Drivers of Profitability
1
Marketing
Research
Product
Development
Website
Development
INITIAL COSTS
Film Development / Online Ads / Grassroots Campaign /
Social Media Advertising
2
REVENUE
LEVERS
Price
Product
Mix
Conversion
Rates
Returning
Users
Promos /
Discounts
SG&A
3
COST LEVERS
Advertising
4
FINANCIAL
PERFORMANCE
Unit Contribution

12. Wireframes

13. Wireframes

14. Wireframes