uGym is a fitness subscription service that allows users access to connected gyms and unlimited online workouts for a fixed fee. The value proposition is providing total control over time and location for workouts. uGym connects gyms and instructors worldwide with people seeking more flexible fitness options. Customers benefit from one subscription, app, and predictable costs with variety. Partners benefit from extra customers and a revenue sharing model. uGym's benefit is a small team and large gym/instructor network with a shared revenue model.

2. Contents
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Executive summary : uGym, fitness close to U!
Market opportunity: Highlights
Value proposition
Competitive environment
Key Partners
Customer segments
Customer relationships & channels
Revenue streams
Cost structure
Group 7

3. uGym, fitness close to U!
Value proposition:
UGym: The only service, that allows you to carry out your personal fitness programme, wherever you are. For a fixed
subscription fee, you can access connected gyms near you and have unlimited usage of online workouts. It will change the
way you access the gym and give you total control on your time and movements in order to have your trainings where and
whenever you want.
Business opportunity:
Customers pay a subscription fee, of which 70% will be paid out to the uGym partners and from which 30% is kept as revenue
for uGym, to (re)invest in marketing and go into profit.
Connecting gyms and gym teachers all over the world with people who want to attend (more) gym classes and do fitness
exercises, but are blocked in some way to do so. Could be traveling, having a baby or being afraid of visiting a gym.
Customer benefit: one subscription, one app, one fee. With a big choice and variety, low barrier to try and use and transparent
and predictable costs.
Partner benefit: extra marketing channel, reaches extra customers, low cannibalisation, pay as you grow-model.
uGym benefit: small team of online experts, big base of gyms and sports teachers, shared revenue model

4. uGym, fitness close to U!
our offer
enter zipcode
get a
subscription
choose an online download class or
start exercise
gym or a gym near visit online or real
you
gym
our
roadmap
build platform &
app for UK
january
launch beta
recruit 500 gyms
version
& 100 online trainers
february
march
april
full launch
may
roll out
june
2014-2016

5. Market Opportunity: Highlights
Gyms are expensive
Classes don’t fit into schedules of people
Where’s the gym when you need one?
Gyms can feel intimidating
Fitness services
- Spike in Jan/ Feb as consumers are looking to kick start
their fitness - soon drops off as consumer 'lose the time'
- Huge amount of competition - Gyms ; Group fitness ;
Personal Trainers ; Classes
- Gym goers show more attendance for classes/ group fitness
- the need for class exercises is increasing

6. Value proposition
●
●
●
●
Website & App
Online & Offline
Content
Unique access to
fitness facilities
nationally (eventually
globally)
Gym ratings and
offers
WHO?
HOW?
WHAT?
●
●
●
●
Website and App
(compatible with
smartphones and
tablets)
Subscriptions and
Ad Hoc access
Downloadable
classes and live
content
Gym ratings and
partner offers
●
●
●
People with busy
schedules
People who aren’t
comfortable entering
the gym for the first
time
People who don’t live
close to a gym

7. Competitive environment
ACTIVITY
TRACKERS
Nike Plus,
Endomondo,
Runkeepers,
Runtastic.
NUTRITION
HELPERS
Loose it
Fooducate
SLEEP
AIDS
Sleepbiot
White Noise
Lite
WORKOUT
GUIDES
Nike Training Club,
Jefit, Workout trainer,
Pilatesanytime.
Fragmented offerings
Local language only, max 2 languages
Community support structure
Monthly subscription, Free Apps, Free Trial
FITNESS
LOCATORS
Fitness center locator
Anytime
Fitness Finder
EXERCISE
GAMIFICATIO
N
Nexercise
Source: Digital trends, BEST ANDROID FITNESS APPS, By Drew Prindle

8. Key partners, activities & resources
Partners - Gyms/sports venue/personal trainers
Stakeholders - advertisers, brands (sports, nutrition & associated products)
The ultimate global fitness experience, in your choice of language, especially selected and highly recommended on/offline
services for the international mobile citizen.
Combined
offline/online
route to
market
Partners
Offer current
customer base
a new offering,
improve retention
Increase in
revenue
Global reach of
mobile citizens
Brand synergy
New customers
from live
database
Stakeholders
Top countries interested in Fitness searches 06-12 2013. Source: Google Trends
New marketing
channel
Image source: www.123rf.com
RESOURCES available
●
ACTIVITIES on offer
●
●
Analytics: performance, trends, segmentation
(behavioural, geographical, demographic etc.), predictive
behaviour
Joint marketing/events
●
Support for partners e.g. personal
trainers who need contacts for video
production
Sales team to develop partnerships

9. Segmentation
Geographic factors (where are the customers)
Region
Cities
Language
all regions, worldwide accessible
UK based first; then larger cities
(200K+ inhabitants)
English first
Demographics (who are the customers)
Age
focus: 18-70
Gender
all
Life cycle
all - bachelors, newly married, full nests
Income
all
Sociographics
Cultural Influences
→ Religion: all religions welcome, where
sports/ physical exercises are tolerated
Influence of Social Class → Basic options available to all social
classes
Psychographics (why customers buy our product)
Generation
Nationality
Lifestyle
BabyBoomers, Gen Y, Millenials (at a later
stage: including younger and
older generations)
all
sports and health-oriented, explorers,
adventurers, busy travellers, workers who are
short in time

10. “I need a flexible workout place that doesn’
t require me to commit to a place and a
certain time.“
Personas
Sara Rodriguez
39 years, 3 kids, married,
make-up artist
DIGITAL
USAGE
UGym
USAGE
INTENTION
I’m a semi-professional user of computers, I love
my tablet and iPhone and I consider myself as an
intermediate internet user. I use my phone
extensively while my laptop is used for e-mails.
I use the web in my free time to research latest
trends in hairstyles, fashion, as well as health and
fitness related topics.
I have heard about UGym, which makes me
wanting to know more, as it would save me a lot of
time. However, I’m not yet sure on how to use it.
“I travel 60% of my time,
therefore I need to be able to
work out wherever I am and
at my preferred time. Getting
access to decent gyms would
also be a plus, especially
since I don’t have the time to
do such research.“
Marc Sullivan
40 years, single,
lawyer
DIGITAL
USAGE
UGym
USAGE
INTENTION
I do not belong to the early adopters. I rather wait
and see how things develop and then make my
buying decision. I have an iPhone, as well as a
Blackberry and a laptop. I’m a casual user of the
Apple products and intensive Blackberry user for
work purposes.
I have heard about UGym through my friends. As I’
m travelling a lot, I’m curious to try it out. It seems
perfect for me, as I can exercise whenever and
wherever I want. It will help me to stay motivated
and exercise regularly. The app also helps me to
locate gyms while I’m away from home.

11. “I know that I need to exercise,
however going to the gym is not an
option for me. Today’s fitness hype is
not for me. My daughter showed me
the iPad which had this great app,
allowing me to exercise whenever and
whatever I feel like. I might try it out…”
Personas
Beth Philipps
59 years, housewife
DIGITAL
USAGE
UGym
USAGE
INTENTION
I’m not used to smartphones or tablets. I have a
simple mobile phone, however having discovered
the iPad through my daughter, it made me excited
to try it out. Will I manage it? It seems so strange
to navigate with your fingers.
The thought of exercising within my four walls and
choosing what I want to do, comforts me. Also the
fact that I’m not tied to a strict schedule motivates
me.
“I am very
excited to try this app
out, as it will help me staying fit,
explore new classes and stay up
to date of what the latest trends
are. I am sure that in my region
other people are going to join as
well, especially since it has this
great translation option, allowing
to follow classes from another part
of the world”
Olga Afonina, engaged,
35 years, Sales Manager
DIGITAL
USAGE
UGym
USAGE
INTENTION
I’m used to my Android phone, as well as my tablet. I’m
a frequent technology user and therefore consider
myself as an early majority adopter.
I found UGym through a friend. I’m happy that I can
follow high quality Pilates classes regularly, as well as
to try out latest trends within the fitness sector. I’m quite
frustrated because I don’t find a decent place here to
work out Pilates. Therefore I would be highly motivated
to try UGym in my native language.

12. Acquisition Channels:
CRM:
•Google Store-app store
•Subscription Channels
•Affiliate marketing
•Weekly Deals, seasonal deals
•Partnerships ( Sports Brands – Supplements & Other
•Offering unrivalled content
Aps, Other fitness aps, Gym’s, Hotels, Spas,
•Supplement & Equipment discounts
weightwatchers)
•Email/Push Notifications to lapsed customers with
•Online advertising
special ‘returner’ offers
•Social media
•Customers feedback
•Organic and paid search marketing
•Request for comment and rating
•Direct Sales to B2B (companies, Hotels, Gyms etc…)
•Include new streams on the market.
•Public Relations
•Forums
•Content marketing
•Referral programs
•Events and Conferences
•Referral Programs

13. REVENUE STREAMS
Core Sources of Revenue
❏
❏
Subscriptions – This is the
main source of revenue for
the business
Personal trainers – Revenue
from the value added services
such as personal training
sessions from fitness experts.
Affiliate Marketing Activities
❏
❏
❏
❏
❏
Web shop commission – designated area for
selling fitness accessories and books
Cross selling – In addition to the web shop, the
fitness accessories can be promoted throughout
the website alongside the fitness videos. For
example: Yoga mat next to the Yoga video.
Ads on the website – Third party advertising on
the website. For example banner and or text ads
E-newsletters – Selling space on the enewsletters to promote third party
products/services or sending branded partner enewsletters
Subscriptions from partner stores – Offering
commission to stores for referring our services
to their client base.
Referrals and Customer
Retention
❏
❏
Referrals – Building
customer base by offering
attractive plans to
friends/family of existing
clients
Customer Retention
programmes – Offering
special rates to loyal
customers

14. 12 Months
6 Months
3 Months
Website Personal Builder (www.godaddy.com)
$12
$6
$3
Website Domain Name Ugym.co (www.domain.com)
$0
$0
$0
Website Economy Linux Hosting with cPanel (www.godaddy.com)
$23.88
$23.88
$20.97
Website Standard Search Engine Visibility (www.godaddy.com)
$35.88
$11.94
$5.97
$1,799.88
$894
$447
Budget for Online Marketing (www.google.co.uk/AdWords)
$24,000
$12,000
$6,000
Application for IOS & Android + Maintenance
$7,000
$7,000
$7,000
$0
$0
$0
$6,000
$6,000
$6,000
$390
$195
$97.5
$2,000
$2,000
$2,000
$240
$120
$60
COST STRUCTURE
Website Maintenance incl. SEO, Traffic Stats, Unlimited Design & Interface
changes for 149,00/month (www.website-maintenance.com/pricing/)
1 Operation + 1 Marketing + 1 Administrator (could be one of us)
Design the Platform (Website & App)
Merchant Account for processing online credit and debit card transactions
($32,5 / Month)(http://www.worldpay.com/onlinetrading/index.php?
page=accept&sub=ima)
Contingency
CDN (https://www.cloudflare.com/plans)

15. BREAKEVEN ANALYSIS
BASIC
PLAN
PREMIUM
PLAN
VIP
PLAN
10$ /
MONTH
25$ /
MONTH
50$ /
MONTH
Sample
BASIC
PREMIUM
VIP
30% revenue share
$3
$7.5
$15
No of users
9,682
1,107
277
Mix by user
87%
10%
3%
Mix by revenue share
70%
20%
10%