Future Fitness Messaging Reset
Digital Fitness Platform
future.co ↗
Audience Segmentation
Brand Strategy
Brand Messaging
Content Strategy
An insight that reframed a brand.
Situation
Future, an innovative digital fitness subscription service, provides personalized workouts and daily motivation from real coaches via an app, essentially acting as a concierge service for power athletes. Our challenge? To revamp the homepage while succinctly articulating the benefits of having a coach.
Approach
Our research uncovered a promising opportunity: 70% of our potential audience had already considered personal training. We didn’t need to sell them on the idea of having a coach – but rather on this new, more accessible format: Personal Training, Made Modern.
Women and older individuals had considered personal training and not pursued it at 2x the rate of young men, indicating a huge potential in those segments. The main obstacles? High costs, the intimidating image of personal training, and rigid schedules.
We shifted the brand and messaging to reach a new audience of people restarting their fitness journeys. Subsegments of these "Recommitters," included new mothers, aging individuals, and those pursuing weight loss. We softened our brand's intensity with a more approachable, encouraging tone, brighter colors, gentler typography, and content showcasing older individuals and more natural bodies.
Results
Our efforts shifted leadership perspective, uniting them behind a clear, inclusive message. We established an effective internal and external communication strategy streamlining our future campaigns and messaging decisions, ultimately transforming the Future brand.
Agency: Hoo Koo E Koo. Strategy by Clara Freeman. Copywriting by Brooke Wilson. Account Management by Kim McCann.