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Rethinking the health club from the design perspective of women 40+, on the cusp of ubiquitous smartphones. A service business design evolved with and validated by 100+ women through a prototype Studio Lab.
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© 2008 ST3, Inc. April 2008
Introducing
Estee Solomon GrayCEO
© 2008 ST3, Inc. June 2008
a “wellthy” lifestyle utility that connects women 35+ with
themselves, their bodies, & the wisdom that lives in the netlets that surround them.
is
(small personal networks of 2-9 others with whom one accomplishes a key bit of life)
© 2008 ST3, Inc. June 2008
(pron: \’welth):welltha state of utility and abundance that pertains not to higher socioeconomic status, but to the condition of one’s mind and body.
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a portmanteau merging the sound and meanings of the terms “health” and “wellness.”
the sense of a life well lived.
© 2008 ST3, Inc. June 2008
how we define, attain & maintain wellth has changed dramatically in the last 40 years.
(cigarette)
© 2008 ST3, Inc. June 2008
& accelerated over the last decadeby new sciences, services and settings
© 2008 ST3, Inc. June 2008
driven by consumers, particularly women, who are actively leaving old divides behind.
© 2008 ST3, Inc. June 2008
generations of women have played the role of “chief wellness officer”
(aka “chief purchasing officer”)
the de facto caretaker and decision maker for herself and those around her.
© 2008 ST3, Inc. June 2008
the CWO job was simpler back then.
(shopping)
(sharing, discussing)
(care-taking)
(traditional medicine)
© 2008 ST3, Inc. June 2008
(traditional medicine)
(shopping)
(sharing, discussing)
(care-taking) fitness?and what about
© 2008 ST3, Inc. June 2008
(traditional medicine)
(shopping)
(sharing discussing)
(care-taking)
(“working out”)
© 2008 ST3, Inc. June 2008
back then, gyms were not designed for women...
X
© 2008 ST3, Inc. June 2008
early clubs reflected the viewpoint of
(male) performance-oriented athletes
© 2008 ST3, Inc. June 2008
the arrival of
Title IX in 1972 unleashed a significant increase in participation by women.
find a 70s pic.
© 2008 ST3, Inc. June 2008
vs.
2000ssince then, the amenities & programming around the gym floor have changed, but the basic service model has not.
1960s 1970s
1980s
1990s
(complex class calendar)
© 2008 ST3, Inc. June 2008
meanwhile..
© 2008 ST3, Inc. June 2008
today’s CWO is busier than ever
© 2008 ST3, Inc. June 2008
with more options to integrate and more decisions to make
© 2008 ST3, Inc. June 2008
not only for her self, but for those connected to her.
© 2008 ST3, Inc. June 2008
!plus.. working out is
no longer considered optional
© 2008 ST3, Inc. June 2008
which means navigating another array of options & choices and.. integrating a number of them into her calendar.
© 2008 ST3, Inc. June 2008
mind-body
traditional fitness
outdoors
© 2008 ST3, Inc. June 2008
industry in general has been recognizing these changes
then now
© 2008 ST3, Inc. June 2008
then now
marketing to women
marketing wellth to women
womens’ wellth
© 2008 ST3, Inc. June 2008
but recent attempts to design fitness for women just don’t add up.
designing for women( + )= =/
( + )= =/ designing for women+
© 2008 ST3, Inc. June 2008
and recent attempts to integrate technology into the fitness/wellness industrydon’t realize the full potential of digital tools to redefine the business.
they are merely a means to digitize the designs of the existing model:
(for the club or the member)
© 2008 ST3, Inc. June 2008
our locations
our class offeringour training offering
buy a membership from us
buy stuff from us & read articles about fitness
(one way conversation)
© 2008 ST3, Inc. June 2008
(plug-in scheduling app)
our locations
our class offeringsour workshop & teacher training
buy class series packages from us
buy stuff from us & read articles about yoga
© 2008 ST3, Inc. June 2008
some fitness industry leaders are investing in new interfaces.
(service purchase & use transaction)
our locations
our class offeringour training offering
buy a membership from usbuy stuff from us & read articles about fitness
(asset reservation transaction)
© 2008 ST3, Inc. June 2008
there is a growing corps of technology suppliers to the industry ...
continuing trainer education
gym equipment interfaces
club management
club scheduling
the club industry
(*illustrative suppliers)
© 2008 ST3, Inc. June 2008
... and an onslaught of new consumer-focused web apps,
fitness program content & management
diet management
healthcontent & management
(*illustrative suppliers)
© 2008 ST3, Inc. June 2008
all competing for their piece of the consumer’s life
(*illustrative suppliers)
© 2008 ST3, Inc. June 2008
but the basic model of the club/studio remains the same, focused on bringing individual members/clients to them
to make use of their facilities and attend their classes
© 2008 ST3, Inc. June 2008
rather than
© 2008 ST3, Inc. June 2008
in order to sustainably build wellth into her complex life.
enabling her ecosystem and providing the infrastructure she needs
© 2008 ST3, Inc. June 2008
so what is ?
© 2008 ST3, Inc. June 2008
(pron: \’bee):
a new experience that will transform health and well-being for women. It’s a physical, emotional and social space for exercising, connecting and learning that respects a woman’s time and fits into her life.
an integrated, sophisticated, and personalized platform for prime-time women to feel good and be well.
the secret to a life well lived - being, as well as doing
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© 2008 ST3, Inc. June 2008
is redefining the health club for the 21st century
© 2008 ST3, Inc. June 2008
connecting with women in all 3 dimensions of her life
digital
physical
social
and giving her smart, effective ways to take charge of her well-being in an integrative way.
© 2008 ST3, Inc. June 2008
a “wellthy” lifestyle utility that connects women 35+ with is
themselves, their bodies, & the vital netlets they gather around them, in the natural course of a life well lived.