Project overview(s)

Project 1: Understanding Consistency in Fitness Behaviour

Fitness is as much about goals as it is about rhythm, routine, and commitment. This study explored what were the motivations and barriers that users experienced in starting and continuing fitness fitness after the pandemic. Through immersive interviews, fitness histories, photoethnography and metaphor elicitations, we mapped the triggers and barriers shaping consistency. Findings revealed the strength of social connections, trainer impact, internal and external influences and financial commitment. These insights led Cult to design programs that keep beginners engaged and encourage DIY users to become members.

Project 2: Mapping Pre-Purchase Journeys of Fitness Users

Joining a fitness program is rarely a single decision. It unfolds over time. This research mapped four journeys: new members, trial users considering Cult, trial users rejecting Cult, and users choosing alternatives. We studied motivations, hesitations, and key decision points. Reputation, proximity, and community emerged as defining factors. The findings shaped clearer trial experiences, stronger onboarding, and a sharper acquisition strategy.

Project 3: First-Time and Paid Fitness Member Insights

Fitness behaviour varies by city. In Bangalore, users sought connection and accountability, leading to community-driven programs and events. In Delhi NCR, independence and equipment access were prioritised, prompting expansion into standalone gyms. Across both markets, word-of-mouth and trust strongly influenced decisions. The study enabled tailored regional strategies grounded in real behavioural insight.