People are always looking for a new way to train at home, and the fitness market is more competitive than it’s been in my entire career. Everyone has a new product, feature, or heck, even brand. Any app can say they have something cool, but is it what their customers actually want? Or what do they actually need? How personalized can something be that tracks your general movement, not how your actual body is moving? That’s where JRNY with Motion Tracking comes in. We listened to our customers tell us they didn’t want to think about their workouts. They wanted credit for their efforts, but they wanted to focus on the moment and the feeling of the workout, not the laborious task of tracking or thinking about their next set of exercises and the weight they should be doing. Even more important, they want to do things right and know they are on the path to correct form as it relates to their body and movements.

The JRNY UI is clean and simple by design. A challenge we always face on the Creative and Marketing side is staying true to the JRNY UI while trying to elevate it with a clear, easy-to-understand customer-facing story. It was a fun study to assess our competitors already in the market touting “similar functionality” and see how we could create a different experience. While competitors chose over-done flash and distraction (one might say too much creative license), we landed at something clear, functional, clean, contemporary, and “tech-like” without doing tech for tech's sake.

Results: contributed momentum and growth to JRNY digital program, giving hundreds of thousands of dumbbell owners a great new subscription option; in FY23, total JRNY membership reached 508K – representing 56% growth compared to Q4 FY22.