Challenges to be Addressed

As Cult.fit expanded into the digital wellness space, live.fit emerged as a flagship digital offering—delivering live-streamed and DIY fitness sessions via web and mobile. While technologically robust, the platform faced friction in user experience and retention, prompting a deep qualitative assessment. Key challenges included:
 

A. Diminished Motivation and Engagement

• Unlike in-studio experiences, users lacked external accountability and real-time social energy.

• Mid-session drop-offs and inconsistent workout routines became common.
   

B. Confusing Onboarding and Feature Discovery

• New users found navigation unintuitive and lacked guidance on how to start, progress, or explore features.

• Many were unaware of advanced features like fitness tracking or session bookmarking.
   

C. Trust and Usefulness of Tracking Tools

• The “Energy Meter”—a feature meant to enhance engagement—was viewed with skepticism around both accuracy and privacy.

• Users did not understand how to interpret progress data or where to find it.
   

D. One-Size-Fits-All Experience

• Content did not reflect different user motivations (e.g., goal-driven vs fun-seeking).

• There was no personalization in tone, trainer style, or progression pathways.
   

E. Perception Gap vs In-Person Studios

• Users perceived live.fit as a "stop-gap" solution rather than a compelling product in its own right.

Mapping Systems: 'Health & Fitness Behaviours during COVID-19'

Approach &
Methodology

A full-spectrum qualitative study was undertaken to uncover deeper behavioral and emotional insights, beyond what analytics alone could surface.
 

Scope
Focused exclusively on live.fit’s live and DIY sessions across app and web platforms. Examined both active and potential users.

Participants

• 40 users across 9 Indian cities

• 27 regular users (≥15 sessions)

• 13 potential users (digitally savvy, fitness-curious)

• Stratified across age, gender, digital fluency, and motivational profiles.

Methods Used

• Semi-Structured Interviews (remote): Exploring usage context, motivations, pain points.

• Live Observations: Users shared screens while navigating or working out.

• Digital Ethnography: Analysis of app reviews, YouTube content, influencer mentions.

• App Flow Audits: Mapping screen interactions to identify friction zones.

Analysis Tools

• Thematic clustering using affinity mapping

• Persona creation and journey mapping

• Functional vs Emotional Needs Matrix

• Causal loops of motivation and disengagement

Needs Matrix: An analytical framework to understand user needs.

Findings & 
Recommendations

KEY FINDINGS

A. User Experience & Journey Mapping

1. Discovery and Onboarding

   • Awareness driven through peer recommendations and Eat.fit association.

   • Platform discovery highly dependent on organic conversations and social media.

   • Navigation across app verticals was unguided and confusing for first-time users.

2. Session Experience (Live & DIY)

   • Users appreciated content variety and trainer quality, but:

     • Energy Meter was often inaccurate and raised privacy concerns.

     • Live streaming glitches broke flow and created dissatisfaction.

     • Lack of interactivity (can’t rewind, ask questions).

   • DIY sessions suffered from low engagement and a lack of trainer presence.

3. Fitness Tracking & Progress

   • Declining use of fitness bands and in-app tracking post-pandemic onset.

   • Users defaulted to personal heuristics (e.g., how long they held a plank) over digital metrics.

   • Accessing personal fitness data within the app was non-intuitive.

4. Motivation & Emotional Connection

   • The digital experience lacked the “fun” and camaraderie of in-person sessions.

   • Users missed trainer encouragement, peer energy, and structured routines.

   • Working out at home lacked accountability—easy to drop out mid-session.

B. User Typologies

• Enthusiast Eddie

  • High intent and motivation.

  • Prioritizes fitness tracking and variety.

  • Key issue: fragmented data across platforms and inaccurate scoring.

• Cool-With-It Carol

  • Medium intent; externally motivated.

  • Seeks fun and shareable experiences.

  • Key issue: sessions often too serious; prefers group formats and trending content.

• Reluctant Rohan

  • Low motivation; avoids strenuous activity.

  • Easily demotivated by perceived complexity or social judgment.

  • Key issue: lack of beginner-friendly, non-intimidating entry points

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C. Comparative Insights: live.fit vs Cult.fit Studios

• Motivation: Studios provided social energy and accountability; live.fit felt isolating, making it easier to skip or drop out.

• Interaction: In-person sessions offered real-time feedback; digital sessions lacked interactivity and felt one-way.

• Community: Studios fostered camaraderie; live.fit lacked social touchpoints, making workouts feel less meaningful.

• Tracking: Offline users trusted wearables and trainer cues; online tracking (e.g., Energy Meter) felt confusing or unreliable.

• Perception: Studios were seen as immersive and aspirational; live.fit was viewed as convenient but less engaging.
   

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RECOMMENDATIONS (PROBLEM STATEMENTS)
 

1. Holistic Health & Fitness Tracking
   Problem: Enthusiasts feel limited by fragmented tracking.
   Opportunity: Build integrations with wearables and enable multi-activity data aggregation.
    

2. Community for Casual Users
   Problem: “Carols” miss the fun/social side of workouts.
   Opportunity: Create shareable, trend-based content and lighthearted formats.
    

3. Onboarding for First-Time Users
   Problem: “Rohans” struggle with motivation and fear of failure.
   Opportunity: Curate low-barrier introductory journeys with adaptive progression.
    

4. Repositioning live.fit
   Problem: Users see live.fit as a “lesser” substitute for cult.fit centers.
   Opportunity: Define it as a complementary digital lifestyle solution, not a replacement.