At Fitness World our app was primarily used for booking classes. To be honest, it had been neglected for years so we decided to update and improve it. We wanted to make the best Danish fitness app. Our research showed that our app was quite important to our members. In the long run, we want to increase our retention rate and reduce churn. The idea was that the app should help motivate our members and improve their experience.
First, we asked our member what they used the app for and what they thought where missing. Then we crowd sourced it by making the member vote for which new features they wanted. Then we combined their wishes with what would have the largest effect on our churn rate. And, naturally, what was technically and economically possible. This resulted in the following major new features in the first upgrade:
- New userfriendly design (naturally)
- Challenges to engage members
- Notifications about classes, buddies sign ups, campaigns
- Buddies: Our members could team up with each other and get invitations to classes and challenges among other
- A body composition analyser set up where the results where shown in the app
We had quite possitive feedback when the first small improvements were released. Slowly but surely we released new features and updates on a regular basis. Our rating in iTunes/App Store increased from 2,5 to 4,5 and the app became no. 1 in the health category. The number of downloads increased with 20 % over a short periode of time. 30,000 participated in our birthday challenge 2017 and 100,000 participated in our challenges the first two months, which was equal to 20 % of our members. Less that a year after realeasing the challenges more than 50,000 participated in our New Year’s challenge and 70,000 participated in our Birthday Challenge 2018.
After the initial success, we kept developing the app. A faster and better class booking module, which was essential to the app users, was added.
See the picture of the old and new app:
- Picture of the old front page>>
- Picture of the new front page>>
- The old find center page>>
- The new find center page>>
- The challenge page>>
- See notifications>>
- Muscle measurement from the Bodytracker (body composition analyser)>>
- Weight result from the Body racker (body composition analyser)>>
The biggest change came with our exercise/training programmes. To give our members a better beginning and to help them to become more self relient we introduced free training programmes. Based on three simple questions we could give them a personalised programme. See a small a small presentation of the programmes. 50,000 downloaded a traning programme within the first three weeks and after five weeks half of our app users had begun on a traning programme.
Less than a year later we had more than 200,000 downloads of the app or almost half our members.
In 2018 we were nominated by the Danish E-commerce Association (FDIH) in the category Best App, which made us very proud, and the Danish newspaper Ekstra Bladet honoured the app as one of the best work out apps (in Danish). Subsequently, the app won gold for Best Customer Experience at Danish Digital Awards 2019 and a year later it world it won The Danish E-commerce Award for Best e-Commerce App.