Designing for Inclusion
Accessibility | Inclusion | Service Design | Brand Recognition
The business:
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Gold’s Gym continues to expand its reach as a global leader in the fitness sector. Going beyond its self proclaimed “cult-status.” Gold’s wanted to continue to build on its nearly universal appeal and focus on reaching members beyond its doors.
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The challenge:
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As on demand health and wellness services began to soar, Gold’s Gym needed to stay relevant in the marketplace. The Gold's Gym community has strong ties to the Gold's brand. By leveraging the connection Gold’s Gym members, trainers, and staff we were able to create customized experiences that allowed new, and returning users to get their fitness needs fulfilled.
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The approach:
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As a service designer the first step in creating a competitive experience was seeing what was available in the marketplace. Partnering with the marketing team we organized and completed a functional and business competitive analysis, allowing us to see both opportunities for growth, and where Gold’s was the industry standard. Armed with this information we talked with the Gold’s Gym community to better understand why, with so many options, they continued to choose Gold’s year after year.
Taking the human centered approach to design I then worked to create brand pillars and values for our new digital experience. These brand pillars allowed us to create a “be inclusive” strategy working with the Adaptive Training foundation, allowing members to modify their sessions to meet their mobility needs. |
The result:
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We created an on-demand digital health service focusing on adaptive accommodation and mobility inclusion without compromising the brand and quality the Gold's community has come to trust.
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