Project: The Pursuit Studio Spin Experience
Assignment: Consumer Research, Digital Strategy
When boutique spin studios become a phenomenon, and start taking away your members, what do you do? For Equinox, it meant resetting expectations about what an indoor cycling experience could be. Starting with the insight that members constantly need motivation and new ways to stay engaged, we conceived and produced an immersive experience that combined game dynamics and visuals that hooked members and kept them coming back for more. We created a series of games that utilized in-class peer pressure to motivate members to push harder than they normally would, and show them how hard they worked. Each class would feature a different mix of games to keep things fresh and vital data such as power, distance and average speed gave members new goals to break for their next class.