Rethinking the health club from the design perspective of women 40+, on the cusp of ubiquitous smartphones. A service business design evolved with and validated by 100+ women through a prototype Studio Lab.

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Introducing
Estee Solomon Gray
CEO

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a “wellthy” lifestyle utility that connects women 35+ with
themselves, their bodies, & the wisdom that lives in the netlets that surround them.
is
(small personal networks of 2-9 others with whom
one accomplishes a key bit of life)

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(pron: ’welth):wellth
a state of utility and abundance that pertains not to higher
socioeconomic status, but to the condition of one’s mind and body.
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a portmanteau merging the sound and meanings of the terms “health” and “wellness.”
the sense of a life well lived.

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how we define, attain & maintain wellth has
changed dramatically in the last 40 years.
(cigarette)

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& accelerated over the last decade
by new sciences, services and settings

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driven by consumers, particularly women,
who are actively leaving old divides behind.

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generations of women have played the role of “chief wellness officer”
(aka “chief purchasing officer”)
the de facto caretaker and decision maker for herself and those around her.

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the CWO job was simpler back then.
(shopping)
(sharing, discussing)
(care-taking)
(traditional medicine)

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(traditional medicine)
(shopping)
(sharing, discussing)
(care-taking)
fitness?
and what about

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(traditional medicine)
(shopping)
(sharing discussing)
(care-taking)
(“working out”)

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back then, gyms were
not designed for women...
X

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early clubs reflected the viewpoint of
(male) performance-oriented athletes

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the arrival of
Title IX
in 1972 unleashed a significant increase in participation by women.
find a 70s pic.

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vs.
2000s
since then,
the amenities & programming around the gym floor have
changed, but the basic service model has not.
1960s 1970s
1980s
1990s
(complex class calendar)

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meanwhile..

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today’s CWO is busier than ever

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with more options to integrate
and more decisions to make

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not only for her self,
but for those connected to her.

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!
plus.. working out is
no longer
considered optional

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which means navigating another array of options & choices
and.. integrating a number of them into her calendar.

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mind-body
traditional fitness
outdoors

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industry in general has been recognizing these changes
then now

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then now
marketing to women
marketing wellth to women
womens’ wellth

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but recent attempts to design fitness for women just don’t add up.
designing
for women( + )= =/
( + )= =/
designing
for women+

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and recent attempts to integrate technology into the fitness/wellness industry
don’t realize the full potential of digital tools to redefine the business.
they are merely a means to digitize the designs of the existing model:

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our locations
our class offering
our training offering
buy a membership from us
buy stuff from us &
read articles about fitness
(one way conversation)

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(plug-in scheduling app)
our locations
our class offerings
our workshop & teacher training
buy class series packages from us
buy stuff from us &
read articles about yoga

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some fitness industry leaders are investing in new interfaces.
(service purchase & use transaction)
our locations
our class offering
our training offering
buy a membership from us
buy stuff from us &
read articles about fitness
(asset reservation transaction)

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there is a growing corps of technology suppliers to the industry ...
continuing trainer
education
gym equipment
interfaces
club management
club scheduling
the club
industry
(*illustrative suppliers)

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... and an onslaught of new consumer-focused web apps,
fitness program
content & management
diet management
health
content & management
(*illustrative suppliers)

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all competing for their piece of the consumer’s life
(*illustrative suppliers)

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but the basic model of the club/studio remains the same,
focused on bringing individual members/clients to them
to make use of their facilities and attend their classes

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rather than

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in order to sustainably build wellth into her complex life.
enabling her ecosystem and providing the infrastructure she needs

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so what is ?

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(pron: ’bee):
a new experience that will transform health and well-being for women.
It’s a physical, emotional and social space for exercising, connecting and
learning that respects a woman’s time and fits into her life.
an integrated, sophisticated, and personalized platform for prime-time
women to feel good and be well.
the secret to a life well lived - being, as well as doing
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is redefining the health club for the 21st century

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connecting with women in all 3 dimensions of her life
digital
physical
social
and giving her smart, effective ways to take charge of
her well-being in an integrative way.

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a “wellthy” lifestyle utility that connects women 35+ with
is
themselves, their bodies, & the vital netlets they gather around them,
in the natural course of a life well lived.