B2B Social Fitness Challenges
Co-founder + Product Design
–
Aug 2025
Mobile
Context
Started as an app for personal trainers... users logged workouts, trainers charged to track and follow up, and the game mechanics kept them engaged. Market forced pivot after pivot until we found real traction in b2b, selling straight to corporate wellness departments.
Business model kept changing, but the core problem was the same: retention lived and died on whether people actually worked out and logged it.
Design around loss aversion. Streaks were the core mechanic... fear of breaking the streak, plus social pressure since your streak was visible to your team. Companies layered tangible prizes on top, and that combination is what clicked.
Became the user myself. Started building my own exercise habit while designing the product, and turned into the exact user we were trying to understand, which surfaced real friction in instant feedback loops. This worked great for the early stage iterations.
Landed on a working b2b model after several pivots, game mechanics grounded in real habit research, backed by 500 startups. large corporate clients still buy it today. i'd design it differently now, but the result held up... and it taught me most of what i know about product, ux, and marketing.