Slides from Fitocracy co-founder and CEO Brian Wang at Action Design NYC's May event on how they've designed their product to increase the health and fitness of their users.

1. Action Design NYC
May 2014 Meetup
Brian Wang
Chief Executive Officer
brian@fitocracy.com
@brianmwang

2. Mission 2
Reach your next level of health & fitness through
community and coaching

3. Our Solution
Fitocracy connects an audience of highly engaged users to coaches
that can help them get the results they desire
Community
Motivation, support
Coaching Marketplace
Mobile coaching at scale
Apps & Tools
Tracking, guidance
3

4. Engagement Loops
Visible
Progress
Motivating
Emotion
Call to ActionUser
Re-engagement
Receive personal
attention, Boost
motivation, Feel
supported
Improving workouts,
Comments/props
from other users,
Increased knowledge
Notifications,
Email reports
Track workout,
Follow user,
Join a group,
Post comment,
Give props
4.5h
per month
3
sessions
per day
A highly engaged audience driven by social feedback loop

5. Solution: Apps & Tools
Gamified fitness tracking makes the experience more engaging
5

6. Solution: Community
The community provides long term motivation, support, and knowledge
6

7. Solution: Community 7
Various interest groups match different fitness styles and personas

8. Solution: Community
Manchester Philadelphia New York
Washington DC Los Angeles Toronto
8
Community is central to Fitocracy. Fitocrats regularly organize in-person meetups.

9. Behavior change 9
Nudging isn’t enough

10. Cults 10
Build a cult.

11. Cults 11
cult
/kəlt/
noun
: a small religious group that is not part of a larger and more accepted religion and
that has beliefs regarded by many people as extreme or dangerous
!
: a situation in which people admire and care about something or someone very
much or too much
!
: a small group of very devoted supporters or fans

12. Cults 12
Cults shape identity and are naturally viral

13. Cults 13
Cults need language, rituals,
and sacred objects

14. Elements of a Cult 14
Fitocracy Crossfit
Language
Points
Prop (bombs)
Gains
Kipping
Fran
Paleo
Rituals
Meetups
Member Spotlight
Flex Friday
Workout of the Day (WoD)
Sacred Objects
High point workouts
Exercise scoring
Community Leaders
Crossfit Games
Kettlebells

15. brian@fitocracy.com
@brianmwang
Thank you!
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