Are you one of those people who thinks you SHOULD exercise… But you never really get to the point, and it’s almost impossible to put on those trainers and go to the gym. We feel you! It’s actually a psychological game, where you need to teach your body (and mind) to get used to exercising. This is an insight that Friskis&Svettis and Åkestam.Holst did, and approached us with a concept: help people who hate exercising, with a tool that let you start out easy, and build up the habit to regularly exercise.
The solution became a mobile app where you have your own personal trainer and mental coach in your pocket for the first 12 workouts, spread out over a month. It’s a way to ease into the mindset, guided by professionals, but completely free! Much in compliance with the philosophy of Friskis&Svettis - to care about the common health of the Swedish citizens, not just for profit. We think thats a great thing!
The app consists of workouts, that are scheduled automatically, and during the coming month it would gradually step up in intensity. You can choose between three different instructors, all with their own style of exercising. We built a custom tool for guiding you through an exercise, compiled by different tasks and routines, complete with photos of the different steps and positions, that we shot together with highly skilled personal trainers.
To promote the app, and maybe get a few pioneers on board, we built an online campaign, where we published hundreds of ads that were posted on Blocket (the Swedish version of Craigslist). The ads that were published contained training equipment, that the seller promoted as “hardly used” or “not even unpacked” - meaning that they gave up before even trying. We gave them an incentive to take down the ad, and keep the equipment, by offering them a custom Friskis&Svettis wear, and a free membership at the Friskis&Svettis gym. Through a web-service the seller could remove the ad straight from our campaign-site, and by connecting through the Blocket API we could automatically detect that the ad was actually removed. Now we knew that this person actually would reconsider and might actually use that piece of equipment for getting back on track with their exercise. Fingers crossed!