An advanced health-and-fitness platform designed for one of the UK’s most loved celebrities and leader in the UK fitness DVD market.
Get Fit with Davina is a new fitness start-up backed by italian magazine publisher DeAgostini, Davina McCall and one of the UK’s leading TV Directors (Brian Klein of BBC’s Top Gear fame). It features a personalised exercise programme designed by leading fitness trainer Ed Lumsden alongside a bespoke nutritional programme by Max Tomlinson.
Our brief was to translate Davina's appeal and DVD success into to a new digital platform ecosystem and subscription business. We designed a highly responsive, mobile-friendly and data-driven product, offering users a tailored schedule of diet and fitness workouts, triggered by the calculation of a biometric age.
Video workouts are a major thrust of the service, utilising a highly advanced splicing system i.e. thousands of short clips are filmed that are then edited together on the fly, based on user-input, ensuring the programme feels personal.
A dynamic progress score was designed to keep users engaged on a monthly basis to support the subscription based business model. User insights are garnered from analytics and a communications strategy to help encourage users to stay with the programme centres around an Integrated ECRM and ESP.