Repositioning Myzone For Global Growth

A Mixed-Methods Multi-Market Study

Client Problem

Myzone has historically relied on gyms as the primary acquisition channel, achieving strong engagement in class-based settings but remaining a niche brand in the broader wearables market.

To drive the next phase of growth, Myzone needed to understand the full market landscape —how fitness consumers use wearables inside and outside the gym and what motivates them to switch brands to inform the next evolvution of the brand.

The Solution

Integrated research programme across the UK, USA and Australia, combining:

• Immersion – Online ethnographic community capturing workout diaries, category drivers and barriers and brand experiences ‘IRL’

• B2B Perspective – interviews with gym owners, coaches and decision-makers to understand drivers of adoption in the gym channel

• Market Validation – Online survey to size the opportunity, assess brand salience and consideration and test future product concepts

Outcome

The project provided clear strategic guidance informing the next evolution and repositioning of Myzone into ‘motech’ - technology designed to motivate, not track and is continuing to inform future decisions on product, communications, positioning, and go-to-market strategy

Collaborators:
Nick Bonney (Deep Blue Thinking)
Suppliers: FieldNotes, Omnisis