Pricing and positioning a future connected fitness product

The question

A connected fitness company had one product, a flagship for training at home, and was looking at what could come next.

Product and marketing leadership wanted to see the range as a whole, with the commercial consequences of each choice, from positioning to price. Underneath was one question: would a new product grow the business, or split it?

Our approach

The baseline was the flagship on its own, against competitors priced above and below it, so a range with a new product could be compared with the flagship alone.

A qualitative stage came first, to shape the positioning and feature routes worth testing. Next, prospective buyers of home fitness equipment took part in the choice model: they saw branded, unpriced concepts alongside the competitive set, then traded off brand, price and features.

What the team came away with

Each range option tested could be read against the flagship on its own, one positioning or price choice at a time.

Our report answered every one of the brief’s questions on a single page, with the choice model behind each answer.

“Adam and his team were the ultimate professionals.”

Customer Insights Director, Connected fitness company