Millennials are the fittest generation ever. According to the 2019 Physical Activity Report, over 60% of Millennials are involved in some form of high-calorie activity.
The client believes millennials are seeking alternative ways to stay happy, healthy, and active. They also believe that millennials have more of an appetite for adventure, risk-taking, and specialized fitness experiences.
Focus on defining the UX strategy of the platform and validate the client's hypothesis that there are new market opportunities in fitness.
Target audience - Millennials.
Digitally savvy, prioritize memorable and authentic experiences, and have a social identity. possibly has some type of fitness routine, eats healthy, and is knowledgeable about health brands.
The following brand principles have been provided by stakeholders and should be considered:
Unique Experiences, Motivation, Community, Authenticity