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Screw it, Just Do it


Apr 17, 2019

"The January rush happens, every year, in February, people are giving up. How do we fix that problem? Using these 3 things that we've identified, how do we apply that to a product that can tackle that particular industry? 

"All of us have jumped on planes and lived overseas and started other companies. Once you've got that passion and bug to try and do something that you really enjoy, it's difficult to put that down when you've really got that great idea, or you think you've got that great idea and trying to deliver it.

"I think there's going to be more innovation in the next 3 years in the fitness sector than we've had in the last 30 years. A lot of the stuff that Dan mentioned, Sammi mentioned, technology, it's all coming to a head now and it's going to create some incredible businesses. And I do think there will be a Netflix of fitness, a platform that will be as familiar as Spotify, Uber, Netflix in the fitness sector and we hope we're that platform but there are some other great companies out there who are building some really interesting businesses as well."

I really enjoyed chatting to all three of the Fiit founders (Ian McCaig, Sammi Adhami & Daniel Shellard) at their very futuristic studios in Stratford, former Olympic Park in London. We shared a love of fitness, we all attended University at Bath at some point in our lives, so we certainly weren't struggling for conversation. Plus, with Richard Reed on their board of Directors, we had something in common again having featured Richard on this show

Thus far, they've had over 100,000 downloads of their fitness app 'Fiit', and over 5,000 5-star reviews. They've got fitness influencers like Matt Roberts and Chessie King taking their classes alongside ambassadors such as Fearne Cotton and Binky Felstead. So they're certainly set up for success. 

Now, with Fiit, the three of them are trying to solve the fitness industries age-old problem of customer retention. They're taking three fitness trends, fitness influencers and their impact on the industry, think, Joe Wicks and his impact, they're taking hardware and software to gamify your experience, think Peloton or Zwift, and they're taking the rise in boutique fitness, think Barry's Bootcamp or 1Rebel.

Now, combine all this with the timing of the technology available, we're taking streaming, 5G coming and they've got a really interesting story to tell.

On this episode, we talk:

  • Scaling at speed
  • Customer retention,
  • Building a community
  • Laser Focus
  • Client Avatars.

But I start off by asking how the three of them came together to found Fiit...Let's StartUp!