Next Gym Experience
Comfy home workouts that blend style and accessibility for everyone.
Comfy home workouts that blend style and accessibility for everyone.
Context
Context
NXG is a sports brand focused on delivering an accessible and personalized gym experience for modern women. It operates within the fitness and athleisure fashion industries, primarily catering to women who love sports, fashion, and resonate with female empowerment values. At the beginning of 2020, the competitive landscape shifted dramatically: the pandemic pushed thousands to discover the advantages of exercising at home, transforming their routines and expectations.
In this setting, NXG faced the challenge of evolving beyond selling sports accessories to establish itself as a comprehensive training platform. It was crucial to act at that moment to capitalize on the home fitness trend and not lag behind traditional gym brands or emerging fitness apps. NXG had a loyal community and a value proposition based on style and accessibility, but it needed to elevate that promise to a new digital level to fulfill the formidable purpose of leading the next big gym experience.
NXG is a sports brand focused on delivering an accessible and personalized gym experience for modern women. It operates within the fitness and athleisure fashion industries, primarily catering to women who love sports, fashion, and resonate with female empowerment values. At the beginning of 2020, the competitive landscape shifted dramatically: the pandemic pushed thousands to discover the advantages of exercising at home, transforming their routines and expectations.
In this setting, NXG faced the challenge of evolving beyond selling sports accessories to establish itself as a comprehensive training platform. It was crucial to act at that moment to capitalize on the home fitness trend and not lag behind traditional gym brands or emerging fitness apps. NXG had a loyal community and a value proposition based on style and accessibility, but it needed to elevate that promise to a new digital level to fulfill the formidable purpose of leading the next big gym experience.
NXG is a sports brand focused on delivering an accessible and personalized gym experience for modern women. It operates within the fitness and athleisure fashion industries, primarily catering to women who love sports, fashion, and resonate with female empowerment values. At the beginning of 2020, the competitive landscape shifted dramatically: the pandemic pushed thousands to discover the advantages of exercising at home, transforming their routines and expectations.
In this setting, NXG faced the challenge of evolving beyond selling sports accessories to establish itself as a comprehensive training platform. It was crucial to act at that moment to capitalize on the home fitness trend and not lag behind traditional gym brands or emerging fitness apps. NXG had a loyal community and a value proposition based on style and accessibility, but it needed to elevate that promise to a new digital level to fulfill the formidable purpose of leading the next big gym experience.
Unfortunately, the fitness industry pushes sacrifice and rigid goals (like losing weight or "summer body"), grounded in a narrative that can be intimidating or exclusive. NXG, however, has a unique perspective: for them, training isn't about suffering; exercise can be about enjoyment and self-expression. We recognized that their audience—young, constantly connected women with little free time—wanted to exercise on their own terms, without the typical pressure and discomfort of a conventional gym. The belief that only extreme effort yields results was holding back many potential clients.
Behind NXG's way of working and communicating, we found a compelling truth: their users want to feel strong, sexy, and authentic without compromising their lifestyle. NXG's culture embraces optimism, fun, and independence; traits overlooked by other competitors. We discovered unconscious patterns in the brand: a hyperactive and joyful spirit always seeking creative solutions, paired with the confidence to challenge the status quo. In fact, we defined their brand personality as an Enneagram type 7 wing 8—enthusiastic, positive, and with a combative edge—which explained why they valued freedom and self-confidence so highly.
Even though the team saw itself just as a clothing and accessories brand, their real strength lay in the vibrant community they could create and the motivation they could instill. This gap between their self-perception and potential gave us the key insight: NXG could transform the typical workout routine into a liberating experience, where each woman trains at her own pace, with community support, feeling fully herself. That's what the platform we would develop was all about.
Unfortunately, the fitness industry pushes sacrifice and rigid goals (like losing weight or "summer body"), grounded in a narrative that can be intimidating or exclusive. NXG, however, has a unique perspective: for them, training isn't about suffering; exercise can be about enjoyment and self-expression. We recognized that their audience—young, constantly connected women with little free time—wanted to exercise on their own terms, without the typical pressure and discomfort of a conventional gym. The belief that only extreme effort yields results was holding back many potential clients.
Behind NXG's way of working and communicating, we found a compelling truth: their users want to feel strong, sexy, and authentic without compromising their lifestyle. NXG's culture embraces optimism, fun, and independence; traits overlooked by other competitors. We discovered unconscious patterns in the brand: a hyperactive and joyful spirit always seeking creative solutions, paired with the confidence to challenge the status quo. In fact, we defined their brand personality as an Enneagram type 7 wing 8—enthusiastic, positive, and with a combative edge—which explained why they valued freedom and self-confidence so highly.
Even though the team saw itself just as a clothing and accessories brand, their real strength lay in the vibrant community they could create and the motivation they could instill. This gap between their self-perception and potential gave us the key insight: NXG could transform the typical workout routine into a liberating experience, where each woman trains at her own pace, with community support, feeling fully herself. That's what the platform we would develop was all about.
Unfortunately, the fitness industry pushes sacrifice and rigid goals (like losing weight or "summer body"), grounded in a narrative that can be intimidating or exclusive. NXG, however, has a unique perspective: for them, training isn't about suffering; exercise can be about enjoyment and self-expression. We recognized that their audience—young, constantly connected women with little free time—wanted to exercise on their own terms, without the typical pressure and discomfort of a conventional gym. The belief that only extreme effort yields results was holding back many potential clients.
Behind NXG's way of working and communicating, we found a compelling truth: their users want to feel strong, sexy, and authentic without compromising their lifestyle. NXG's culture embraces optimism, fun, and independence; traits overlooked by other competitors. We discovered unconscious patterns in the brand: a hyperactive and joyful spirit always seeking creative solutions, paired with the confidence to challenge the status quo. In fact, we defined their brand personality as an Enneagram type 7 wing 8—enthusiastic, positive, and with a combative edge—which explained why they valued freedom and self-confidence so highly.
Even though the team saw itself just as a clothing and accessories brand, their real strength lay in the vibrant community they could create and the motivation they could instill. This gap between their self-perception and potential gave us the key insight: NXG could transform the typical workout routine into a liberating experience, where each woman trains at her own pace, with community support, feeling fully herself. That's what the platform we would develop was all about.
Quick Overview
Quick Overview
Disrupt
With these insights, we redefined NXG's essence to capture its uniqueness in this next step: a platform where you can train at home, at your own pace.
Next Gym eXperience was articulated as a comprehensive fitness experience. A space where training is synonymous with well-being and self-expression, not punishment. This narrative connected NXG's optimistic culture with the solution to the initial challenge, giving meaning and direction to the entire project.
We built an online training platform, centered around the idea “your style, your rules, your gym”, capturing the promise that every user has absolute control over their training experience. This new brand definition emphasized its differentiator: democratizing at-home fitness with closeness and personality, distancing itself from the cold image of the traditional gym. NXG's proposal evolved towards an inspiring and clear purpose – Next Gym Experience –
With these insights, we redefined NXG's essence to capture its uniqueness in this next step: a platform where you can train at home, at your own pace.
Next Gym eXperience was articulated as a comprehensive fitness experience. A space where training is synonymous with well-being and self-expression, not punishment. This narrative connected NXG's optimistic culture with the solution to the initial challenge, giving meaning and direction to the entire project.
We built an online training platform, centered around the idea “your style, your rules, your gym”, capturing the promise that every user has absolute control over their training experience. This new brand definition emphasized its differentiator: democratizing at-home fitness with closeness and personality, distancing itself from the cold image of the traditional gym. NXG's proposal evolved towards an inspiring and clear purpose – Next Gym Experience –
With these insights, we redefined NXG's essence to capture its uniqueness in this next step: a platform where you can train at home, at your own pace.
Next Gym eXperience was articulated as a comprehensive fitness experience. A space where training is synonymous with well-being and self-expression, not punishment. This narrative connected NXG's optimistic culture with the solution to the initial challenge, giving meaning and direction to the entire project.
We built an online training platform, centered around the idea “your style, your rules, your gym”, capturing the promise that every user has absolute control over their training experience. This new brand definition emphasized its differentiator: democratizing at-home fitness with closeness and personality, distancing itself from the cold image of the traditional gym. NXG's proposal evolved towards an inspiring and clear purpose – Next Gym Experience –