Brief

New features to support the women forming EYO community

EYO, a brand specialising in sustainable sportswear, aimed to nurture a close-knit community of women united by their shared core values. To achieve this, they were actively seeking new ways to improve their website, creating a platform that not only reflects the spirit of the community but also provides added value and an enriching experience for its members.

Insights

My research aimed to investigate the fundamental attitudes regarding community, physical fitness, and sustainability. To achieve this, I conducted interviews with eight women, ranging from 27 to 45 years old, residing in various parts of Europe. These women were both customers and non-customers, carefully selected to align with the ideal target audience of EYO.

Overcoming Challenges

When it comes to their fitness practice, the women interviewed shared the challenges:

1. Declining motivation: They mentioned that the most difficult part is experiencing a sudden drop in motivation, often occurring about 15 minutes before getting ready for their workout.

2. Uncertainty at the gym: Another hurdle they mentioned is feeling unsure about what exercises to perform or how to properly use the gym equipment, leading to some degree of hesitation or discomfort.

3. Breaking routine and reestablishing it: They expressed difficulties in maintaining a consistent workout routine and finding it challenging to get back on track after a lapse or break in their regular exercise regimen.

To overcome challenges, they employ various strategies:

• Accountability check: They hold themselves accountable by seeking external support or partnering with someone who helps them stay on track with their goals.

• Self pep talk: They motivate themselves through positive self-talk and inner encouragement, building resilience and maintaining a positive mindset.

• Tight routine: They establish a structured and disciplined routine to maintain consistency and avoid distractions that may hinder their progress.

• Discipline: They embrace a strong sense of discipline, staying committed to their goals even in the face of obstacles and temptations.

A key aspect of their involvement in communities is the presence of strong support systems. The primary factors that attract them to these communities include shared goals and interests, a vibrant social life, and the provision of support. Additionally, when it comes to fitness-related communities, a healthy sense of competition also plays a significant role.

Impact

With the evidence of problems and motivation, the Monday Motivation club has been launched to support EYO community to keep up with their fitness practice.