The Future of Wearable Fitness

I. Introduction: What is Wearable Technology // How Does “Fitness” Fit In?

o Fitness Trackers (Clips & Wrists): Where It All Began

Earliest examples: Venture funded 2007-09 - Fitbit Tracker; 2011 -

Jawbone UP (firm’s first non-audio product); 2012 - Nike FuelBand.

//The fitness customer : (1) specific need //Extremist & Devotee a

; (2) challenge // Snacker & False Starter ; (3) motivation, coaching Stylish

// Yogi ; (4) All of Them // comfort, privacy, tracking, hands-diet, fashion

free, etc.

o Life Logging // Mychiatry (note: business model strategies / origins)

Examples: Kickstarter 2013 - Pebble (watches // next step in wrist real

estate); Kickstarter 2013 - Melon (headband // productivity); 2013 for

“Explorers”, 2014 for public - Google Glass (glasses // computer).

o Everything Else (note: new needs and new real estate)

Privacy concerns: Stealth Wear (clothes); Data Vaporiser (backpack).

Battery charging / eco: Pauline van Dongen (clothes); QBracelet.

Pure self-expression / fun: CuteCircuit, SyRo; Oculus Rift.

II. Trend Forces: Stats - Wearable Fitness Focus

• Consumer: young (48% 18-34 years old); both genders; rich (29% make +$100,000).

• Fitness bands most popular devices (61%), followed by smart watches (45%) and

mHealth (17%).

• What motivates consumers to purchase wearable tech depends largely on the type of

device and the benefits each offers for their everyday lives. Majority (57%) of fitness

band buyers said the ability to self-monitor was a major factor, along with concern for

their health.

• When choosing wearable tech, consumers look for special features to fit their needs and

match their style. Fitness band owners rank accuracy (70%) and battery life (64%) as the

most important attributes. Durability of wearable devices was also critical to owners of

smart watches (82%) and fitness bands (73%).

• Though nearly ½ of Americans said they’d be interested in wearable tech in the future,

72% wish devices were cheaper. 62% said they wish wearables came in forms besides

wrist bands and watches, 53% wanted wearable devices that look more like jewelry.

III. Sourced Trends (see Pinterest board for supportive links)

• Trend 1: The Body as Real Estate - Accessories to Clothes to Part-of-Body (canvas shift)

• Trend 2: Hardware vs. Software Debate (design shift)

• Trend 3: Remove Flaws, Meet Consumer Demands (shift in number / variety of “needs”)

IV. Trend Opportunity

• Trends 1-3 THINK: WEARABLE FITNESS AS THE NEW SMARTPHONE?

V. Client Overview - TBD

VI. Strategic Recommendation - Seamlessness Leads to Mainstream - Needfinding = #1

If you want to succeed / reach the mass market, offer fitness wearables that are:

1. Affordable.

2. Seamlessly offer an eclectic menu of pre- and post-workout needs (“life-style synching”).

• Innovative cases: productivity, “in the moment-ness”, privacy, community,

navigation, payment, “un-losable”, Wifi, control other devices, surprise.

3. Beautiful (MICA, Chronowing, Telepathy One; failures of “geeky” Glass, SmartWatch).