Work out anytime, anywhere. No excuses. This has been Freeletics’ mission statement since their founding in 2013. The German fitness app started by creating personalised workout plans designed for outdoor training.
With their increase in memberships – to date, 29 million users – Freeletics expanded their app to cover gym workouts, cardio and nutritional guidance. At the same time, the brand also branched out into retail with their own clothing line.
The Brand Story Canvas
|Context||Increasingly wealthy urbanites don’t have the time to keep physically fit. By observing this environment and choosing to solve a common problem, Freeletics was able to create a relatable connection with users.|
|Trigger||No excuse not to be fit. This observation is candid in its simplicity. It probably won’t fuel your motivation to hit the gym or get that run in, but it can ignite the Freeletics brand that will help you do just that. The statement underpins the narrative and serves as a basis for the Freeletics brand to develop.|
|Hero||A coach that gives you exactly what you need – not more, not less. A coach uninterested in superficial results. Unlike trendy sports brands, Freeletics is here to nurture lasting habits and an all-around healthy lifestyle.|
|Ideal||To be the best version of yourself. It’s the perfect example of a story that never ends. Freeletics supports their users to continually strive to reach peak performance – both mentally and physically.|
|Plot||Freeletics pushes their ideal by engaging app users through digital coaching and ambassadorships. In doing so, they nurture healthy competition and a community in which members encourage one another to achieve their next goal and, ultimately, their best selves.|
|Themes||Freeletics situates themselves as a holistic authority within the urban fitness world. Apart from coaching and nutrition, they explore the medical side of fitness, using science as a medium to boost their authority. In line with their ideal, they also communicate heavily on self-help and self-improvement, discussing issues like mental discipline, female empowerment, and mindfulness.|
|Resources||Much like their approach, Freeletics’ main resources are no-fuss: an app and a user base. Since they have been able to build a larger community around a clearly defined story, Freeletics have started creating related secondary products. A water resistant sports bag and phone case now allow users to train in the rain. Yet even with these new products, their message remains the same: no frills, just the necessities.|