5 NovResearchIdea to test
The gym member who didn’t get it
Four interviews in, one person fit. The fourth was a gym member, and we’d been screening that person out. What if the gym is the anchor?
17
Entries
3 NovResearchLearning
What we heard: round one
Our first feedback loop. Fixed stacks felt too rigid, everyone has an anchor studio, and the money turned out to be in the orbit around it.
studio · anchor · 0.95
2 NovPartnershipsDecided
The Founding Alliance
One studio per need category in the Marina and Cow Hollow, signed before a public launch in January.
1 NovBrandCut
Why we killed our hero line
It read like a scam. The line on the site is now “Health, Rewarded.”
person · 0.98
2 NovStrategyOpen question
Should this be a card?
A rewards card for the wellness spend HSA and FSA won’t touch. What Bilt, Lava and Blackbird got right: alliances first, launch second.
30 OctPricingDecided
Nobody buys the 50-pack
Every saving we show is measured against a single drop-in class. Nothing else is honest.
28 OctResearchMapped
Count the hands in the pot
Everyone between your paycheck and your doctor, each paid from your premium. A dozen hands, and not one pays you for staying healthy.
28 OctResearchMapped
Three places the money can come from
Insurers can’t reward the healthy. The tax break, the vendor margin and the employer chassis can — and one of them we can open alone.
group · 22 · 0.88venue · 0.81
28 OctPartnershipsDecided
What we offer a studio
New members who aren’t already regulars, volume in off-peak slots, and cash upfront every month.
pose · plank · 0.93
1 NovProductIn build
Bundle planner, v1
How we assemble each stack from the price book: a retail band, the best bulk rate, and how well it covers the whole person.
28 OctBrandCut
The collage that looked like a mood board
Random images read as messy. We kept the photographs and gave them a system — the tagged frames you see on this page.
29 OctProductShipped
The optimizer: utility, a budget and a Lagrangian
Our first back-end. How we turn survey answers into utility functions, price whole packs, and find the best month for a whole group.
person · 0.97rings · 0.84
29 OctProductIn build
Radio
Long-form sessions from creators we admire, queued as a slow livestream for each stack. Re-queued nightly, by hand.
30 OctProductDecided
We text. We don’t email.
Name, mobile, neighborhood. A text gets answered; an email gets archived.
$8,400 23% 18% 44% 15%
5 OctResearchThesis
The young-healthy premium gap
Where this started. A healthy 26-year-old pays $3–$5 of premium for every $1 of benefit they can expect. We priced the difference.
27 OctStrategyRevisiting
Why we started with set stacks
Less complexity, three clear people, one number we can promise. And what changed when people told us it felt too rigid.
reformer · 0.93
27 OctPricingIn build
Walking Union and Chestnut
Pricing every studio on two streets. Fixed session packs only — memberships don’t bundle.