Project 03 of 12 Design study Business design · Wellness · Product concept
One membership. More ways to move.
One Pass × Technogym
A busy schedule should not decide how someone stays active. One Pass explores a more flexible wellness membership, connecting access, personal progress and discovery across a wider network of fitness experiences.
At a glance
For a Technogym Europe brief, I connected research synthesis and a travelling-professional persona to a proposed membership journey. A value-chain exploration examined how centres, users and partners could participate in the offering. The resulting work spans service touchpoints, app onboarding and campaign mockups, making both the customer proposition and the proposed business relationships tangible.
- Brief
- Technogym Europe wellness experience
- Role
- Business designer
- Methods
- Research synthesis, persona, journey, value chain
- Outputs
- Service concept, app onboarding, campaign
The work, up close
Project artefacts.
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Inside the work · Original design study · proposed wellness service
Organise the proposition around flexible access rather than a fixed workout routine.
The challenge
Develop a premium wellness proposition for the Technogym Europe brief, connecting a new service opportunity with a product experience and communication direction.
The reasoning
The research synthesis brings together limited time, repetitive workouts, missing progress feedback and the cost of personal attention. The travelling-professional persona gives those needs a coherent service direction.
The trade-off
A broader membership promises flexibility but introduces more relationships to coordinate. The ecosystem model makes the roles of users, centres and additional partners part of the design discussion.
01Design the trial as part of a longer relationship
Mapped discovery, a challenge-based trial, access, feedback, rewards and activity suggestions into one journey.
Why this direction
The proposition needs a reason to begin and a reason to return, including when a person travels to another city.
02Map the business relationships with the experience
Compared the existing equipment-and-cloud model with a proposed network involving users, wellness centres and partner centres.
Why this direction
The membership experience depends on how value moves between the organisations delivering it.
03Introduce the offer through concrete possibilities
Used onboarding to explain access, class booking, goals, rewards and shared workouts.
Why this direction
A short sequence translates the membership idea into things a person could do.
04Carry the same idea into discovery
Developed indoor and outdoor campaign mockups around limitless access and success.
Why this direction
The first encounter and the in-product introduction should communicate the same proposition.
The brief
Look beyond the equipment to the experience.
The Technogym Europe brief asked for new strategic directions and business solutions offering premium wellness experiences, together with a communication campaign that could make their value clear.
My role was to assess revenue opportunities and devise a product offering, market strategy and communication plan. One Pass brings those strands together as a proposed membership service.
Research synthesis
Flexibility mattered in several different ways.
The original research board lists surveys, interviews and card sorting. Its pain-point synthesis covers inflexible schedules, repetitive workouts, the cost of personal attention, missing progress feedback, waiting for equipment and uncertainty about using it.
A travelling-professional persona gave the direction a concrete focus: helping someone with limited time feel more in control of their wellness experience. That focus connects the flexible-access proposition with progress, guidance and discovery.
- Choice of workouts
- Time and location flexibility
- Guidance and personal attention
- Visible progress
The journey
Connect discovery, trial and continued use.
The journey map follows the concept through contextual advertising, a challenge-based trial, a pass for access, rewards, feedback and activity suggestions. A trip to another city becomes a reason to discover a different wellness experience rather than abandon the routine.
This is a designed scenario showing how the proposed touchpoints relate. It makes the service more tangible than a feature list, while leaving room to test whether the sequence would work in practice.
Business design
Change how value moves through the ecosystem.
The business-strategy diagram compares the existing equipment-and-cloud relationship with a proposed model involving customers, wellness centres and additional partner centres. It explores a wider role for the brand in connecting access and services.
The relationship model makes the business question visible: who participates, how value moves between them, and where a membership could create a new role for the brand.
Product & communication
Make the proposition visible in the first few screens.
The onboarding screens explain the concept through access, booking, goals, rewards and shared workouts. The interface uses a restrained yellow-and-black identity and a sequence of simple illustrations to introduce the offer.
The communication work carries the same proposition into proposed indoor and outdoor campaign formats, linking the first encounter with the membership experience introduced in the app.
Campaign direction
Take the idea into the places people encounter it.
The campaign direction centres on limitless access and success. Its indoor and outdoor mockups explore how location and context could make the proposition feel relevant.
The study connects business proposition, service journey, interface and communication. The next validation priorities are membership demand, partner operations and the reasons people would return after a trial.
Proposed wellness service, onboarding and campaign designs. Historical ecosystem figures are illustrative.