top of page

← Back

Hide & Sweat

Msc. Sustainability, Entrepreneurship and Design

Year

2021

University

Brunel University London

Project Type

Academic Project

View my Thesis â†—

Hide & Sweat was the culminating concept of my thesis. The paper was based on the following research question: How can a variety of outdoor games be used to integrate essential body movements to make fitness-related activities inclusive and enjoyable? The thesis was approached from the 3 areas of Sustainability, Entrepreneurship, and Design In the form of a strategic business plan. The concept was then tested with a limited audience to evaluate its viability and reception. 

​

The business plan was not commercialized due to a requirement for a large initial funding.

IMG_3419.HEIC

Summary:

The research question:

How can a variety of outdoor games be used to integrate essential body movements to make fitness-related activities inclusive and enjoyable?

Why is it needed:

Gyms and other fitness routines can be unmotivating spaces, with repetitive and mundane movements for beginners. The concept aims to initiate a fitness lifestyle by engaging customers in activities that are fun and enticing.

How it would work:

  • App based platform with free access

  • Chargeable sessions at centers and 'playgrounds' across the city

  • Customers will be able to create their own sessions in their designated spaces. (Customers could apply by sending photos of the premise to unlock the feature)

  • Sessions would be available based on you fitness levels. With more options opening up based on your regularity and progress.

  • There would be a variety of unconventional games, with some being conducted for shorter periods of time. Such as snap sessions for a quick break.

  • Notifications if a session is being conducted near by and is in need of players.

What the service offers:

Customers receive an environment of enjoyable inclusive experiences. With sessions of varied games throughout the day, all one needs to do is find the session best suited to their liking, and show up to the provided location. You don't need special shoes, and you can wear anything you like, as far as it's comfortable. All games are played in groups and customer's can choose from a range of public and private locations for activities. If one has the space for games, but not the company, they can use the one-of-a-kind app, and invite other customer's to join in on the fun.

Untitled design.png

Process Methodology: Double Diamond

Group 68.jpg

The Activity space

01

Plan

Iterations of the space were created based on the discussed elements. Due to economical and environmental factors, there was an elimination of certain factors. The final renders were created on a viable and implementable design, which would be simple to replicate across a country and eventually the world.

The office and the changing rooms would be semi-permanent structures made with the use of modified shipping containers. The purpose of which is to save costs and increase scalability.

02

Features

A channel of running water, inspired from the city of Freiburg, is placed for customers to wash their feet before or after participating in activities. As all activities are barefoot, and participants are assumed to arrive in different forms of footwear, the channel ensures they go home with clean feet.

​

Pebbles are placed between the changing rooms and the play area. This has a dual function, as pebbles hurt to stand on, the participants are expected to directly head to the play area instead of stalling. After finishing the game, the pebbles help dry off the feet.

​

The ground would be divided into two play areas, with netting in the middle. The surface of the ground would be with compacted sand. Under the sand there would be a network of pipes that would carry cold/hot water depending on the weather.

Business Model Canvas

  1. Social Media Marketing

  2. Free Session campaign

  3. Google Adverts

  4. In-app Advertisements

  5. Influencer Marketing

  1. Fitness Trainers

  2. Public parks and gardens

  3. Local governing bodies

  4. Dieticians and Nutritionist

  5. Schools and Physical Education teachers 

  1. Feedback Channels

  2. Customer's activity suggestions

  3. Recurring fitness tests

  4. Guidance for better health

  1. Outdoor activity facilities

  2. Application development

  3. Seed Funding

  4. Fitness trainers/supervisors

  1. A space to be physically active in a joyful way

  2. Breaking the taboo of playing childhood games.

  3. Curated space that aids mental and physical health

  4. Fosters new relationships

  1. Inactive adults

  2. Obese/overweight individuals

  3. Individuals who consider themselves lonely

  4. Individuals unmotivated towards health

  5. Individuals combatting depression and anxiety

  1. Social Media

  2. Word of Mouth

  3. Referrals

  4. Radio and television

  5. Physical forms of marketing

  1. Rent (Office and facilities

  2. Application server

  3. Application Developer

  4. UI/UX Designer

  5. Graphic Designer

6. Transportation

7. Equipment for games

8. Marketing

9. Other human resources

Revenue will be generated by offering various subscription plans to customers. Additionally the organization will charge a listing fee for those who wish to host their own events using the platform.

​

A clothes line of the organization would be a secondary source of revenue.

Conclusion:

After completing the thesis and testing the business idea in the context of the city of Ahmedabad, there were a few strengths and weaknesses observed in the business plan.

​

​

01

Strengths

  • The concept is a unique and inclusive approach to making individuals physically active.​

  • A survey taken after initial tests showed high customer satisfaction. 90% of participants showed interest in attending such sessions at least once a week. While a 100% of participants found it more enjoyable than any previous fitness-related activity.

  • Participants burnt an average of 350 calories in 60 minutes, justifying the health element of the concept.

  • Promotes collaboration and interaction between participants.

  • It is designed to serve a large bandwidth of age groups, which helps with social harmony.

02

Weaknesses

  • Large initial set-up costs would lead to a high reliance on loans or angel funding.

  • The cost of land is subjective to the city. The business would face difficulties operating at low prices with expensive real estate.

  • Limited legal barriers make it easy for other organizations to copy and implement the concept.

  • Approaches only high-income groups due to social and economic barriers. Limiting the social impact.

IMG_3421 .jpg
bottom of page