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Fluid Health and Fitness



CLIENT

Fluid Health and Fitness


PROJECT

Business design, product design


YEAR

2023


DURATION

12 weeks

TOOLS

Figma
Adobe Xd
Procreate
Canva
Miro




The Challenge


Fluid Health and Fitness, a physical therapy clinic specializing in science-powered corrective exercise, sought strategies to scale its business and increase long-term revenue. The goal was to refine its brand, optimize customer experience, and leverage its founder’s expertise as a marketing asset.

My Role(s)


Lead Consultant


Developed business growth strategies and roadmaps. Designed user experiences and marketing assets to support business expansion.



Executive Summary


Goal


Develop scalable business strategies to enhance customer engagement and revenue.

Solution and Outcome


  • Brand & UX Refresh – Positioned Fluid to attract a broader customer base.
  • Streamlined Customer Experience – Designed remote corrective exercise packages to improve conversion rates.
  • Marketing Strategy – Leveraged the founder’s subject matter expertise to drive brand awareness.

    • Deliverables


    ✔️ 90-day and 3-year strategic roadmaps
    ✔️ Cost analysis and business model recommendations
    ✔️ Quantitative & qualitative research insights
    ✔️ Prototypes and ad campaign designs



    Target Users


  • Individuals seeking science-backed physical therapy and corrective exercise
  • Athletes and active individuals recovering from injuries
  • Health-conscious consumers looking for long-term functional fitness solutions



    • Key Learnings


    • Storytelling is everything. One of my greatest strengths—and biggest challenges in this project—was aligning the team around a clear, compelling narrative. I learned firsthand how internal storytelling shapes strategy and ensures consistency in delivering value to clients.
    • Set expectations early and reinforce them.
      While roles were defined at the start, maintaining clarity throughout the project proved challenging. Establishing working styles and holding each other accountable from day one is essential for smooth collaboration.
    • Difficult conversations drive better outcomes.
      Empathy and open communication are critical to team dynamics. Regular feedback loops and mid-project peer reviews improve productivity, alignment, and overall morale.
    • Belief in the mission fuels impact. When I deeply connect with a company’s “why”, I can design more meaningful solutions that align with its long-term vision and goals.



    Methods & Tools


    • Methods: Scrum, in-depth interviews, MoSCoW analysis, user journey mapping, competitive analysis, storyboarding, cost analysis, road mapping.
    • Tools: Adobe XD, Miro, Canva, Slack.






    Research


    This three-month project was conducted by a team of three, focusing on uncovering Fluid’s unique value and growth potential. Our research included in-depth interviews, storyboarding, MoSCW analysis, business modeling, and value proposition development. A competitive analysis provided insights into Fluid’s current market positioning and brand value.

    Goals

    • Analyze customer behavior and pain points to identify key challenges and opportunities.
    • Define Fluid’s business model and pinpoint its distinctive assets.
    • Establish operational standards and limitations to inform strategic recommendations.
    • Identify opportunities to expand reach and attract new clients.



    Current customer experience storyboard


    Current positioning, brand value, and vibe


    Opportunities


    1. New customer segment: physically fit 25-45 year olds, or “Movement millenials”
    2. Digital solutions for corrective exercise 



    New business strategy



    Product Marketing


    Through iterative feedback with Fluid customers, we identified our key assumption: Digital connections are perceived as less valuable than in-person corrective exercise.




    Movement Millennials campaign



    Results


    The 24-hour campaign generated:

    • 135 total clicks (58% from ages 25-45)
    • 35 survey responses (71.4% from ages 19-55)

    These results validated interest in remote corrective exercise among Movement Millennials, informing key business recommendations and the development of a strategic growth roadmap.




    Survey results. Significant finding: 88.6% male respondents 



    Strategy for Long-Term Growth


    Introducing “Form by Fluid”—a business strategy designed to engage Movement Millennials and drive sustainable growth.

    Key Recommendations:

    • Brand & UX Refresh – Enhance messaging and digital experience to better connect with the target audience.
    • Sales & Customer Experience Optimization – Streamline the point-of-sale process and digital touchpoints to increase conversions.
    • Marketing & Thought Leadership – Establish founder Ryan Maxwell as the leading expert in movement science, leveraging his expertise to expand reach and credibility