Designing for growth, not rivalry: how EGYM Wellpass impacted 12k participants in 1st month

Client: EGYM Wellpass 2021 | Design Team: 1 designer | Role: Senior Product Designer

iOS

Android

About EGYM Wellpass

EGYM Wellpass gives employees flexible access to over 3,800 sports facilities. Now part of a global network serving 3 million users, Wellpass helps companies easily boost employee health and productivity.

Situation

Companies wanted to promote sports and wellness among employees.

Task

Companies wanted to promote sports and wellness among employees. Adapting existing challenges for corporate clients—rather than individual gym-goers—became our priority following COVID-19 budget and development constraints.

As the only designer on the project, I led the redesign of the challenges to feel welcoming for everyone, using as much of the existing build as possible.

Action

Starting with user research

I ran interviews with ten users and looked for patterns. I found that corporate users were primarily driven by productivity, stress relief and mental well-being rather than traditional fitness goals. Their motivations around social freedom, keeping up with family and avoiding long-term failure pointed to a distinct user profile that the existing design hadn't accounted for.

Early prototype testing revealed four clear patterns: users avoided direct competition, wanted a visual streak history, needed explicit progress milestones, and expected goal cards to be interactive.

Agile execution: changing course mid-study

Once the pattern was clear, I updated the prototype halfway through the study. This meant the remaining interview slots tested an improved version, instead of collecting more evidence on a problem we'd already found.

Replacing leaderboards

I swapped competitive rankings for shared team goals and personal daily streaks, so colleagues worked towards a company milestone together and felt encouraged, not judged.

Working within the limits

Because developers had little capacity, I designed around the mechanics they had already built and changed the experience through goals, wording and presentation.

Making it inclusive: I broadened tracking beyond workouts to include mental wellbeing, sleep and daily reading, so people who aren't athletic could take part. I split big goals into small daily targets, which made starting feel less daunting.

Result

Challenges that energise, not drain

Each day decisions build healthy habits

Challenges unite teams around one goal

Small daily goals, big overall results

Impact

12,000+ Active Month-1 Participants: Far exceeded initial pilot engagement projections.

41% First-Challenge Completion Rate: Achieved almost double the industry average (~20–25%) by breaking long-term goals into daily micro-habits.

The prototype supported six pre-launch enterprise contracts — signed before the feature shipped.

Designing for growth, not rivalry: how EGYM Wellpass impacted 12k participants in 1st month

Client: EGYM Wellpass 2021 | Design Team: 1 designer | Role: Senior Product Designer

iOS

Android

About EGYM Wellpass

EGYM Wellpass gives employees flexible access to over 3,800 sports facilities. Now part of a global network serving 3 million users, Wellpass helps companies easily boost employee health and productivity.

Situation

Companies wanted to promote sports and wellness among employees.

Task

Companies wanted to promote sports and wellness among employees. Adapting existing challenges for corporate clients—rather than individual gym-goers—became our priority following COVID-19 budget and development constraints.

As the only designer on the project, I led the redesign of the challenges to feel welcoming for everyone, using as much of the existing build as possible.

Action

Starting with user research

I ran interviews with ten users and looked for patterns. I found that corporate users were primarily driven by productivity, stress relief and mental well-being rather than traditional fitness goals. Their motivations around social freedom, keeping up with family and avoiding long-term failure pointed to a distinct user profile that the existing design hadn't accounted for.

Early prototype testing revealed four clear patterns: users avoided direct competition, wanted a visual streak history, needed explicit progress milestones, and expected goal cards to be interactive.

Agile execution: changing course mid-study

Once the pattern was clear, I updated the prototype halfway through the study. This meant the remaining interview slots tested an improved version, instead of collecting more evidence on a problem we'd already found.

Replacing leaderboards

I swapped competitive rankings for shared team goals and personal daily streaks, so colleagues worked towards a company milestone together and felt encouraged, not judged.

Working within the limits

Because developers had little capacity, I designed around the mechanics they had already built and changed the experience through goals, wording and presentation.

Making it inclusive: I broadened tracking beyond workouts to include mental wellbeing, sleep and daily reading, so people who aren't athletic could take part. I split big goals into small daily targets, which made starting feel less daunting.

Result

Challenges that energise, not drain

Each day decisions build healthy habits

Challenges unite teams around one goal

Small daily goals, big overall results

Impact

12,000+ Active Month-1 Participants: Far exceeded initial pilot engagement projections.

41% First-Challenge Completion Rate: Achieved almost double the industry average (~20–25%) by breaking long-term goals into daily micro-habits.

The prototype supported six pre-launch enterprise contracts — signed before the feature shipped.

Designing for growth, not rivalry: how EGYM Wellpass impacted 12k participants in 1st month

Client: EGYM Wellpass 2021 | Design Team: 1 designer | Role: Senior Product Designer

iOS

Android

About EGYM Wellpass

EGYM Wellpass gives employees flexible access to over 3,800 sports facilities. Now part of a global network serving 3 million users, Wellpass helps companies easily boost employee health and productivity.

Situation

Companies wanted to promote sports and wellness among employees.

Task

Adapting existing challenges for corporate clients—rather than individual gym-goers—became our priority following COVID-19 budget and development constraints.

As the only designer on the project, I led the redesign of the challenges to feel welcoming for everyone, using as much of the existing build as possible.

Action

Starting with user research

I ran interviews with ten users and looked for patterns. I found that corporate users were primarily driven by productivity, stress relief and mental well-being rather than traditional fitness goals. Their motivations around social freedom, keeping up with family and avoiding long-term failure pointed to a distinct user profile that the existing design hadn't accounted for.

Early prototype testing revealed four clear patterns: users avoided direct competition, wanted a visual streak history, needed explicit progress milestones, and expected goal cards to be interactive.

Agile execution: changing course mid-study

Once the pattern was clear, I updated the prototype halfway through the study. This meant the remaining interview slots tested an improved version, instead of collecting more evidence on a problem we'd already found.

Replacing leaderboards

I swapped competitive rankings for shared team goals and personal daily streaks, so colleagues worked towards a company milestone together and felt encouraged, not judged.

Working within the limits

Because developers had little capacity, I designed around the mechanics they had already built and changed the experience through goals, wording and presentation.

Making it inclusive: I broadened tracking beyond workouts to include mental wellbeing, sleep and daily reading, so people who aren't athletic could take part. I split big goals into small daily targets, which made starting feel less daunting.

Result

Challenges that energise, not drain

Challenges unite teams around one goal

Each day decisions build healthy habits

Small daily goals, big overall results

Impact

12,000+ Active Month-1 Participants: Far exceeded initial pilot engagement projections.

41% First-Challenge Completion Rate: Achieved almost double the industry average (~20–25%) by breaking long-term goals into daily micro-habits.

The prototype supported six pre-launch enterprise contracts — signed before the feature shipped.