The Fit Nesting Dolls

Background

Brick is a small US gym network, with locations in major cities like New York, Boston and LA.

Like all gyms, it suffers from a high drop-off activity rate among members: about 80% of those who join a gym in January quit by June, and only about 50% attend regularly as their initial enthusiasm wanes or they fail to reach their intended fitness targets.

Brick primarily wanted its users to maintain their memberships, and remain motivated to reach their fitness goals, with the secondary goal of attracting new members.