Pumatrac App
Born from the insight that active people want a workout that is tailored and tuned to their needs, motivates them daily, gives them expert training, makes scheduling easy and connects them to a community. This app breaks down the barriers that stand in the way of fitness goals.
The Pumatrac Ecosystem
We always imagined Pumatrac to be at the center of a total active lifestyle. Our vision was to create an ecosystem that seamlessly connected wearable products with a 24/7 Puma experience. With watch partner Fossil we created just that.
Experience Pumatrac yourself.
Pumatrac was designed as an in-phone app, giving you a customised workout that you can do anywhere. Now you can experience it online.
Project Profile
What is it?
Pumatrac is a free fitness app from Puma.
As digital technology became more and more important to sports brands and the sports industry, I began to press for a strategy and was awarded the task to develop one. I polled stakeholders across the brand and determined that the best first step would be to develop something to engage our consumers with a decidedly brand-centric offering: a fitness app.
Why is it innovative?
Pumatrac sets itself apart from other fitness apps because it uses AI to learn about the user and to create a bespoke workout for them. It also offers unique video content (trainers and professional athletes) to instruct and motivate the user. Furthermore, it has tools for scheduling workouts, connecting with trainers and other users and allows for a Spotify in-app experience.
What were the biggest challenges?
The biggest challenge was securing ownership of the project, which was earmarked for the Marketing team. I convinced stakeholders across the brand (Marketing, IT, eComm) as well as the CEO that what we needed to build was a whole technology platform, not simply a marketing exercise; that we would be using innovative technology that needed careful guidance and implementation. That it was the beginning of a long-term strategy towards a more digitally connected brand. Regional buy-in.
What was your role?
Project Owner, Strategy Lead, Creative Director, Chief Evangelist
Once buy-in was established, my initial role was to secure budget, personnel and contract two development partners. When the project was initiated, I directed internal and external partners, establishing vision, research, strategy and deliverables. I was the final decision maker on all aspects of the project, including Creative Direction.
Why was it successful?
With a limited development budget, we created exactly the experience we intended; unique, engaging and bang on-brand. Our launch was successful and we received outstanding reviews from experts. With almost no marketing budget we achieved 200k + users in 2017. Today total downloads stand at 1.37 million.