Fitdget is a community-based training and tracking system for running and other endurance sports. The tool includes an online service, software for mobile phones, and a Bluetooth GPS hip belt. Our task was to formulate, design, and develop the brand and to derive a product strategy that would attract not only the core target group but also appeal to a wider audience. At the start of the process we analyzed the market segment and identified the strongest competitors. Based on this research we then developed a unique concept that effectively distinguished Fitdget from similar products.
