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KOOCM*

Flex Your Freedom

A blockchain enabled membership model that united multiple independent studios transforming fragmented fitness into one fluid experience.

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Situation

The fitness industry is fragmented and frustrating for users who want variety. Independent studios run on separate booking systems and rigid membership contracts, forcing fitness enthusiasts to juggle multiple apps fees and rules.

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Mindbody offers a universal login across its partner studios, but each business still operates in silos. Memberships, history and access remain tied to individual studios with no bundled membership option.

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ClassPass gives users credits to book at multiple studios, but its model prioritises the subscription over studio growth, creating value for ClassPass rather than the fitness businesses themselves.

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What does not exist is a true aggregator. A single membership model that respects studio autonomy while giving users the freedom to ‘choose their own adventure’ and access different fitness modalities and studios through one booking system, with all the advantages of being a member rather than a casual visitor consolidated in one place.

Task

As the Lead Product Designer I was brought on to design this ambitious platform from the ground up.

 

The challenge was to:

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  • Integrate 8+ disparate booking systems into one interface

  • Build a blockchain enabled membership model with smart contracts and tokenisation, while hiding crypto complexity from everyday users

  • Design mobile, web and kiosk interfaces for both consumers and studio owners

  • Create a modular design system for rapid scaling

  • Ensure adoption by both fitness users unfamiliar with blockchain and studios wary of losing autonomy

Action

I led end to end product design, working alongside blockchain developers, product managers, integration specialists and studio partners.

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Discovery & Research

  • Conducted interviews and surveys with 25-45 year old fitness users who cited frustrations like juggling apps, rigid commitments and missing multi studio member discounts

  • Analysed competitors, highlighting where Mindbody and ClassPass failed to deliver bundled, user first experiences

  • Defined personas, user journeys and service blueprints that mapped both consumer needs and studio operations

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Information Architecture & Smart Contract UX

  • Developed unified membership logic supporting single studio, multi studio and custom bundles

  • Designed smart contracts as “Fitness Passes,” translating blockchain into user friendly language such as automatic discounts and pause anytime

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Integration Strategy

  • Designed flows to synchronise real time availability across 8+ APIs

  • Enabled studios to connect with the platform using their existing booking systems, much like how bank feeds integrate into accounting software

  • Unified booking confirmations, class calendars and check in processes across all partner studios

  • Architected multi payment gateways, supporting Stripe, Easypay, Metamask and WalletConnect

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Design System & Interfaces

  • Built a modular design system to ensure visual and interaction consistency across web, mobile and kiosks

  • Created components for class booking, membership management, dashboards and payments

  • Introduced progressive onboarding to gradually surface features, starting with booking before highlighting blockchain benefits

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Delivery & Roadmap

  • Phase 1 covered registration, class bookings, payments, dashboards and integrations

  • Web3 roadmap extended into loyalty rewards, QR based gamification, token airdrops and wallet passes to incentivise engagement and community

  • Prioritised security and scalability with internal and external audits before launch

Result

The platform validated a new membership model for fragmented industries, showing that a blockchain enabled aggregator could consolidate benefits across multiple providers in one place.

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For fitness users
This meant one app for multiple studios, simplified booking, flexible memberships, real time availability and consolidated membership benefits rather than just casual visitor access.

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For fitness studios
The model reduced admin overhead, streamlined payments and preserved autonomy while still expanding reach. Studios could plug in using their existing booking systems, making adoption easy and low friction.

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For the wider market
It demonstrated that independent businesses can be unified under a shared system without losing their identity, powered by emerging tech designed to feel seamless and human centred.

Conclusion

This project proved that blockchain enabled aggregation can deliver value well beyond fitness. The same model could apply to wellness hubs, coworking spaces, education providers or even hospitality collectives where customers want flexibility and variety without juggling multiple memberships, apps and payment systems.

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Unlike existing solutions, this design consolidated the benefits of being a member rather than a casual visitor, creating an ecosystem where users enjoyed true flexibility while businesses gained equal value. It provided studios with growth and operational efficiency and proved that independent businesses can thrive within a unified ecosystem.

 

By hiding blockchain complexity and focusing on human centred outcomes, the platform showed how emerging technology can reshape industries when designed for real needs, laying the groundwork for future cross sector adoption.

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Have I now got you thinking how emerging tech could work for you?

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