ForgeLine
Fitness
Specific equipment beats generic fitness promises.
Generic fitness promises hid an equipment-specific training system.
United Kingdom + EU
7 months
Signature case
Before
#38
health rank
10.4K
organic / month
14%
D30 retention
Abstract
icon cue
After · 7 months
#5
health rank
45.1K
organic / month
24%
D30 retention
Barbell
icon cue
01
the thesis
Specific equipment beats generic fitness promises.
Make the training object recognizable.
02
interventions
- 01Rebuilt screenshots around equipment-led routines.
- 02Changed abstract icon cues.
- 03Mapped equipment intent.
- 04Read D30 retention by discovery route.
03
the mechanism
Why the motion compounded.
Specificity improved intent match and pre-qualified users for the actual training system.