Jtrain Nation! I'm sorry I'm late with this post. Rest assured I'm still going to make these ten blog posts. I'm just making sure I'm finding the best content I can to share with you!
Recently, while scanning through possible topics to talk about, I came across a fairly new app called "Pact". Pact started in San Francisco back in 2010, and was originally called "Gym Pact". After analysis, they discovered that the "Impact" pun they wanted associate with their brand wasn't resonating with customers and changed the name simply to Pact.
Recently, while scanning through possible topics to talk about, I came across a fairly new app called "Pact". Pact started in San Francisco back in 2010, and was originally called "Gym Pact". After analysis, they discovered that the "Impact" pun they wanted associate with their brand wasn't resonating with customers and changed the name simply to Pact.
So what makes Pact different from other fitness apps? I'm glad you asked! Unlike most fitness apps, rather MOST fitness apps, Pact uses money to motivate you to work out and eat healthy. Through this app, you sign "pacts" or plans that you will get paid for for accomplishing. Each week, you can make anywhere from $0.30 to $5.00 depending on your level of commitment. You must check in daily and take pictures that Pact verifies to prove that you are adhering to your Pact.
However, Pact also PENALIZES you for missing workouts or not adhering to your nutrition plan. If you are unable to meet your daily requirements, you will be deducted $5 that will be dumped into a community pool to pay out Pact users who are staying on track with their fitness goals.
I personally think that this is a cool marketing idea by Pact. Money is a strong motivator. It's a unique service that nobody has really come up with yet. I believe that Pact does a great job at subtly challenging you, making you question if you have what it takes to stay on track with your fitness goals and draws you in by showing you how much you could make. It shows you that the money is there, and that if you can be motivated enough you should be making free money. There's also a sense of competition against other people who you could be profiting off of for not meeting their fitness goals.
Pact also tries to build its brand by being compatible with other popular fitness apps like FitBit and My Fitness Pal. You can integrate data from those apps into your Pact app to show how you are meeting your goals and tracking progress.
One limitation I see to this app is that it doesn't really pay enough to really motivate someone to utilize the app. I'm not sure that a maximum of $5 weekly while being penalized $5 a day is really in the end worth it. Being a newer company also makes playing with other people's money potentially dangerous and a recipe for potential backlash that can sink the company before they get a strong hold on the market. If they can get a hold of that and have safeguards in place to protect that, I really see an opportunity for them to change the game and be very successful. The brand has recently seen some backlash in the reviews and hasn't really been growing heavily each year.
When I first saw this app though, I thought that this could definitely be something that catches on. If apps can find a good balance between paying people to workout from crowdfunded funds of people who don't, I can see this kind of model really taking off. It will be interesting to see if other fitness companies develop apps that use money to draw in customers. If there's an app with a strong model I believe in, I could definitely see myself utilizing such a service.
To learn more about Pact, please visit Pact's website .
See you soon with another Marketing in Fitness blog! Have an amazing day!
-Jtrain
Sources:
http://www.gym-pact.com/#
http://techcrunch.com/2014/01/01/pact/
https://sensortower.com/ios/us/gympact/app/pact-earn-cash-for-exercise-healthy-living-and-eating-right/456068701#review-history?reviews
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