A connected spin-bike experience for cult.fit — landing site, in-bike workout UI, marketplace and brand system. Built around home riders who want studio energy without leaving the house.
Home spin bikes solve a real need — convenience, privacy, no commute — but most of them sit unused after the first month. The hardware looks generic, the software is an afterthought, and there's no sense of community or progress. Riders lose the studio energy that got them on a bike in the first place.
Design a connected cult.fit spin-bike experience end to end: a landing site that sells the product, an in-bike workout UI that earns daily use, and a marketplace that ties the whole cardio range together. Studio-grade, but at home.
The split that gave this project its shape — heavy on testing and prototyping, comparatively light on bespoke UX exploration once the persona was clear. UI was the visible 32% on top.
The category is mature, so the patterns weren't the unknowns — the unknowns were what an Indian home rider actually wants to see mid-ride, and whether the screen feels alive when they look up from the pedals. That's a prototyping-and-testing problem, not a UX-from-scratch one.
"The convenience of home workouts and the desire to achieve a healthier body weight motivate them to invest in spinning bikes. They value privacy, adjustable resistance, on-bike progress tracking, and connectivity with fitness apps."
