Validating a smart fitness innovation across the UK & US
Our partnership in brief
Clusters partnered with a health technology innovator to assess the commercial potential of a new connected fitness product and companion app across the UK and US.
The business needed to understand:
The true size of the opportunity
Which consumers to prioritise
Whether the proposition resonated
How pricing would impact adoption
And how to refine the go-to-market strategy
Through large-scale segmentation and proposition testing with over 2,000 adults, Clusters delivered a clear, evidence-based roadmap for launch.his copy.
The opportunity
The health and fitness market is vast, but highly competitive.
The research revealed:
31 million adults in the UK and 149 million in the US interested in improving their health and fitness.
61 million Americans and 14 million Brits already using exercise apps or wearable tech.
65 million Americans and 12 million Brits exercising at home .
This signalled significant headroom for an at-home, tech-enabled solution – if positioned correctly.
However, privacy concerns were high, with 78% stating privacy is very important to them; meaning trust and clarity would be critical to success.
The key question:
How do we turn a new, unfamiliar product into a compelling offer – targeting the right consumers at the right price, to unlock real market demand?
The challenge
The product concept, a new fitness device featuring the latest AR technogy, was innovative, but unfamiliar.
The business needed to know:
Who would truly understand and value it
Whether the “exercise snacking” concept resonated
Which segments offered the strongest commercial return
How much people would realistically pay
Launching at the wrong price point or targeting the wrong audience would significantly reduce commercial viability.
Innovative products often fail not because they’re bad ideas; but because they’re launched without clarity. This project ensured the business understood not just the size of the opportunity, but exactly which consumers would convert and at what price. That’s what turns innovation into revenue
Phu Truong, Insights Director, Clusters
The approach
Clusters conducted a 20-minute interactive survey with 2,038 adults aged 18–64 across the UK and US.
We combined:
Motivations and barrier mappings copy.
Market sizing
Behavioural segmentation
Proposition testing (including video stimulus)
Pricing optimisation
Spend analysis
Identifying the segments that matter
Seven distinct segments were identified, with three core segments accounting for over half of those interested in buying. These core groups were digitally engaged, motivated to improve fitness and significantly more commercially attractive than the wider population.
Notably:
The three core segments represented 90% of people exercising with wearable tech or online videos.
Fitness Fanatics alone represent 5.2 million in the UK and 25.9 million in the US.
This provided immediate clarity on where growth would come from.
Proposition & purchase intent
The concept was most appealing to the high-engagement segments, who valued:
Short, flexible workouts
Personalised exercise routines
Variety of intensity
At-home convenience
Clear progress tracking
Extrapolated out, the research showed that 10.2 million in the UK and 57.7 million in the US would be interested in buying the product.
However, the research also uncovered barriers:
Some viewed the product as gimmicky
Others lacked clarity on how the smart ball worked
Safety reassurance and trialability were important
These insights directly informed proposition refinement and messaging strategy.
Pricing reality check
At the tested price point (£199 / $260 upfront plus subscription), only around a third of core segments expressed interest.
However, deeper analysis revealed:
A strong preference for a one-off payment over subscription
Clear acceptable price thresholds among key segments
High-spending behaviour within priority groups
For example:
In the US, 29% of the total population have spent over $400 on fitness equipment .
45% of Fitness Fanatics spend over $30 per month on fitness apps, versus just 20% of the total population.
In the UK, 27% have spent over £250 on fitness equipment, and 41% of Fitness Fanatics spend over £20 per month on fitness apps.
This confirmed that the right audience had both willingness and ability to spend, but pricing structure required careful optimisation..
Commercial impact
The work delivered:
A quantified addressable market across two major territories
Clear prioritisation of the three value-driving segments
Evidence-based pricing strategy guidance
Messaging refinement to reduce “gimmick” perception
Clarity on product positioning around flexibility, personalisation and home convenience
Rather than launching on instinct, the client moved forward with:
Realistic pricing expectations
A sharper go-to-market strategy
Reduced commercial risk
Defined target audiences
Looking to validate a new product or service? Contact us today
Get ready to launch with confidence, not assumption
If you’re bringing a new product or innovation to market, we can help you size the opportunity, identify the audiences that matter, and understand what will drive adoption at the right price.
Let’s explore how insight can reduce risk and strengthen your go-to-market strategy.
