About




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Our Mission


We believe that the most profitable and lasting member relationships in fitness, nutrition and weight loss are built on the foundation of comprehensive and compelling needs analysis.

Needs analysis should capture a holistic set of information and provide education that establishes the context for the member relationship, driving greater commitment, improved recommendations and better results.

That said, the standard "analog" approach to needs analysis has remained largely the same for decades, even as technology and consumer expectations have advanced dramatically.

So, we’re on a mission to deliver deeper, best practice-driven, technology-enabled needs analysis that is more successful in attracting, enrolling and retaining members. 

Through our expert needs analysis platform, we enable our subscribers to elevate the content and quality of their prospect and member interactions, differentiate their offerings and personalize recommendations while also reducing staff training costs.

Our Experience


We understand firsthand the central challenge of getting individuals to take action to improve their fitness and weight, particularly through memberships that require a significant investment of time, effort and dollars.

In fact, across the past decade we've directly enrolled tens of thousands of members into high-commitment, premium weight loss and fitness programs, conducting hundreds of thousands of one-on-one sales consultations, onboarding and coaching sessions – in person, by phone and online.

We bring this awareness of the challenges faced by fitness, nutrition and weight loss professionals -- and by prospective members -- to the development of our needs analysis platform.

Guiding Principles


Give First

The best way to build a relationship is to give first. Beyond the satisfaction of being generous, this can at least hint at your capabilities and expertise, and provide a basis for your prospective clients or members to evaluate your potential value.


Ask, Don't Guess

While inference, assumptions and abstractions like avatars are sometimes necessary, the best way to genuinely and personally understand an individual client or member is to simply and directly ask -- about their needs, goals, challenges, habits and more. 


Context Matters

Whether educating about the capabilities of a software platform or the results of an individual needs analysis, context is the critical factor for driving understanding, relevancy and urgency -- with the use of visual frameworks being most effective.