© 2008 ST3, Inc. April 2008

Introducing

Estee Solomon GrayCEO

© 2008 ST3, Inc. June 2008

a “wellthy” lifestyle utility that connects women 35+ with

themselves, their bodies, & the wisdom that lives in the netlets that surround them.

is

(small personal networks of 2-9 others with whom one accomplishes a key bit of life)

© 2008 ST3, Inc. June 2008

(pron: \’welth):welltha state of utility and abundance that pertains not to higher socioeconomic status, but to the condition of one’s mind and body.

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a portmanteau merging the sound and meanings of the terms “health” and “wellness.”

the sense of a life well lived.

© 2008 ST3, Inc. June 2008

how we define, attain & maintain wellth has changed dramatically in the last 40 years.

(cigarette)

© 2008 ST3, Inc. June 2008

& accelerated over the last decadeby new sciences, services and settings

© 2008 ST3, Inc. June 2008

driven by consumers, particularly women, who are actively leaving old divides behind.

© 2008 ST3, Inc. June 2008

generations of women have played the role of “chief wellness officer”

(aka “chief purchasing officer”)

the de facto caretaker and decision maker for herself and those around her.

© 2008 ST3, Inc. June 2008

the CWO job was simpler back then.

(shopping)

(sharing, discussing)

(care-taking)

(traditional medicine)

© 2008 ST3, Inc. June 2008

(traditional medicine)

(shopping)

(sharing, discussing)

(care-taking) fitness?and what about

© 2008 ST3, Inc. June 2008

(traditional medicine)

(shopping)

(sharing discussing)

(care-taking)

(“working out”)

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back then, gyms were not designed for women...

X

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early clubs reflected the viewpoint of

(male) performance-oriented athletes

© 2008 ST3, Inc. June 2008

the arrival of

Title IX in 1972 unleashed a significant increase in participation by women.

find a 70s pic.

© 2008 ST3, Inc. June 2008

vs.

2000ssince then, the amenities & programming around the gym floor have changed, but the basic service model has not.

1960s 1970s

1980s

1990s

(complex class calendar)

© 2008 ST3, Inc. June 2008

meanwhile..

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today’s CWO is busier than ever

© 2008 ST3, Inc. June 2008

with more options to integrate and more decisions to make

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not only for her self, but for those connected to her.

© 2008 ST3, Inc. June 2008

!plus.. working out is

no longer considered optional

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which means navigating another array of options & choices and.. integrating a number of them into her calendar.

© 2008 ST3, Inc. June 2008

mind-body

traditional fitness

outdoors

© 2008 ST3, Inc. June 2008

industry in general has been recognizing these changes

then now

© 2008 ST3, Inc. June 2008

then now

marketing to women

marketing wellth to women

womens’ wellth

© 2008 ST3, Inc. June 2008

but recent attempts to design fitness for women just don’t add up.

designing for women( + )= =/

( + )= =/ designing for women+

© 2008 ST3, Inc. June 2008

and recent attempts to integrate technology into the fitness/wellness industrydon’t realize the full potential of digital tools to redefine the business.

they are merely a means to digitize the designs of the existing model:

(for the club or the member)

© 2008 ST3, Inc. June 2008

our locations

our class offeringour training offering

buy a membership from us

buy stuff from us & read articles about fitness

(one way conversation)

© 2008 ST3, Inc. June 2008

(plug-in scheduling app)

our locations

our class offeringsour workshop & teacher training

buy class series packages from us

buy stuff from us & read articles about yoga

© 2008 ST3, Inc. June 2008

some fitness industry leaders are investing in new interfaces.

(service purchase & use transaction)

our locations

our class offeringour training offering

buy a membership from usbuy stuff from us & read articles about fitness

(asset reservation transaction)

© 2008 ST3, Inc. June 2008

there is a growing corps of technology suppliers to the industry ...

continuing trainer education

gym equipment interfaces

club management

club scheduling

the club industry

(*illustrative suppliers)

© 2008 ST3, Inc. June 2008

... and an onslaught of new consumer-focused web apps,

fitness program content & management

diet management

healthcontent & management

(*illustrative suppliers)

© 2008 ST3, Inc. June 2008

all competing for their piece of the consumer’s life

(*illustrative suppliers)

© 2008 ST3, Inc. June 2008

but the basic model of the club/studio remains the same, focused on bringing individual members/clients to them

to make use of their facilities and attend their classes

© 2008 ST3, Inc. June 2008

rather than

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in order to sustainably build wellth into her complex life.

enabling her ecosystem and providing the infrastructure she needs

© 2008 ST3, Inc. June 2008

so what is ?

© 2008 ST3, Inc. June 2008

(pron: \’bee):

a new experience that will transform health and well-being for women. It’s a physical, emotional and social space for exercising, connecting and learning that respects a woman’s time and fits into her life.

an integrated, sophisticated, and personalized platform for prime-time women to feel good and be well.

the secret to a life well lived - being, as well as doing

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© 2008 ST3, Inc. June 2008

is redefining the health club for the 21st century

© 2008 ST3, Inc. June 2008

connecting with women in all 3 dimensions of her life

digital

physical

social

and giving her smart, effective ways to take charge of her well-being in an integrative way.

© 2008 ST3, Inc. June 2008

a “wellthy” lifestyle utility that connects women 35+ with is

themselves, their bodies, & the vital netlets they gather around them, in the natural course of a life well lived.