Tim Rozmus

Fiture: AI-Powered Connected Fitness

Work:

The World’s Most Advanced Interactive Fitness Mirror

I joined Fiture in May 2022 as the second member of our in-house creative team. Our mission was simple: introduce an innovative home fitness startup, already a smash hit in China, to the US and the world.

Fiture stood apart from other connected fitness devices thanks to its Motion Engine™ technology, which counted reps, provided key feedback, gave high fives, and plenty more. Along with the elite instructors and social integrations in the Fiture app, Fiture was truly unique.

I worked with our Creative Director, Ann Rhee, to build out our creative team and dive in. My work flowed between shaping brand and strategy, creating omnichannel copy, scripting and production, and much more. It was fast, furious, and satisfying work – standing in our retail store, seeing our primetime TV ad, and marveling at the launch of Fiture Mini stand as landmarks in a job where I regularly marveled at what we created.

Our team had a knack for turning around marathon-level work on sprint-level timelines. Unfortunately, market conditions were not on our side and Fiture shut down in early 2023. Members of our team went on to light up companies in fitness, tech, SaaS, and media. I use lessons from Fiture every day and will always be thankful for our adventure together.

Our TV ad played across national media and supported our paid digital media campaign in Q4 2022 and Q1 2023.
“Don’t Fit In. Fiture.” highlighted our mission: making fitness fun, personal, and a joy to explore. We used this as our North Star to develop the brand and hone in on our audience.
A few favorite modules from our email campaigns. We produced a number of drips, campaigns, and dedicated emails to reach prospective customers and build community with our members.
We produced tons of content with our instructors, including individual intro videos, personalized greetings, and campaign-specific videos. I contributed scripting and interviewing from behind the camera with our partners at Timberwolf Films and our in-house team.
Our installation guides were a strangely satisfying project for our team. Making an intimidating installation process easy to follow may not have the flash of a TV spot, but they bring more true value to every user.
Our retail store at The Westchester was a true all-hands project. What usually takes 6-8 months our team accomplished in less than 3, launching just in time for the holidays in 2022.
I love a good year in review wrap up, and our members gave me plenty of fun data to bring to life across channels.
Another fun launch for Dance Breaks, featuring fun and energetic cardio dance routines set to some excellent tracks.

Company:

Fiture

Contributions:

Messaging & Copywriting

UX/UI Development

Digital Presence & Strategy

Social Media

Photo & Video Production

Email & SMS Marketing

Retail Launch

Paid Media & Advertising

Product Naming