LiveActive brand will sell fitness and exercise equipment, gear for outdoor activities like camping and hiking, and sports gear (e.g. tennis, hockey, etc.... Proposition will eventually be more "Sports and Leisure" rather than purely fitness oriented.
“LiveActive promises its customers ‘fitness and health for you and your family’. It will sell good quality, good value fitness, sports and outdoor activity equipment to people who are interested in being fit and healthy. For regular people, rather than fanatics, the site will provide locally relevant guidance and advice from local experts in each territory to underpin the retail/shopping environment. It will feel like a knowledgeable friend, inspiring and helping people to find the right equipment for their needs (and enjoyment) from a well chosen range.”
- Medium price point aiming to compete more with product selection and service than lowest price on market
- Site is for amateur athletes, families etc. NOT aimed for professionals
- Tone of voice is: Joyful, Friendly, Trustworthy, Credible and Fit & Health
We see the future website as (if it would be a person):
A personal fitness trainer and a friend. Someone who has been there and knows how easy it is to forget, or not have the time to train.
He or she would be in their early 30s. Has a degree in sports science and worked in gyms too. Now works as an independent personal trainer.
Someone who makes getting and staying fit fun and a part of daily life.
Target audience is:
Late twenties to late forties rather successful male/female who likes to stay fit in hectic life style (either kids, career etc..) despite the time constrains.