Week 4: On the Road with Latrina Woods
During the last week, we supported Latrina Woods and Vivify, a boutique fitness studio, in building a brand vision of a supportive fitness community for women.
Latrina Woods single-handedly manages Vivify, which is located in the Bywater neighborhood of New Orleans. During Covid, she noticed how isolating working out alone was and how women in the neighborhood were unsupported in their workout journey because of limited fitness options and limited access to proper guidance. Thus, she started Vivify in 2020 with the sole purpose of providing access to personalized fitness for women of all ages and needs.
On an average day, you will find Latrina hustling her way as a solo founder through building her website, sharing marketing pamphlets, and teaching classes as a fitness instructor. She strongly believes that movement is power and has dedicated herself to helping women move and find their inner strength through Vivify.
Day 1 — We met Latrina in a quiet coffee shop in New Orleans to discuss her aspirations, pain points, and intent behind Vivify. As a former athlete, she has always been interested in fitness and worked as a fitness instructor part-time in various big fitness chains. However, during Covid, she realized the unmet need for accessible fitness and so she left a long-held corporate job in Tech sales to start her own fitness studio. We immediately sensed her passion for the business as she was describing her story of vivify-ing (renewing) women’s lives.
Day 2 & 3 — We started with a 2-hour design thinking workshop around value proposition, led by Esther, to understand Vivify’s customers and grow membership. Through this interactive workshop, we were able to identify unaddressed needs in her current services. This workshop also served as a basis for our understanding of the company and potential growth opportunities to leverage.
After the workshop, we attended our first ever group strength conditioning fitness session at the Vivify studio, which was a grueling 45 min session with personalized training from Bryiana and Latrina. which empowered us to continue a fitness routine but also left some of us lazies with a sore body for the next couple of days.
Day 4 — After the design thinking session, we were able to chat with 3 current customers, who gave us insights into what Vivify means to them and areas for improvement. Based on our discussions with customers and workshops with Latrina, we honed in on our deliverable to create a branding strategy for Vivify to help connect with its customers more effectively.
Day 5 — We wrapped the final day of our Open Road experience with another interactive brand vision exercise, where we spent 3–4 hours identifying the right vision and mission statement that truly describes Vivify. Later, we celebrated our last day and a victorious end to our exercise with drinks at a rooftop bar with a view of New Orleans Downtown.
And that's a wrap to our beautiful Open Road journey!
Team SEEL the deal signing off.
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