BlackWidow case study
Transforming a dream (and a pile of bricks) into a successful business
I was asked to consult on this project from the very beginning, when the studio was a big dream and a bigger pile of bricks.
While building the research plan, I immediately initiated the studio’s social media presence and began sharing video teasers to build anticipation for the upcoming opening.
The social media content adopted an ironic and light-hearted tone, often featuring the owner, who was already familiar to the initial clientele.
The client
BlackWidow is a private training studio specializing in boxing and CrossFit, catering to an upmarket clientele.
Challenge
The primary challenge revolved around the intense competition within the area, with numerous established gym clubs and training studios already in operation.
Starting a new business required meticulous planning and aggressive promotion strategies. A unique selling point was imperative for breaking into this saturated market.
My role
Successfully merging business strategy with design, marketing, and communications solutions.
When
2019 – 2020
Collaborations & stakeholders
Owner of BlackWidow
The goal and the journey
I took complete ownership of all visual elements of BlackWidow, crafting the visual identity across all touchpoints, from designing the logo to conceiving and designing the unique wall decorations and building the initial social media presence.
The unique visual appeal of the studio, in New York loft style, sets the studio apart from its competitors and have established it as one of the most photographed and Instagrammed training studios in Rome. In addition to this, I developed the communications and marketing plan, while also contributing to the creation of the business plan.
Just six months after its opening, the studio was operating at full capacity, a testament to its rapid success and widespread appeal.
Research: defining the why, the what and the how
To develop the business and marketing plans and kickstart the design process, I undertook thorough user research to pinpoint potential unique selling points and market opportunities.
I connected with individuals who had previously enrolled in private lessons with the client at his previous position and interviewed patrons of a nearby boutique specializing in boxing and upscale sports attire.
Simultaneously, I launched the studio’s social media platforms and started sharing video teasers to generate excitement for the imminent opening.
Interviews
Interview details (sample questions) - text version
Sample interviewees
Danielle 62 years, Physician
She is in good shape for her age, and has been exercising with a personal trainer twice a week for the past 15 years.
Susan 48 years Beautician
She exercises very regularly, mainly for aesthetic reasons. She usually goes to classes in a gym.
Christian 44 years, Employee
Has always exercised and enjoys it very much. He particularly likes boxing with a personal trainer.
David 50 years, Business owner
He has very little time to exercise, but the means to pay a personal trainer if available on evenings.
Andy 23 years, Student
He has practiced different kinds of martial arts, but would like to learn to boxe.
Tatty 52 years, stay at home mum
Tatty has three teenage children and her husband is very well-off. She has help at home at has a lot of time to exercise, which she does regularly with a personal trainer paid by the husband.
Caroline 47 years, Employee
Runs regularly but would like to start training with a personal trainer to have faster results.
John 72 years, Pensioner
Wants to maintain a strong body and overcome some small age-related physical issues
Amanda 48 years , Freelance
She trains regularly in a gym but would like to learn to boxe.
“Why do you exercise and how do you like to do it?”
- I want to improve my sports performance and/or the techniques (personal or professional ambition).
- I want to learn a particular sport very well, so prefer to do so with a personal trainer.
- I want to lose weight.
- I like the fun of group classes.
- I have diabetes and my doctor says physical exercise is crucial to keeping my blood sugar under control.
- I want to have an attractive body.
- I like meeting new people at the gym.
- I like to train in a focused way with a personal trainer in order to reach my goals.
- Girls like muscular guys.
- While exercising I forget my worries/problems.
- I want to age in a healthy way, and know a strong body is important.
- I sit down all day because of my job and really need to move by the end of the day.
- I want to look younger than my age and still be attractive to men.
- My doctor has advised me to exercise regularly.
“Would you like to exercise with a personal trainer? Why/why not?”
- I prefer to go to a gym and do group-classes, I get to meet more people there!
- With a personal trainer I can’t cheat! He keeps me on my toes and I really need that…
- If I invest what a personal trainer costs, I will also be more careful about my diet and the cigarettes!
- We are all different and I believe a personal trainer can make specific programs for each of us.
- I prefer a personal trainer because I want to train in a very focused way, and get the results which are best for me.
- I exercise in the gym on own account, I don’t need a trainer.
- I need to lose weight, and I am getting better results since I started exercising with a personal trainer.
- I can’t afford a personal trainer more than once a week, so for the rest I go to a gym or exercise on own account.
- I have a health-issue and need to do specific training, so it is easier with a personal trainer who builds a program for me.
- I go to the gym with my girl-friend, if I have to go on my own I lose my motivation.
- Personal trainers are too expensive.
- I like to exercise with my brother, and we can share a personal trainer so as to split the cost, but still get great results.
- My hours at work are crazy, so exercising with a personal trainer is more flexible, I never manage to get to classes on time!
- I feel satisfied by having started the day and already accomplished something positive (if I exercise in the morning).
“How important are the aesthetics of your gym to you?”
- I like to go to a cool place, it is my me-time!
- Gyms in America are such cool places! In Europe they are all the same, boring!
- I am willing to pay more if the gym is a nice place.
- I like taking pictures for my social media accounts while training, so it is important that the gym is cool!
- I don’t care at all, as long as the teachers are good.
- I hate gyms with old tools, they give me the idea of dirt!
- If a place looks good, I get more confidence in the trainer too.
- Cool people go to cool places! I would never be seen in a dump!
- I am not willing to pay more just to go to a cool gym.
During the initial stages of setting up the studio, I conducted interviews with 5 existing customers and 4 potential new ones. These interviews revealed several valuable insights, one of which significantly influenced key decisions regarding the studio’s development.
Initially tasked with designing the branding and establishing the studio’s social media presence, the interviews led to a shift in perspective. We realized the importance of making the studio itself unique and special. This revelation prompted me to focus on interior decorations that set the studio apart, ultimately contributing significantly to its current success.
Personas
Personas- text version
Albert
Albert, 71 years, retired
- Info: Age related issues
- Training required: Soft training
- Fairly reliable, fairly motivated, spends on training (8 on a scale of 10)
- Social media: Facebook, WhatsApp
- Physical shape: Has always exercised must continue. Has small heart-condition.
- Goals: Be in good physical shape, personal enjoyment, health.
- Training sessions per week: 1-2
- Preferred place to exercise: Private studio
- Preferred time to exercise: AM, daytime
A day in Albert’s life:
Albert wakes up at 6am. As usual before the alarm-clock rings. Mmm… freshly brewed coffee… Susan is up even earlier than me, wonderful, I’ll have coffee first thing.
Appointment with the personal trainer at 11am, but I’d better leave at 9.30, I don’t want to run into a traffic jam. “That was quick! It’s only 10.15 and I’m already here… ok he’s busy, but maybe we can have a chat while he finishes the client before me… “That was just great, I feel 10 years younger – at least! I hope Susan has cooked something yummy for dinner!”. Great day!
Albert’s goals & behaviour patterns:
Albert has exercised his whole life, but then stopped for some years while too busy working.
When he retired his wise encouraged him to start training again, he was like a lion in a cage! Best piece of advice ever: he simply loves his training sessions! He pretty much always gets there early (expecting to chat to his personal trainer, who is busy working with someone else), and really gives the training his all. Since he has started exercising, he has lost weight, and is generally more healthy than ever.
Joan
Joan, 51 years, part time employee
- Training required: Crossfit
- Fairly unreliable, very motivated, spends on training (9 on a scale of 10)
- Social media: Facebook, WhatsApp, Instagram, YouTube, Spotify
- Physical shape: Very good
- Goals: Weight loss, aesthetics.
- Training sessions per week: 3-5
- Preferred place to exercise: Private studio
- Preferred time to exercise: AM, daytime
A day in Joan’s life:
The alarm clock goes off a 7.30, today is a busy day!
She showers, dresses and puts on make-up and has an espresso coffee for breakfast… careful with the calories!
Off to the office, while taking the youngest, the apple of her eye, to school. He has football exercises this afternoon, and the nanny will pick him up.
She finishes work at 13, has a quick salad for lunch with a girlfriend, and hurries off to the hair-dresser and the nail-stylist.
At 5pm she is seeing her personal trainer. Great training session.
Joan’s goals & behaviour patterns:
Joan has quite a comfortable life: her husband is very well-off, she has help at home, she works part-time, and the girls are big now, 19 and 17. Her son David, the love of her life, is 10, so requires more attention, but thankfully she has the help of a nanny.
Joan is always extremely careful with her appearance, she would never leave her home without makeup, and practically lives on a diet. Exercising regularly with her personal trainer helps her have the kind of body she wants – and wants to show off on Instagram!
Daniel
Daniel, 26 years, University student
- Training required: Crossfit and boxing
- Fairly reliable, fairly motivated, spends on training (4 on a scale of 10)
- Social media: Facebook, WhatsApp, Instagram, Tik Tok, YouTube, Spotify
- Physical shape: Very good.
- Goals: Be in good physical shape, develop muscles, aesthetics, personal enjoyment.
- Training sessions per week: 3-5
- Preferred place to exercise: Gym and private studio
- Preferred time to exercise: PM
A day in Daniel’s life:
The alarm clock goes off a 7.30… Snooze! Snooze! …”DAMN! It’s 8.30! What happened here??”
He dresses (no time for showers), jumps on his scooter and goes off to the university faster than technically legal.
Long day at the university, but there’s a new girl in class… interesting! “I just might invite her out for a drink, that body! Ah nope, not today, I have boxing-class and the trainer will kill me if I call it off last-minute again. And anyway, it’s a lot of fun and it gives me a killer-body! Oh, and then she shouldn’t think I am too keen…”
Daniel’s goals & behaviour patterns:
Daniel is a happy-go-lucky kind of guy: his life is pretty comfortable, his parents, whom he lives with like all other Italians his age, could be worse and he has a great relationship to his brother, who is two years younger, but a great guy and his training-buddy.
University is cool, lots of fun people and his social-life is fun and busy. He is officially single but, well… let’s say not bored. Life could definitely be a lot worse!
Joe
Joe, 49 years, Marketing manager
- Training required: Training and boxing
- Very reliable, fairly motivated, spends on training (6 on a scale of 10)
- Social media: Facebook, WhatsApp, Instagram, LinkedIn, YouTube, Spotify
- Physical shape: Started exercising recently. Needs to lose a bit of weight.
- Goals: Weight loss, be in good physical shape, develop muscles, personal enjoyment, health.
- Training sessions per week: 1-2
- Preferred place to exercise: Private studio
- Preferred time to exercise: PM
A day in Joe’s life:
The alarm clock goes off a 6.00 and Joe get out of bed really fast so as not to wake Anna. He showers, dresses and fixes himself breakfast, which he has while checking emails. “God, today will be a busy day!”.
He wakes Anna with a cup of coffee and a kiss, looks in on the children and rushes to the office, already speaking on his mobile. Work, throughout the day, is crazy: customers with a zillion requests they need “for yesterday”, his mobile ringing non-stop, a quick piece of pizza for lunch (not good, I should be having salad, but no time!).
7.35pm he jumps into his car – still on the mobile to what he hope is the the last customer of the day.
Joe’s goals & behaviour patterns:
Joe is generally happy with his life. He loves his wife and children, while he would like to have more time to spend with them, but he is at the very top of his career and it’s both demanding and time-consuming.
He has had episodes of severe stress, and his doctor has pretty much forced him into exercising (at least) twice a week, and told him he must pay more attention to his diet – easier said than done!
Using insights from interviews, I developed four detailed Personas. These Personas played a crucial role in identifying the target customers, understanding their priorities, desires, and current pain points.
The Personas helped us gain a deeper understanding of the motivations and challenges of the future customers, which allowed us to tailor strategies and offerings to better meet their needs and preferences from a business perspective, and set the style of the vast amount of design deliverables.
SWOT Analysis
SWOT Analysis - text version
Strengths:
- Established client base: The client is well-known as a personal trainer in the area and has a loyal following, with existing clients likely to transition to the new studio.
- Affluent demographic: The studio is situated in a wealthy area of Rome, where individuals have the financial means to afford personal training services.
- Trendy industry: Personal training is currently in high demand and considered fashionable, contributing to potential client interest.
- Specialized expertise: The trainer specializes in boxing, a popular and trending fitness activity.
Weaknesses:
- Sole proprietorship: Initially, the studio will heavily rely on the client as a “one-man-show” due to budget constraints, limiting capacity for additional trainers or staff.
- Limited offerings: With space constraints preventing group classes, the studio’s services are exclusively available to those seeking personal training, potentially restricting clientele.
- Higher cost: Private training is inherently more expensive than gym memberships, narrowing the target demographic to those willing to invest in personalized fitness solutions.
Opportunities:
- Niche positioning: The studio’s focus on personal training sets it apart from traditional gym clubs, offering a unique and specialized service.
- Growing health awareness: Increasing societal emphasis on health and appearance, particularly in the age of social media, presents an opportunity for personalized fitness solutions.
- Enhanced customer loyalty: Personalized training fosters stronger bonds between clients and trainers compared to group classes, potentially leading to greater customer retention.
Threats:
- Economic downturn: The prevailing economic crisis poses a significant threat, as individuals may cut back on discretionary spending, including personal training services, during financial hardships.
To develop a robust marketing and communications plan and identify opportunities and threats, I conducted a comprehensive SWOT analysis. Through this analysis, I unearthed a potential Blue Ocean area, crucial in shaping our unique value proposition.
Drawing from insights gained from the Personas and the distinctive characteristics of the city area, I identified the target customer as individuals who prioritize quality and prestige. They value top-notch facilities and personalized service in their exercise environment.
These insights profoundly impacted all subsequent decisions, ranging from the business plan to the communications strategy, and guided the design process across various touchpoints.
Bringing it together: the chaos and fun
Based on the findings during the research process, I began designing all the decorations for the interiors, as well as choosing colours, including those of the walls.
The studio is long and narrow, with high windows on one side, so not particularly luminous. This influenced the decision of keeping the walls on one side white, highlighting the black logo and black equipment, while painting those on the other side a metallic grey, with huge yellow wall decorations.
I ideated and designed all the huge wall decorations, combining a figure of a person executing fitness moves with motivational quotes. The studio is famous for these decorations, which appear regularly on the clientele’s Instagram accounts (as well as that of the studio).
We applied all the wall decorations ourselves, and while applying them on the white walls was fairly easy, we ran into a lot of trouble with the walls with the metallic effect: we had to stand on two different ladders and use a hair dryer to make them stick.
The long, thin legs of the spider posed an additional challenge.
They threatened to break off numerous times and did so once. As a result, we had to reorder the logo only a few days before the opening, while crossing fingers it would arrive on time.
Can you tell from the video how worried I was about breaking them again?
The opening
The studio opened its doors on November 2nd 2019, amidst pouring rain, yet nearly a hundred people showed up to attend the opening event.
Despite the adverse weather conditions, attendees were captivated by the studio’s decor, and the atmosphere was electric. Several individuals signed up for memberships on the spot, eager to become part of the BlackWidow community from day one.
Branding and logo design
The main challenge was to incorporate a black widow spider – a symbol that can evoke negative connotations for many – while infusing relevance to fitness. To achieve this, I ingeniously replaced the spider’s body with a kettlebell, striking a harmonious balance between strength and symbolism.
I created a second version of the logo using the name of the founder, which, initially, was more wellknown than the brand as well as the full corporate image.
The Studio BlackWidow
Despite enduring significant losses during the extended lockdown caused by Covid-19, the studio has rebounded remarkably and is now thriving, operating at full capacity.
BlackWidow has emerged as one of the most Instagrammed training studios in Rome and is a project I take a lot of pride in. Working on it was not only fulfilling but also both challenging, fun and completely different from the design projects I usually work on.
