Silofit - Your Own Personal Workout Space

2017-2022 | Co-founder and Head of Design | iOS and Android

As the Head of Design, I was responsible for the end-to-end user experience of our mobile apps. The apps evolved through multiple iterations based on feedback, expansion and shifting business needs.

Milestones

$20M Funding
25+ Employees
18 Locations

Links

Silofit secures $15.25 million CAD to bring micro-gym model to the U.S
NFL Star Befriended by Buffett Invests in ‘Micro-Gyms’ Concept
Silofit Instagram

First, What is Silofit?

Silofit transforms unused office space into private micro-gyms that can be reserved on-demand. We originally aimed at busy professionals seeking to fit workouts into their hectic schedules. In later stages we broadened our offerings to include a complete ecosystem that supports fitness professionals in managing their businesses.

Silofit creates private, staff-free gyms that can be reserved via the Silofit app.

A Two-Sided Market

Our research revealed an opportunity to support fitness professionals in managing their businesses and increasing earnings.

Therefore, we launched a Pro app, allowing trainers to efficiently manage schedules and handle client workout requests.

Our Locations (Silos)

We opened 18 beautiful on-demand private workout spaces across Miami, Toronto and Montréal.

How it All Started... 

Silofit was founded in June 2017 by Wilfred Valenta, Adrien Caranta and I. We set out to challenge the big box gym model. What if there was a gym for which you only payed for the time that you used? No memberships, no strings attached. Sounds reasonable right?

We wanted to test our idea, therefore I met with and interviewed potential users about their gym experience. We learned that indeed there was a demand for this product. We honed in on busy professionals looking to squeeze in a workout in their schedule.

Wireframes - Browse and filter locations

Wireframes - Find and reserve a trainer

Public Launch and Brand Inception

Our MVP was a booking tool for users to book our first spaces. Trainers quickly latched on and the word started spreading in the fitness community in Montréal.

I created a custom icon set representing the various amenities and equipment users could expect to find in our locations.

New Learnings and Insights

Ongoing interviews thaught us that a wide range of wellness professionals such as yoga teachers, massage and physcial therapists used our spaces. We then swapped the orange for beige to tone things down, and bring more of a mindfulness feel to the apps and locations. We also introduced new features such as remote door unlocking for a more seamless experience.

US Expansion - The New Silofit Brand and Design System

We raised a Series A which enabled us to expand into the US. Before the launch we redesigned the brand in collaboration with Marie Bocquet to be more fitting for the new market. We introduced a darker colour palette and picked new accent colours. The new design language was rolled out onto all touchpoints, from website, social media, apps, and more.

Quick actions to book a Silo, trainer, class and unlock the door to start your session.

We added multi-booking (Book multiple session in one go)

Browse and book coaches

iOS App Store Assets

Trainers can offer multiple sessions at a discounted price

Silofit was an incredible journey spanning 5 years. I grew tremendously both professionally and personally from all the ups and downs that come with creating a company.

Thanks to everyone who trusted us and all the talented folks we met along the way. Unfortunately Silofit closed doors in mid 2023 due to a downturn for Canadian start-ups.

Feel free to email me at hello@johanrosell.com. Otherwise, you can view my LinkedIn or check me out on Dribbble.