The Ask: Convince the conscious athletes that you shouldn’t break your flow because short-term gratification hinders your performance long term. They should train their minds like a muscle.
The Answer: A distraction-free community that values mindfulness and athleticism.
Encouraging current users to try out Torch Trails.
When the weekend begins…
Conscious competitors head out on their day trip adventures hiking, climbing or surfing.
They receive a notification offering them a new and nearby trail introducing them to Torch Trails.
Addition to their app user interface.
Once on the trail…
No work emails, social notifications or other menial distractions while out in nature.
Our individuals whether through sport or occupation often are thinking about their need to focus, making it a trigger word for this tool.
Nominated local athletes.
In the Torch Trail community…
Specific individuals are awarded the Torchbearer title.
This builds social currency amongst the niche audience of conscious competitors.
Featuring a limited-edition Whoop Torch, the visual signifier of their expertise.