Therefore Design

Client Brief

Re-design a range of gym equipment, to improve the mass appeal and augment user experience. The rationale to do so was to build a user perception of contemporary, and high-value equipment.

Our primary target audience comprised Sec C & C+ individuals. With the growing influence of the internet and new media, we discovered that this target audience sought extremely strong and solid equipment for their exercise. Yet, it had to complement their contemporary aspirations that were driven by fast-evolving visual appetites and experiential expectations.

Idea

Our study of their existing range revealed that the project was beyond a simple redesign, if the consistent and economical design was desired the inventory and manufacturing had to be standardised. We thus revised the scope to initiate process-level interventions that would help streamline the manufacturing process and deliver better design at nominal cost impact.

Execution

Our design journey for the Pehelwaan range of gym equipment was not without its challenges. First, we had to ensure that we did not exceed the current cost of the products beyond 10%, while at the same time, enhance the value proposition of the entire range itself. 

Second, the manufacturing process of the new design would rely on the prevalent resources, which meant that the setup was largely dependent on hand-building and assembly methods. Lastly, we had to also empower the fabrication team with systematic production processes, and help build higher competencies, to ensure the design to execution translation was error-free. Our design was inspired by the traditional Indian sport of Mallakhamb that features a wooden pole and is integral to an Aakhada (traditional Indian gyms or places where wrestlers train). We sought to achieve a balance between new-age sensibilities and modern methodology, with the age-old icon of strength and fitness. We carefully recalibrated the mechanisms of each product, to align with Indian ergonomic requirements. By standardising the design through the range, we streamlined the process of fabrication and assembly, thereby reducing manufacturing timelines. 

Our intent was to reduce the quantum of fabrication work and focus more on the assembly of the parts made by mechanised processes. This in turn helped reduce dependency on workmen, and enhanced efficiency. We also drastically reduced material variations and fabricated multiple components in larger quantities, which further brought down the per-unit cost. Furthermore, new technologies such as CNC bending, and laser cutting for metal pipes and tubes, facilitated an improved fit finish, with reduced errors and lower time spent for fabrication and assembly. Finally, we chose a vibrant colour combination of yellow and black inspired by heavy equipment, thus introducing a solid and macho feel to the equipment.

Therefore Design

Design

  1. Pune

Services

Clients

Category Experience

Employees

26-50 Employees

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