RED FITNESS NWA: Fitness Bootcamp

Project Date: Summer 2015 | Partner: Leon Evans

Idea Stage: Full baked idea

From the Northwest Arkansas Democrat Gazette - 

Red Fitness offering classes in Rogers

A pair of 23-year-old entrepreneurs recently started a new outdoor fitness club. 

Jenny Du and Leon Evans co-founded Red Fitness, a non-membership club that is supported through donations that pay for equipment, great instuctors and on-site child care. The group meets behind the Cross Church lake in Pinnacle Hills in Rogers. The 45 minute classes start at 5:45pm Tuesdays and Thursdays.

Evans has been a competitive runner for years. He competed in the Kentucky Derby Marathon in April and is training for the Air Force Marathon in September. Du is preparing for her fifth Tough Mudder in Tahoe in June. Both are training for the half Iron Man in Miami later this year.

Red Fitness was conceived under three issues Jenny and Leon identified as key obstacles preventing people from exercising regularly in Northwest Arkansas:

1. The restrictive gym membership contracts imposed upon the transient vendor/supplier community
2. The difficult choice between quality family time and health
3. And the limited options beyond Cross Fit and traditional gyms

Red Fitness is a non-membership club that is supported through donations, which fund equipment, guest instructors, and on-site child care. Whether you have a wrinkled bill in the bottom of your gym bag or nothing at all, there shouldn’t be any financial pressure that deters you from coming out and enjoying a challenging but fun 45-minute workout.

COVESIDE: Pocket Alcohol for the Adventurers

Project Date: Spring/Summer 2014

Idea Stage: Pre-market; Full baked idea

Brand Overview

Some of my favorite activities living in Austin during college included hiking the Greenbelt or camping in Hill Country, and nothing beat lying under the expansive Texas sky after a long day of hiking with a few drinks to toast with my dearest friends. Between the arduous weight of my backpack and the adherence of glass container laws, Coveside was created as a convenient and portable solution for carrying alcohol on any nature adventure. Coveside A-PAK's portable design was inspired by Gatorade's energy chews and Clif Shot Bloks, and the recipes included natural ingredients and delicious flavors. This product rebranded the concept of the "jello shot" and introduced it into the premium market.

Coveside addressed some of the most important trends in the alcohol industry in 2014, especially convenience and artisan craft. Identica, a design and brand strategy firm, highlighted some of the consumer trends in their 2014 Alcohol Trends Report:

About the a-pak pods

The A-PAKs had four components:

1. Alcohol
2. Mixer Base: Prickly Pear Cactus Water, Coconut Water, Juice, etc.
3. Flavor Additives and Sweeteners: Herbs, Syrups, Infusions
4. Agar Agar (a seaweed gelatin)

A Coveside unit came in a sleeve of six A-PAKS, equalling about a shot of alcohol, in order to deter excessive consumption. Flavors included: Mango+White Rum, Lemon+Rosemary+Tequila, and Maple+Amaretto+Cream.

what i learned

I can concede that I had absolutely no experience or resources to tackle a new alcohol start up in one of the most regulated markets in the US (quite frankly, I still don't). However, I ultimately wanted Coveside to seed an idea that alcohol can be redesigned responsibly to fit into any lifestyle.