A brief background on Athlete’s Circle

Athlete’s Circle is a group of concept stores based in Singapore and Malaysia geared towards passionate athletes. Looking for a way to differentiate themselves from their competitors, they approached Savant Degrees to identify disruptive growth opportunities. We worked with them to create an innovative customer experience that exceeded the needs of their customers.

Understanding the needs of an athlete

We immersed ourselves in the community of competitive athletes to gain a deeper understanding of Athlete’s Circle’s customers.

Through participating in training sessions and races, we gained fresh insights into an athlete’s various stages of motivation. These insights allowed us to challenge Athlete’s Circle’s current business model and allowed us to propose new disruptive growth opportunities.

We then facilitated an innovation workshop where we worked with Athlete’s Circle to conceive a new seamless and exciting experience for their customers. We also partnered with Experience Design Studio OXD to redesign Athlete’s Circle’s physical space to align with their new positioning. By shifting their business focus, Athlete’s Circle was able to access a previously untapped market and extend their services to a wider group of customers.