Kickoff began with a question: Why is it so hard to stay in shape and reach fitness goals?
It's important: the US and the world have never been so out of shape.
After months of investigation, the answer boiled down to two gaps:
- not knowing what to do to get in shape
- not doing what you know you should
A number of factors contribute to the knowledge gap:
Fitness relies on a coordinated effort across wellness, sleep, nutrition, exercise and more
Exercises must evolve every 1-2 months to sustain progress
Injury can easily result from a sub-optimal approach
Knowing what to do is hard, but trainers, dietitians, and doctors agree: the motivation gap is even harder. Behavioral economists have shown why.
In his ground-breaking book Thinking Fast and Slow, Nobel Laureate Daniel Kahneman describes how humans' logical, "slow" decision making system can be over-ruled in the heat of the moment by their intuitive, “fast” decision making system, especially when they are tired, stressed or hungry.
In the case of exercise and nutrition, this tendency to go the easy route has been reinforced by evolution. “Much of human development has been motivated by the imperative to conserve energy” which led to the development of "neurochemical reward systems that make movement [and healthy eating] less appealing” (Thomas Garland of UC Riverside via The New Yorker).
So, we come up with excuses about why we'll "workout tomorrow" or how "pizza is a perfectly nutritious breakfast."
We founded Kickoff to bridge these two gaps.
There are a few ways to overcome these gaps; all involved accountability to another human being. For 12 year old me, it was joining the Track team, for others it is shelling out $30 a session for Barry’s Bootcamp or SoulCycle 4 times a week — but generally the best, most comprehensive approach is a personal trainer. A great trainer provides a holistic exercise/ nutrition/ injury prevention plan and then makes absolutely sure it is carried out. The problem is that this sort of high touch trainer costs $3000 a month.
Fitness should not be a luxury reserved for the ultra-wealthy
By taking a modern approach to personal training that uses the latest technology to connect human to human and optimize the experience, Kickoff offers elite trainer results for $95/ month.
We combat the knowledge gap with an exercise, nutrition, and wellness program. We:
Do the research so the client doesn't have to
Optimize the program via analysis and machine learning
Track progress carefully and adjust course where necessary
We combat the motivation gap with our hands-on coaches, who:
Check in daily to deliver workouts, tips, and reminders
Monitor exercise completion, nutrition, sleep, and wellness to proactively address issues and drive accountability (in a supportive way - behavioral economists would call it a "nudge")
Stand ready 24/7 to help when the client has a question
The results have been amazing so far :D