JRNY Connected Fitness Platform

Role

UX Designer, 0-to-1 Platform
Platform

Connected Fitness, Hardware + Digital
Surfaces

JRNY.com, Onboarding, Subscription & Account Flows

Building BowFlex's Connected Fitness Platform from the Ground Up

JRNY is BowFlex’s connected fitness platform: personalized workouts, adaptive coaching, and performance tracking across equipment and mobile devices. When I started, the web side of this ecosystem didn’t exist. There was no marketing site, no subscription signup flow, no account management, and no structured way for someone who just bought a piece of BowFlex equipment to activate and start using the digital platform.

I designed and built the web experience from scratch: JRNY.com, account creation and activation flows, subscription management, and the onboarding experience that served as the entry point for the platform’s growth from zero to 500,000+ members and 156,000+ paid subscribers by the time I left.

Strategic Outcomes

Designed the full subscription lifecycle: signup, plan selection, account management, and plan changes.

Designed the path from buying a piece of BowFlex equipment to actively using the JRNY platform that makes it valuable.

JRNY.com became the primary entry point for 500,000+ members to download the app, create accounts, and start subscriptions. 156,000+ became paid subscribers.

Defined how JRNY’s value proposition was communicated across every touchpoint, from BowFlex product pages to the JRNY site itself.

Business Landscape

JRNY launched as BowFlex’s response to the connected fitness market, where hardware products were increasingly paired with digital coaching and subscription services.

The JRNY app delivered workouts and tracking, but the web ecosystem that would support subscriptions, onboarding, and product education didn’t exist yet.

No dedicated website for the JRNY platform
No structured path from buying equipment to activating the digital experience
Unclear messaging about what JRNY actually provides and why it matters
No subscription signup, management, or account flows
Disconnect between the BowFlex purchase experience and the JRNY platform

Connected Fitness Ecosystem

The web platform sits at the center of JRNY’s ecosystem. It’s where equipment owners go to understand the platform, download the app, create an account, and start a subscription. Every other touchpoint (the app, the equipment, the BowFlex site) points here.

How the Work Was Organized

I approached the work in four connected layers. First, I designed JRNY.com as the central hub that introduces the platform and turns visitors into app downloads and subscribers. Then I built the subscription and account experience, giving users a way to sign up, manage their membership, and handle plan changes. The third layer was hardware onboarding, the flow that takes someone from unboxing a piece of BowFlex equipment to being an active JRNY user. Finally, I defined the platform messaging across both the JRNY site and BowFlex product pages.

Experience Improvements

JRNY Marketing Platform

Account Creation & Activation

Subscription Management

JRNY.com didn’t exist before this project. I designed it as the primary destination for understanding the platform, downloading the app, and starting a subscription. It needed to communicate a new concept (connected fitness tied to your equipment) in a way that felt simple and immediate.

The moment someone buys a piece of BowFlex equipment, they need a clear path into the digital platform. I designed the account creation and activation flows that close that gap, taking a hardware purchase to an active JRNY user in a few steps.

JRNY runs on a subscription model, so users need to be able to sign up, understand their plan, make changes, and manage their membership without confusion. I designed these flows to be straightforward even for users who aren’t used to digital fitness subscriptions.