1. ACTIVE22
FOR GIRLS WHO TO PLAY
A C T I V E 2 2 . C O M | A E U D D L E M E D I A G R O U P C O M P A N Y
EXECUTIVE
SUMMARY

2. A C T I V E 2 2 . C O M | A E U D D L E M E D I A G R O U P C O M P A N Y
Active22 was founded with a lofty
but worthwhile objective: to inspire
young women to live better through
a potent combination of fashion,
fitness and finds.
MISSION

3. A C T I V E 2 2 . C O M | A E U D D L E M E D I A G R O U P C O M P A N Y
F a s h i o n : h i g h - q u a l i t y w o r k o u t a n d l e i s u r e w e a r s h o u l d n o t
c o s t a f o r t u n e n o r b e d i f f i c u l t t o f i n d . W e w o r k
r e l e n t l e s s l y t o c u r a t e t o p - t i e r a c t i v e a n d l i f e s t y l e f a s h i o n
b r a n d s t o p r o v i d e o u r m e m b e r s w i t h a c c e s s t o e x c l u s i v e
p r i c e s , s e a s o n a l l y - t h e m e d s h o p s a n d t h e b e s t f r o m t h e
i n d u s t r y ’ s t o p d e s i g n e r .
F i t n e s s : w e b e l i e v e i n h e l p i n g o u r m e m b e r s f e e l a s g o o d
a s t h e i r c l o t h e s l o o k a n d f i t , s o f o r e v e r y $ 1 0 0 t h e y s p e n d
o n o u r s i t e , w e r e w a r d t h e m w i t h a f i t n e s s c l a s s a t a
b o u t i q u e s t u d i o i n t h e i r t o w n o r c i t y . Y o g a , P i l a t e s ,
Z u m b a … Y o u n a m e i t .
F i n d s : t h e w e b i s f u l l o f i n f o r m a t i o n – s o m e o f i t g r e a t , a
l o t o f i t , n o t s o m u c h . W e t a k e t h e l i b e r t y o f g a t h e r i n g
c o n t e n t t h a t w e b e l i e v e c a n h e l p i m p r o v e o u r m e m b e r ’ s
q u a l i t y o f b e i n g a n d p u t i t i n o n e p l a c e t h a t m a k e s i t e a s y
t o f i n d a n d a c c e s s .
FASHION. FITNESS. FINDS.

4. CLASSES & MEMBERSHIPS
A C T I V E 2 2 . C O M | A E U D D L E M E D I A G R O U P C O M P A N Y
We plan, in the coming months, to
sell boutique fitness classes and
memberships directly on our site.
This process will be streamlined by
partnering with large franchises –
two have expressed early interest.

5. WHAT THEY’RE SAYING
A C T I V E 2 2 . C O M | A E U D D L E M E D I A G R O U P C O M P A N Y
“ W e a r i n g g y m c l o t h e s b e y o n d t h e g y m h a s n e v e r l o o k e d m o r e
a p p r o p r i a t e . I n d e e d , i n m a n y o f t h e w o r l d ’ s s t y l e c a p i t a l s , i t ’ s
d i f f i c u l t n o t t o n o t i c e t h e r i s e o f t h e p o s t - w o r k o u t l o o k . Y o g a
p a n t s a r e n o l o n g e r r e s t r i c t e d t o y o g a c l a s s ; i n s t e a d , t h e y ’ r e
w o r n w i t h a f a n c y f u r v e s t f o r l u n c h w i t h f r i e n d s o r a v i s i t t o
W h o l e f o o d s . ”
- F o r t h e A c t i v e w e a r M a r k e t , T h e r e ’ s N o W a y B u t U p ; B u s i n e s s o f
F a s h i o n ; J a n u a r y 1 5 , 2 0 1 4
“ S t y l i s h w o m e n ’ s a c t i v e w e a r i s b r i n g i n g i n t h e b i g b u c k s . W i t h
t h e c a t e g o r y s t i l l o n t h e c u s p o f g r o w t h , i t i s e v i d e n t t h e r e i s
s t i l l a l o t t o p l a y f o r . ”
- W h a t ’ s N e x t F o r W o m e n ’ s A c t i v e w e a r : D i s p a t c h e s f r o m t h e D e n i m
M a r k e t ; E u r o m o n i t o r I n t e r n a t i o n a l ; F e b r u a r y 4 , 2 0 1 4
“ A c t i v e w e a r h a s b e e n a r o u n d f o r a l o n g t i m e , b u t n o t s i n c e t h e
9 0 s - i n s p i r e d J u i c y C o u t u r e W a r m u p s u i t s h a v e w e s e e n s o m u c h
a t t e n t i o n t o t h e a c t i v e w e a r m a r k e t . ”
- A c t i v e w e a r I s N o t J u s t F o r A t h l e t e s A n y m o r e ; N P D G r o u p B l o g ;
F e b r u a r y 5 , 2 0 1 4
“ I t ’ s h u g e . I t ’ s t h e n e w u n i f o r m ”
- R o s e a n n e M o r r i s o n ; F a s h i o n D i r e c t o r , D o n e g e r G r o u p ; F e b r u a r y 1 0
2 0 1 4

6. MARKET SIZE
A C T I V E 2 2 . C O M | A E U D D L E M E D I A G R O U P C O M P A N Y
A c t i v e w e a r i s u p 9 % t o $ 3 3 b i l l i o n f o r t h e 1 2 m o n t h s
e n d i n g D e c e m b e r 2 0 1 3 , c o m p a r e d t o t h e t o t a l a p p a r e l
m a r k e t , w h i c h i s o n l y u p 2 % o v e r t h e s a m e t i m e p e r i o d .
S o u r c e : B l o o m b e r g . c o m P e r i o d r e f l e c t i n g J u n e 2 0 1 3 – M a y 2 0 1 4

7. TARGET AUDIENCE
A C T I V E 2 2 . C O M | A E U D D L E M E D I A G R O U P C O M P A N Y
We are specifically targeting
college-age girls. They follow trends
and many of them are priced-out of
luxury brands such as Lululemon or
Athleta.

8. COMPETITORS
A C T I V E 2 2 . C O M | A E U D D L E M E D I A G R O U P C O M P A N Y
K e y : A c t i v e w e a r U S A , I m p a c t F i t n e s s , E v o l v e F i t W e a r
- N o p e r s o n a l i t y b e h i n d b r a n d s
- L a c k o f c o m p e l l i n g v a l u e p r o p o s i t i o n
- P o o r m o b i l e p r e s e n c e
- U n i n v i t i n g U I
- S a m e t a r g e t a u d i e n c e
A c t i v e 2 2 ’ s c o m p e t i t i v e a d v a n t a g e s
- B r a n d w i t h p e r s o n a l i t y
- U n i q u e v a l u e p r o p o s i t i o n ( f r e e c l a s s e s )
- S t r o n g m o b i l e p r e s e n c e ( p l a n t o b u i l d m o b i l e a p p )
- I n t u i t i v e U I
- P a r t n e r s h i p s w i t h b o u t i q u e f i t n e s s f r a n c h i s e s

9. VALUE TO MEMBER
A C T I V E 2 2 . C O M | A E U D D L E M E D I A G R O U P C O M P A N Y
M o r e t h a n j u s t s t y l e a n d s a v i n g s : w e a r e b u i l d i n g a
c r e a t i v e a n d a u t h e n t i c c o m p a n y t h a t a i m s t o h e l p i t ’ s
m e m b e r s l e a d h e a l t h y l i f e s t y l e s t h r o u g h a m i x o f
c o m m e r c e , c o n t e n t a n d c o n d i t i o n i n g . W h i l e c o m m e r c e i s
c e r t a i n l y t h e c o r e p a r t o f o u r o f f e r i n g , w e s t r i v e t o
e n g a g e o u r m e m b e r s w i t h a v a r i e t y o f u n i q u e f e a t u r e
s e t s , t o o l s a n d s e r v i c e s .
A b r a n d t h a t s p e a k s t o i t ’ s m e m b e r s : w e a r e t a k i n g o u r
b r a n d n a m e – a n d a l l t h a t i t s t a n d s f o r – v e r y s e r i o u s l y .
F r o m o u r U I , t o o u r C o l l e c t i o n s , t o o u r C o o l C l i c k s ,
e v e r y t h i n g w e d o i s d e s i g n e d t o s p e a k d i r e c t l y t o o u r
m e m b e r s a n d e s t a b l i s h a m e a n i n g f u l r a p p o r t .
L o n g - t e r m g a i n : t h e m o r e o u r m e m b e r ’ s s p e n d o n o u r s i t e ,
t h e m o r e t h e y w i l l h a v e t o g a i n . O u r a p p r o a c h h a s b e e n
s h a p e d i n s u c h a w a y t h a t k e e p s m e m b e r ’ s c o m i n g b a c k
f o r m o r e o v e r a s u s t a i n e d p e r i o d o f t i m e .

10. BUSINESS MODEL
A C T I V E 2 2 . C O M | A E U D D L E M E D I A G R O U P C O M P A N Y
Apparel & Accessories
%50 adjusted profit margin
(wholesale) - $12 (avg. fitness class
price)
#$380 profit per $1000 of sales
Future potential: advertising
Large expected
meber base
High quality
member data
Premium
targeted ads
High profit
potential+ + =
Memberships & Classes
$40 listing monthly. $400 hosting
annually (2 months free)
#$400,000 annually per 1000 studios

11. USER ACQUISITION
A C T I V E 2 2 . C O M | A E U D D L E M E D I A G R O U P C O M P A N Y
S o r o r i t i e s : w e h a v e b u i l t a l i s t o f 8 0 0 s o r o r i t y p r e s i d e n t s
t h r o u g h o u t t h e c o u n t r y . W h e n s c h o o l r e s u m e s n e x t f a l l ,
w e p l a n t o e n g a g e w i t h a l l o f t h e s e c h a p t e r l e a d e r s ,
r e c r u i t b r a n d a m b a s s a d o r s ( i n e x c h a n g e f o r d i s c o u n t e d
p r o d u c t s ) a n d h o s t a r a f f l e c o m p e t i t i o n f o r m o s t n u m b e r
o f s i g n u p s .
B o u t i q u e s t u d i o s : a s w e a r e p r o v i d i n g b u s i n e s s i n t h e
f o r m o f c l a s s s i g n - u p s t o b o u t i q u e f i t n e s s s t u d i o s , w e w i l l
b e “ p a r t n e r i n g ” w i t h s t u d i o s t h a t a g r e e t o a d v e r t i s e o u r
c o m p a n y t o t h e i r c u r r e n t m e m b e r s b y a d d i n g t h e m t o t h e
d a t a b a s e o f f r a n c h i s e s f r o m w h i c h w e p u r c h a s e c l a s s e s .
S p o n s o r e d b l o g p o s t s / a d s : w e h a v e c o m p i l e d a l i s t o f o v e r
3 0 0 p o p u l a r b l o g s a n d m e d i a s o u r c e s i n t h e h e a l t h y l i v i n g
s p a c e f r o m w h i c h w e p l a n t o r u n s p o n s o r e d b l o g p o s t a n d
a d v e r t i s e m e n t s .

12. RISKS & PRECAUTIONS
A C T I V E 2 2 . C O M | A E U D D L E M E D I A G R O U P C O M P A N Y
Low barriers to entry: new comp
Lack of user commitment
Low user rate referral
Existing companies copying
features
Slow initial growth
Develop unique brand presence,
strong following, innovative
product
Present high value proposition
(free classes for every $100 spent,
quality content)
Push high value of social sharing,
invites
Develop strong, committed user
base and close relationships with
partners partnerships
Push more incentives, build around
customer feedback
Risks Mitigate Precautions

13. EXIT STRATEGY
A C T I V E 2 2 . C O M | A E U D D L E M E D I A G R O U P C O M P A N Y
Fashion brands: looking to break into
or expand presence in activewear
market.
Scheduling software brands: looking
to leverage fitness class scheduling
and break into activewear market
Fitness franchise brands: looking to
break into activewear market and
grow user base.

14. farai@euddle.com
A C T I V E 2 2 . C O M | A E U D D L E M E D I A G R O U P C O M P A N Y
EXECUTIVE
SUMMARY