BIG INTERVIEW
how they use the product,” explains Loftus. “Wattbike Atom is still very male and still follows that profile. I would say a lot of the road cycling for indoor training products are the same, whether it’s a turbo trainer or quite a large amount of the smart bikes. “If you look to Peloton, which is a health and fitness focused product, it’s got a much broader profile.” The starting point for all Wattbike products is an intrinsically motivated, dedicated fitness enthusiast at home. With the road cyclist catered to, it became about reaching the breadth of Wattbike customer “Ease of use was a primary factor,” says Loftus. “The other factors were recognising how many of our
teams in the world and the best gyms in the world, it sets a standard, which I hope then gets reflected in the home product. “We’re not complacent, we have to continue to develop our products for every channel.”
Wattbike Hub The Wattbike Hub is a training app which has hundreds of workouts and training plans developed by fitness experts, inspired and built from Wattbike’s expertise in elite sports and healthcare. Content on the Wattbike Hub has been overhauled alongside launches of the Proton and Air, including new workouts tailored for runners and an enhanced user experience. “We’ve slightly hidden our magic, which is the data and our training platform,” adds Loftus. “The free to use Wattbike Hub is a cornerstone of our product offering.
“By continually enhancing our training app we are providing our users with a holistic training experience that’s both highly effective and engaging.” When asking its customers why they opted for a Wattbike, second to quality and robustness was the standard and nature of the training platform – and the fact it is free.
“It’s a great USP, so we’ve really tried to put that much more front and centre,” adds Loftus. “We want to really accelerate
the interface to make it as accessible as possible.
potential customers were going to be multi-users, as well as offering easy adjustability for not just different sizes, but different use cases.”
Although the introduction of two new products is
Wattbike looking to grow its routes to market, the foundation of elite sport remains, as does its relationship with gym providers. “What we’re trying to do is try and bring all of these channels more closely together and let them work for each other’s benefit,” explains Loftus. “Elite sport as the foundation remains, then into the gyms and then direct-to-home. “By creating bikes that are trusted by the best sports
28 | October 2024
“It’s a big development area for us, but we already have our existing customers who are using it and really rate it highly. We just have to let more people know about it.” Development will also see further integration with third- party apps such as Strava and Zwift. “We want to make it as accessible as possible to improve people’s health and performance,” conculdes Loftus. “We recognise from our research that most people have two or three apps they use regularly with a Wattbike, so we’re keen to iron out any friction for those integrations. “Everyone will have different goals [when using a
Wattbike], we just have to make sure we’re ready for whichever goal that might be.”
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