AMP FITNESS
FOUNDING TEAM / HEAD OF DESIGN
2021–2025

AS THE HOME FITNESS CATEGORY MATURED, THE DISTINCTION BETWEEN A GYM AND A HOME BECAME INCREASINGLY BLURRED. MACHINES BECAME MORE CAPABLE, BUT ALSO MORE COMPLEX, MORE IMPOSING, AND INCREASINGLY DEPENDENT ON SCREENS AND FEATURES.

THE PROJECT BEGAN WITH A SIMPLER QUESTION: WHAT IS ACTUALLY NECESSARY FOR A GREAT STRENGTH-TRAINING EXPERIENCE?

THE ANSWER WAS A SYSTEM IN WHICH EVERY ELEMENT HAS A SPECIFIC ROLE. THE PHYSICAL PRODUCT WAS REDUCED TO ITS ESSENTIAL INTERACTIONS, WHILE THE COMPLEXITY OF THE WORKOUT EXPERIENCE WAS HANDLED THROUGH SOFTWARE.

EVERY DETAIL WAS CONSIDERED IN RELATION TO THE EXPERIENCE, FROM THE TECHNICAL ARCHITECTURE TO THE SMALLEST PHYSICAL INTERACTION. AS THE SYSTEM BECAME MORE INTELLIGENT, THE PHYSICAL INTERFACE COULD BECOME QUIETER.

THE APPARENT SIMPLICITY OF THE OBJECT IS THE RESULT OF A HIGHLY CONDENSED MECHANICAL ARCHITECTURE.

THE SAME LOGIC EXTENDED BEYOND THE HARDWARE, INTO THE WAY THE SYSTEM TEACHES AND COMMUNICATES.

THE TRAINING CONTENT WAS DESIGNED FOR THE SCALE OF A PHONE SCREEN, WHERE MOVEMENT, INSTRUCTION, AND WORKOUT INFORMATION ALL COMPETE FOR ATTENTION. THE ENVIRONMENTS WERE DELIBERATELY SIMPLE, WITH WARM, UNEXPECTED COLOR AND ENOUGH CONTRAST TO KEEP THE TRAINER AND INFORMATION CLEAR.

THE PRODUCT LANGUAGE CONTINUED INTO THE PHYSICAL ENVIRONMENT, WHERE THE SAME BALANCE OF PRECISION, WARMTH AND FUNCTIONAL CLARITY SHAPED THE FIRST US OFFICE AND SHOWROOM IN SOHO NY.

RED DOT DESIGN AWARD 2025
BEST WORKOUT TECH AT CES 2025
5 GRANTED DESIGN PATENTS AND 3 UTILITY FILINGS