FITBIT

INSIGHT: Elite athletes obsessively track and plan their workouts.

IDEA: Serious athletes can record nearly every workout by using Fitbit—there are 20 modes—and on the way to achieving their high level of fitness, they’ve never forgotten their unfortunate injuries and failed health regiments.

EXECUTION: Show Fitbit users doing a wide variety of hard workouts and sports while highlighting the unconventional stats related to workouts.