Erica Pattni on the Importance of Demographic Awareness Artwork

Art of the App

In each episode of Art of the App, I talk with trailblazing founders, investors and other top minds to discuss their journey and role as agents of change. We dig into the frameworks, thought processes and values that help guide them from early ideas to the stand-out products and brands that people love and trust. Plus, what routines and philosophies do they live by and who are they learning from right now?

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Art of the App

Erica Pattni on the Importance of Demographic Awareness

October 05, 2021 • Michelle Cherian • Episode 21

While many different types of fitness experiences exist, Erica Pattni discovered the incredible balance of fitness and fun through her platform, ROWDY. While I’ve always loved how working out makes me feel since I was young, many Americans (75% to be exact) don’t enjoy goal-oriented fitness as much as the industry would seem to believe. This statistic helped inform how Erica Pattni is building her brand, ROWDY. In episode 21 of Art of the App Podcast, Erica Pattni and I discuss the importance of demographic awareness and marketing strategy.

Erica has spent many years in marketing from branding to market research. She was one of the first members of KIND, where she learned what it meant to roll up your sleeves and build something from the ground up. This started her passion for building brands. She created her own brand consulting business but eventually found that she was ready to create her own company, Rowdy.

Some of the things Erica and I discuss:

Why 75% of Americans aren’t exercising the daily or weekly suggested amount, and how Rowdy aims to change that by being ‘deceptively challenging’.
What makes fun fitness better than goal-oriented fitness for great, and why ROWDY will never focus on before and after pictures.
How to do research to land on your brand positioning, and how Erica figured out to take KIND bars to wineries.
Why your brand strategy is foundational and should be done at the start of building any company.

Erica has given listeners of Art of the App a coupon code. For $5 off a ROWDY plan use code: ART

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