Diem Fitness Social Club
Diem is a concept for a digitally enabled, shoppable social space for the fitness & wellness community. It features fitness classes, a juice bar, meditation room, and the ability to shop the latest activewear, athleisure, fitness accessories and home gym equipment. And most of all, Diem was a manifestation of Bridget’s decade-long conviction that stores are the social clubs of the future, and will eventually be society’s new favorite “third spaces.”
Bridget led the market research, brand strategy, and visual identity for Diem, as well as the business planning, financial forecasting, real estate negotiations and B2B sales. Brands including Joe & the Juice, APL, CLIMBR, and the Calm app were all excited to have a presence in the Diem shoppable club.
However, ultimately what we learned through the sales process was this: Brands were interested in subletting space in Diem to reach their wellness-focused target audience, but there were even more interested in leveraging Diem’s proprietary software for their own spaces.
And so, being one to always listen to the market, Bridget and her team pivoted, and what started as the brick-and-mortar club called Diem became a retail-tech platform called Visavis.
(Btw, if you want a Diem water bottle hit Bridget up. She has about 100 in a closet.)
