Key Objective: A one-stop online health and fitness programme for preconception, pregnancy, postnatal mums, and busy working mums to be.
“Quiet Storm took the time to really understand what I wanted and identified the potential risks of not getting the security right. They explained the options and risks, namely I could spend a lot of money on the fitness videos and creating digital content, but without the correct protection its likely this would be compromised. They were the only company who identified what I needed and challenged the brief. They have always been responsive and provided advice in a way which demonstrates they have my businesses best interest at heart.”
Dr Joanna Helcké
Dr Joanna Helcké is a multi-award-winning specialist in pregnancy and postnatal fitness. Her passion for enabling new and expectant mothers to experience the incredible benefits of pregnancy and postnatal exercise, has led her to develop an innovative nationwide online specialist pregnancy and postnatal fitness and wellbeing system. This is accessible to women, wherever they live and whatever their previous fitness experience.
Issues: The greatest challenge was taking a locally based fitness business operating several weekly sessions across a portfolio of formats and developing a scalable online version. Jo had lots of great ideas, but recognised the best way to scale her business was online.
Her new business concept was to deliver pre and post-natal wellbeing information in a time specific to the individuals pregnancy and birth. Depending on the week pre the due date, or after the birth date, there would be relevant exercises, dietary advice, coupled with general health advice and tips. This was aimed at mums who, possibly due to work commitments, or remote locations, may not have time to meet at a specified time each day. So, the solution needed to be ‘self-serve on demand’ but which mirrored the ethos of her ‘in-person’ members groups – i.e. connecting like-minded people in the same circumstances, and helping them form friendships and share experiences through their pregnancy, and after child birth.
The greatest challenge was securely controlling the distribution of materials online, in other words, preventing the intellectual property rights of Jo’s fitness programme being compromised.
Resolution: An online product was created which enabled a user to register, enter their pre-natal or post-natal specific details, and join online via an ecommerce gateway. They would then get secure access to daily sessions and information relevant to their circumstances. This could only be accessed by the member via a secure login. In addition to the fitness videos, dietary information, general health advice and tips – was a chat form linking those members on the same journey. This also enabled them to chat with Jo, or post questions which she could answer, and others could comment on.
Soon after its launch, the website had members from English speaking countries all over the world, with a healthy online community online, sharing experiences and making friends.
Security of intellectual property rights was controlled by using a locked down video platform, and monitoring IP addresses of those logging in, so any suspicious activity (multiple IP addresses accessing the same materials) would be flagged to Jo for moderation.
Update: The membership has continued to grow, and Jo has since built on this virtual model to expand her products and services. Her additional portfolio of products is limited to the UK, as these are primarily around vegan food, chocolates and workshops.