She learns the currency of what wellness is about.” “We will say, ‘It’s the equivalent of three glasses of red wine.’ It connects the dots between activity and consumption. We don’t just say, ‘You burned 793 calories,’” ways El-Moursi. “Women are looking for deeper insight and connecting the dots.
The Mira, via an app on your phone, will tell you exactly. I’d argue it’s because they clash with everyone’s outfits, but Mira discovered that women didn’t know what to do with the data. According to a recent article in The Atlantic, half of the people who bought a tracker stopped wearing them, and a third of these stopped wearing it within six months. This is a problem with the tracker category in general. Second, women wanted to know why they should care about tracking their steps. In other words, make something that doesn’t look like a fitness tracker and stop asking me how many steps I took today. “Women said, ‘I don’t want to be asked, How many miles did you walk? How many steps did you do?’ We took this insight and translated into a product,” says El-Moursi. After months of ethnographic and market research, the company figured out a few things when it comes to women and tracker use, besides the fact that they want one that looks good.įirst of all, women prefer to be discreet about trackers and fitness. Mira is the brainchild of a team at Omron, the Japanese electronics company best known for making things like blood pressure monitors.
Fit bits that are not ugly full#
The full system costs $169, and you can buy extra bracelets for $99. It has a small clip attached so you can attach it to your waistband or bra strap if wearing jewelry while working out is not your thing.
I was nervous about wearing a rigid tracker, especially while running, but you can pop the actual tracker out of the bracelet. “I’m not looking for something to cover the ugly black rubber band.” “The distinction where we’re different is that we allow jewelry to change the DNA of the tracker,” she says. Suzanne El-Moursi, the chief creative officer at Mira, explains why just covering up an ugly tracker isn’t enough.
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