{"id":38148,"date":"2016-03-16T11:52:12","date_gmt":"2016-03-16T16:52:12","guid":{"rendered":"http:\/\/news.medill.northwestern.edu\/chicago\/?p=38148"},"modified":"2016-03-16T11:52:12","modified_gmt":"2016-03-16T16:52:12","slug":"can-you-sit-and-stay-fit","status":"publish","type":"post","link":"https:\/\/news.medill.northwestern.edu\/chicago\/can-you-sit-and-stay-fit\/","title":{"rendered":"Can you sit and stay fit?"},"content":{"rendered":"

By Sony Kassam<\/a><\/strong> and Sarah Very<\/a><\/strong><\/p>\n

Three University of Chicago graduates want to change the way people think about health in the workplace.<\/p>\n

Frustrated by the lack of affordable and accessible workplace fitness options during their summer internships and post-graduate jobs, Arnav Dalmia, Shivani Jain and Ryota Sekine decided to take matters into their own hands.<\/p>\n

\u201c[Our jobs] had involved sitting for six to eight hours a day, and it was affecting our health,\u201d said Sekine, now the chief operating officer at newly-formed Fitness Cubed Inc. \u201cWe started looking at solutions. There were standing desks and treadmill desks, but they cost upwards of $1,000 to $2,000. Right out of college, we didn\u2019t have the salary to afford those things. That\u2019s when we thought we had to create something.\u201d<\/p>\n

In 2012, the three friends developed an idea for Cubii, the “first- ever” smart under-the-desk elliptical machine.
\n<\/p>\n

\u201cDiscovering the Cubii has really changed my life at work,\u201d said Michelle Langley Laubach from Arlington, Virginia. She works in healthcare management and bought a Cubii to use at the office, while her husband bought one to use at home.<\/p>\n

\u201cI have really seen benefits,\u201d she said. \u201cI didn\u2019t ever go into it thinking of [Cubii] as a replacement for exercise or my workout\u2026 I think of this as like a supplement to it\u2026 it gives me that feeling of constantly being in motion instead of locked at my desk. It\u2019s been phenomenal. The biggest surprise I\u2019ve had is that I\u2019ve had to crank down my resistance because it really can be a workout.\u201d<\/p>\n

[vimeo 159156393 w=500 h=275]<\/p>\n

Fitness Cubed launched with Kickstarter<\/a> in June 2014 and raised approximately $300,000 — triple the company\u2019s $80,000 goal. The Cubii sold for $299 on Kickstarter and $319 on the Cubii website.<\/p>\n

\u201cThank God,\u201d said Jain, chief marketing officer\u00a0of the company, “because we needed even more money after that.\u201d<\/p>\n

According to Jain, Fitness Cubed then raised $450,000 from angel investors in a seed round of funding in April 2015.<\/p>\n

Between launching with Kickstarter and starting to ship in December 2015, the company saw $160,000 in revenue from 500 pre-orders sold through its website. \u201cThis was all due to organic traffic since we weren\u2019t focussing on actively marketing during that period,\u201d Jain added.<\/p>\n

Since hitting the market Dec. 1, Cubii has made a break into office spaces and homes around the world, selling approximately 2,600 units in the United States, Canada and Europe.\u00a0Its\u00a0top line\u00a0jumped from\u00a0$30,000 in December to\u00a0$90,000 in January and $120,000 in February.<\/p>\n

The company now\u00a0predicts 5 percent to 10 percent growth month-over-month, which would total $1.5 million in sales by year-end.<\/p>\n

Designed and developed at a Chicago design company and manufactured in Asia, Cubii is currently retailing at $347. It comes in two colors: chrome (silver) and noir (black).<\/p>\n

Jain said the focus of the company is to find more ways to seamlessly integrate exercise into people’s lives.<\/p>\n

\u201cWe\u2019ve realized this pain point doesn\u2019t exist just in the office,\u201d she said. \u201cLots of people are buying Cubii. They\u2019re using it while watching TV, they\u2019re buying it for their older parents who are using it while knitting…and a bunch of other things that we couldn\u2019t imagine because we didn\u2019t market it like that. People are buying it for their kids who have ADHD or for schools.\u201d<\/p>\n

Cubii also has a mobile app, which allows users to track and share their progress as well as compete with friends and colleagues. The Fitness Cubed team is in the process of integrating Cubii with fitness trackers.<\/p>\n

\u201cWhen we started out, there was this huge movement toward connected health and fitness,\u201d Jain said. \u201cEveryone was tracking their fitness. Our vision is going over and beyond that — it\u2019s providing an actual way to improve your health through exercise while still allowing you to stay connected in the fitness ecosystem.\u201d<\/p>\n

\n

\"ArnavHeadshot\"<\/p>\n

Arnav Dalmia, chief executive officer at Fitness Cubed<\/em><\/div>\n
Photo: Fitness Cubed<\/div>\n<\/div>\n

The idea first came to Arnav Dalmia, Fitness Cubed\u2019s chief executive officer, in 2012 while he was at a summer internship during his undergraduate studies. He brought Sekine and Jain on board, and the three used the University of Chicago Booth School of Business\u2019s New Venture Challenge<\/a> to garner support for their idea. The team placed second in the challenge, securing $15,000 and the chance to create their first prototype.<\/p>\n

\u201cOur initial prototype was this 3-D printed model that doesn\u2019t even move,\u201d Jain said. \u201cWe still have it.\u201d<\/p>\n

In addition to financing from the New Venture Program, Fitness Cubed gained $10,000 from Booth\u2019s Polsky Accelerator<\/a> program.<\/p>\n

Still, it took some time after graduation before the trio decided to quit their corporate jobs and pursue Cubii full time. Dalmia held a corporate job at Sears Holdings Inc. Sekine, who studied biology, also worked at Sears for about a year. Today, he manages operations logistics and product development for Fitness Cubed.<\/p>\n

Meanwhile, with an economics degree under her belt, Jain\u00a0secured a\u00a0fellowship with the Cook County chief financial officer. Now she manages the marketing, sales and customer relations for Fitness Cubed.<\/p>\n

\u201cWe were moonlighting for a year, just working on regular jobs,\u201d Jain said. \u201cThen we were getting so many people telling us, \u2018You should do this,\u2019 and we decided it\u2019s time to validate it.\u201d<\/p>\n

\"Cubii\"<\/p>\n

After working\u00a0at major enterprises\u00a0for a time, Jain and Sekine followed their passion for health and committed to Cubii full time. (Sarah Very\/MEDILL)<\/div>\n

Furthermore, the company has three advisors who \u201cguided us and helped us along the way. We gave a little bit of equity to them, thanking them for all their time and the value they bring to the company,\u201d Jain said. \u201cWe make them formally part of our company.\u201d Fitness Cubed compensates employees \u201cwith a bonus-based structure… It always helps to have the motivations aligned.\u201d<\/p>\n

Fitness Cubed recently hired an in-house digital marketer. According to the founders, the company\u2019s market strategy consists mainly of ad targeting, Facebook advertisements, adwords and retargeting. The team plans to bring on at least two more employees this year: one as a customer service representative, and one as a technology lead.<\/p>\n

Fitness Cubed also works with several global partners — a tech team in India that manages the Cubii mobile app, logistics partners in Europe, and a domestic partner in Los Angeles. These logistic partners \u201chelp with the last mile of fulfillment\u201d for all customers in the United States and the European Union.<\/p>\n

Additionally, the company has a customer service representative in the Philippines and a partner in Asia who manages the manufacturing of Cubii. They work with product assembly and a freight forwarding company to transfer shipments to Fitness Cubed\u2019s logistic partners.<\/p>\n

\"Cubii3\"<\/p>\n

Cubii comes in two colors, chrome (pictured here) and noir. (Sarah Very\/MEDILL)<\/div>\n

The company\u2019s main competitors are standing desks and treadmill desks. Although the products\u2019 value points are essentially the same, Jain said Cubii is \u201cmore accessible and is something that has less layers and hurdles to get into your workplace\u2026 It\u2019s ergonomic and becomes almost an unconscious motion.\u201d Cubii\u2019s sleek design and quietness are intended to blend in with the a user\u2019s office or home space.<\/p>\n

Laubach, the early adopter in Virginia,\u00a0works at a research institute with treadmill desks for employees to use.\u00a0But they “were more of a pounding on my knees and my lower back,\u201d she said. After reading an article about Cubii in 2014, Laubach remembers thinking, \u2018That\u2019s fantastic, my knees aren\u2019t going to hit the bottom of my desk or the top of my desk. I can sit there and not have to worry about my lower back.'”<\/p>\n

Jain\u00a0said fitness trackers are not competitors for Fitness Cubed because Cubii is a smart device that can plug into these trackers and allow customers to track their fitness goals. \u201cIt\u2019s a connected industry,\u201d Jain said. \u201cThe reality is that people lose motivation and they need to set goals. We can use this tracking technology to keep them challenged.\u201d<\/p>\n

Striving to\u00a0differentiate itself from its competitors, the company needed time to finalize the product vision — about 15 to 17 iterations, according to Jain.<\/p>\n

\u201cWe were not engineers, we were not designers, we had no formal background in anything remotely related to this. So it was pretty overwhelming to think where to start,\u201d Jain said.<\/p>\n

At first, the founders considered developing Cubii with the capability to generate energy from pedaling.<\/p>\n

\u201cUnfortunately, that didn\u2019t happen because we realized the costs were higher than expected,\u201d Jain said. \u201cGenerators were also noisy, and the angles, weight and height of Cubii had to be adjusted based on initial user feedback.\u201d<\/p>\n

In the future, Fitness Cubed hopes to expand shipment to countries in Asia where it sees demand, such as Thailand, Japan and Singapore. The company also plans to further evolve Cubii\u2019s technology and the app by customizing them for different markets.<\/p>\n

\u201cWe\u2019re hoping to release version two in the next few months,\u201d Sekine said. \u201cThat would incorporate advanced features, for example, being able to remotely control everything about the Cubii, like resistance and upgrades.\u201d<\/p>\n

Photo at top: Cubii is a smart under-the-desk elliptical designed to bring fitness into offices and homes. (Sarah Very\/MEDILL)<\/div>\n","protected":false},"excerpt":{"rendered":"

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