FringeSport Case Study: Innovation and Business Strategies Analysis

This case study examines the FringeSport fitness program, focusing on its innovative strategies and business practices. It explores how FringeSport, led by Peter Keller, utilizes a product-based ecommerce model, reduces entry costs, and prioritizes customer service to build a strong brand. The analysis covers key aspects such as product-based commerce, customer retention, and the use of social media. The case study highlights the importance of innovation, digital marketing, and efficient inventory management in achieving market success. The evaluation concludes that effective strategies and ecommerce techniques are essential for enhancing business functionality and achieving product enhancement goals. The bibliography includes the source from Innovation Portal.

Running head: INNOVATION EVALUATION
Fringe Sports Case study
Name of the Student
Name of the University
Author Note

1INNOVATION EVALUATION
Introduction
The objective is to evaluate the fitness program for a sport company. CrossFit is referred
to the fitness program that focuses entirely on providing functional movement, high intensity and
constantly varied. It is important to develop proper fitness program so that it becomes easy to
manage the sports related activities. The paper will focus on evaluating the different principles,
and functions that are related to FringeSport.
Discussion
CrossFit fitness program focuses on evaluating the different factors associated with the
sports effectively. Peter Keller focused on launching the FringeSport by consider certain
concepts that includes focusing on developing product based ecommerce, reducing the low entry
cost, enhancing the savvy customer base and building real business performance among the
employees. It has been analyzed that with FringeSport offers a better value towards the CrossFit
and home gym. This mainly includes offering better fitness equipment at reasonable prices with
fast and free shipping. They also consider offering a better customer service as compared to other
gyms. FringeSport’s website mainly focuses on ensuring that every member associated with the
team is committed and ensures that they are actively working out. This ensures that a better way
of managing thee health is obtained.
In order to increase the efficiency the gym has also initiated the process of providing free
gymnastic rings at the starting to every owner. After evaluating the different working principles

2INNOVATION EVALUATION
and gymnastic features it has been observed that Keller gained better knowledge regarding the
way relationship needs to be maintained within an organization.
Concepts
According to Keller it is important to manage the enterprise values properly for succeeding in
the market. It can be stated that with the help of proper user driven innovation it becomes easy to
attract the customers. This will eventually lead to improve the performance and will offer an
innovative area for designing a product. The key criteria based on which the Keller evaluated the
Fringesport are listed below:
 Initiating product based commerce
 Reducing entry cost
 Customer retention increasing
 Initiating high branding potential
 Using social media for influencing the customer
 Investing $30-$100 M revenues in 10 years for development
Principles
Keller focused on using appropriate innovation for managing the products. Keller has
also focused on developing a solid relationship with parcel and courier companies so that it
becomes easy to communicate with the customers. FringeSport has gained a huge market within
5 years. The main reason behind wide enhancement is the proper use of digital marketing and
using proper inventory software for the purpose of removing the software related issues. It is

3INNOVATION EVALUATION
important to identify the issues properly so that the mitigation process can be carried out
successfully for the purpose of enhancing the business functions.
Conclusion
After evaluating the case study it can be stated that with the help of proper strategy and
ecommerce technique it will become easy to enhance the functionality. This will ensure that
proper processes are recognized for developing a better gym with all the necessary facilities.
Hence it can be concluded that with the help of proper goals and monitoring process the chances
of product enhancement also increases.

4INNOVATION EVALUATION
Bibliography
Bessant, J. (2020). Fringesport case study | Innovation Portal. Retrieved 4 March 2020, from
http://www.innovation-portal.info/resources/fringesport-case-study/