We Hate Exercise is a health app designed to help Cystic Fibrosis (CF) patients stay active and manage their condition through tailored exercise routines.

The Founder, Sam, was initially uncertain about her target audience, attempting to appeal to a broad demographic. This lack of focus diluted her messaging and made it difficult to stand out in the crowded wellness market.

We guided Sam through a strategic decision-making process, helping her narrow down her target audience to focus specifically on CF patients. This clarity in direction was the turning point that allowed us to craft a narrative that directly addressed the unique challenges faced by this community.

We positioned We Hate Exercise as the go-to solution for the “Treatment Gap”—a critical yet under-discussed aspect of managing CF. By zeroing in on this niche, we differentiated the app from other wellness solutions, giving it a distinct and powerful voice in the marketplace.

The refined narrative lifted We Hate Exercise out of the crowded wellness app space and established it in a category of its own. This focused approach not only resonated with CF patients but also positioned Sam as a thought leader in a highly specialized field, driving engagement and setting the stage for future growth.