May 5, 2021
Today’s guest is: Trent Ward
Who are they: Trent Ward is the founder and CEO of FORME
Trent Ward is the co-founder and CEO of FORME Life. He realized
first-hand that a busy lifestyle makes it challenging to get to the
gym, and so in the middle of a successful finance career, he
shifted focus to develop the most complete at-home fitness studio
he could conceive. After more than four years, and teaming with
virtuosos in every aspect of product and brand development.
including renowned designer Yves Béhar, and legendary personal
trainer, Harley Pasternak, the Studio was released.
Each day, FORME Life can deliver a personalized workout based on
the user’s preferences and current fitness journey. Aided by
machine learning and AI, the Full Studio can suggest the correct
resistance level for a given strength exercise and dynamically
adjusts as the user’s performance changes. FORME Life leverages its
stereoscopic cameras and advanced technology in human-centric
computer vision to provide accurate guidance on form and
When turned on, the display features a huge variety of live and
on-demand personal training sessions to suit individual needs with
a user-friendly touchscreen experience complete with voice
control. When turned off, FORME Life is a sleek mirror that
blends effortlessly into the rest of the home.
In this interview, we discuss: how the idea came about,
the journey to creation, how to source the team you need,
artificial intelligence, tips on how to make your own product and
so much more.
Here are some key points that I would advise you to concentrate
- Trent is CEO of FormeLife.
- Fitness can be convenient and accessible for all. Life can
throw up a number of barriers to stop you from participating in
sport, such as late-night working, travel delays, etc.
- Coronavirus has exposed our reliance on attending another
physical location to work out and when travel restrictions are in
place, we are forced to reevaluate how to work out in our own home
and the benefits to our lifestyle that can bring.
- Why did they decide to look at a functional and aesthetic mode
of accessory over a standard style of fitness equipment?
- How is his partnership with industrial designer Yves Béharwork,
and who is responsible for which side of the project?
- Yves thinks about the human using the project over just
considering the functionality of the project.
- How did they overcome the fear of starting a business?
- Trent went to a person who is knowledgeable about the industry
and asked for feedback. Leave your ego at the door, be open to the
knowledge of others and incorporate their teachings into the
project direction or potential stoppage.
- Thinking about starting your own business? The success of
Trent's project is the way it eliminates a human problem of
shortness of time and accessibility of equipment. What problems in
our lives could your project eliminate? How could you make our
- You do not need to do everything yourself. You can team up with
people in the industry to help you make the product, improve its
look, etc, etc. You can bring the idea and the money, and find
suitable teams and companies to support your work.
- Did they use focus groups or other market research
- What choices did they make with regards to the style and
pricing of the equipment?
- Trent sells on value rather than price. A one-off initial
payment might be worth more value to you than a subscription to the
gym or an inferior product when you consider the time spent
traveling, replacing broken equipment as it's badly made, spending
on something you don't use as it cant fit into your life.
- How did they plan out the various training modules and
equipment offered on their product? How did they plan the
functionality for release and potential changes as the fitness
industry changes over time?
- The planning they put into the artificial intelligence that was
built for the product.
- Trent's team asked for feedback from people on their fitness
and any potential roadblocks to them using their product. Instead
of taking criticisms or no's to the heart, be open to their
viewpoint - ask your customers, what would they require to
purchase? What could be better, what would they be open to. Be open
to change and project readjustment, as feedback may take you to a
greater level of success than you ever thought possible.
- Different user types will need a different style of use, a
different feedback method or intensity level, etc. With some
planning and open feedback requests, you can merge different styles
and appeal to a large customer base.
- Will there be an option to connect to a larger community from
- How did he source the people he required for the teams to
manufacture the units, create the AI, work the offices
- What does he want the evolution of 'The Studio' to be?
- Problems they encountered during the design, build, and
marketing ... and the fixes they found to help.
- What is his definition of success with this product?
- What has he learned from this project to create the ultimate
- "It's surprising how much of success is just showing up and
- Why did they decide to go with 'Forme' rather than 'Form' - are
they worried about potential issues relating to the name?
- How can you find more information, connect with Trent and Forme