British Fencing engaged with us in March 2020 looking for help with an app — Explore Fencing. The product had been started by another agency before we arrived on the scene.
The Explore Fencing App was supposed to be a free-to-download interactive asset. One of its purposes was to introduce fencing to beginners through fun games. Each game would come with a description, a how-to guide and a video showing users how to fence. It would be an engaging way to make the sport less daunting and more accessible for those interested, while supporting community fencing coaches’ onward delivery to over 250,000 unique fencing participants each year.
The app was also designed for BF’s Licensed Partner Programme and their coaches, such as activity centres like Centre Parcs or We Are Forging Futures schools. Their version would be paid and they’d get access to premium content, such as teaching materials. Coaches would also have the ability to tailor the content for their uses. This was how BF intended to commercialise the app – by distributing paid-for content.
But the app wasn’t fit for purpose. As James Craig, Commercial Director explains, “From a backend perspective, it was buggy and inefficient. Simple actions, such as adding new content to the system, were extremely time-consuming. We weren’t as concerned with the frontend, but it wasn’t as modern as we had hoped.”