As a User Researcher at Cult, I partnered with the company’s only UX researcher to explore how people decide to join a fitness program and how that journey could feel more welcoming. Through 20+ one-on-one interviews and surveys with young adults, trainers, and staff, we mapped the decision arc from the first thought of fitness to sign-up. We found that motivations often stemmed from fatigue, health concerns, or lifestyle goals rather than only appearance, and that friends and family were powerful influencers. At the same time, barriers like intimidating gym environments, lack of personal guidance, and a trial period that felt too short held people back. These insights shaped key product changes—shifting the timing of friend-invite prompts, extending trial period exploration, and training staff to better support newcomers—making the Cult experience more personal, thoughtful, and inclusive.