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BLOOD, SWEAT & TRAINING
Athleten Deutschland e.V.

We need to talk about the menstrual cycle! Gynaecological phenomena and the female menstrual cycle have so far received little attention in (elite) sport and training science. Yet the menstrual cycle has a major impact on physical well-being and athletic performance. And ignorance can be dangerous, especially in high-performance sport. Athleten Deutschland e.V. wants to change this with the help of a podcast and give these topics more space and a voice. Experts from medicine and science as well as Germany's top athletes are to provide low-threshold access to these topics through a relaxed and informative dialog.

Our role:
Design
Concept
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Implementation

The podcast is intended to form the interface between sport, health and feminism. It should find a perfect middle ground - between emotional and factual, between serious and humorous, between serious and relaxed. This tonality now needs to be translated into naming, branding and sound design. In a joint workshop, we use the objectives and target groups as a basis for developing the desired key topics, tonality and do's and don'ts for naming and branding. Several strong routes are tested by a focus group of 20 female athletes. In the end, a clear winner emerges: "Blood, Sweat and Training - The Podcast for Sport and Cycle".

Result

In July 2023, the first season went online in cooperation with the Institute for Applied Training Science and with the support of NDR 🩸Since then, experts and athletes have spoken on the podcast about topics such as cycle-controlled training, pregnancy & sport, RED-S, endometriosis and many more. The second season started in May 2024.

 

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