THE BOWFLEX C6 BIKE

Situation: While the organization was heads-down to launch an app to support the smash-hit Max Trainer, the first-ever stationary bike from BowFlex was quietly rolling out with low revenue expectations or paid media support. I saw a huge opportunity.

Action: Following meetings with our product and insights team, we gained valuable insights. Our target customer seeks greater variety and control in their workout app. The revelation that our new bike can connect to any app led us to develop a compelling positioning: One bike. Limitless digital experiences. The variety our customers desire at half the price. We also identified a competitive advantage in leveraging Peloton’s high pricing for members, turning our initial concerns about competing with them into an opportunity.

Results: We launched by building hype and anticipation through social media and our email list file. Thanks to the quick smarts of our online consumers, the product's connectivity story soon took on a life of its own. Success drove urgent National TV spot requests (developed from already shot content) and Retail demand. The C6 has a 97% recommendation rate with over 2500 5-star reviews. The launch exceeded the forecast by 300%. 3.5M Year 1 Revenue. 2.5X TV Media ROI.