bowflex fitness that feels different

Situation: Share authentic stories and strip away the superficial. Focus on what truly matters: the emotions. In a home fitness space dominated by shirtless, chiseled bodies—something I’ve contributed to—we must remember that this isn’t reality. The dedicated individuals working hard at home aren’t just pursuing six-pack abs. As we headed towards a full rebrand, we embraced "Fitness That Feels Different" as a bridge to our inspiring future at BowFlex.

Action: I collaborated with the exceptional team at Herman-Scheer to launch a compelling campaign centered on real people sharing their authentic stories. We intentionally selected BowFlex customers from our social communities and aligned with influencers who embody the brand's future vision. Our narrative powerfully captures the essence of the BowFlex experience, showcasing how it empowers everyday individuals to feel extraordinary. We highlight the mind-and-body benefits, state-of-the-art technology, exhilarating post-workout rush, and personalized fitness solutions that keep our customers engaged. We seamlessly paired user-generated content with a striking graphic style tailored for vertical storytelling formats, combining impactful narratives and conversion-driven assets.

Results: The paid social (IG/FB) ad variations drove a 5X ROI without leaning on promotions and became the “control” assets over 6 months. Our management team was so excited about the social traction we received that they asked me to apply this new campaign messaging within a few weeks to a quick-turn TV spot.