BOWFLEX HVT HOME GYM

Situation: In 2017, we were tasked with launching a "new era home gym" that combined strength and cardio in a single, innovative design.

Action: We successfully completed a 10-week testimonial program, resulting in an extensive library of storytelling content for TV commercials and our website. Additionally, we introduced an entirely new visual approach to our photography by collaborating with Dave Salafia. We also filmed video content to showcase a complete workout and highlight everything the HVT has to offer.

Results: While it was recognized as the "best Bowflex ever - SkiErg meets home gym," sales indicated that consumers prefer specialized equipment: cardio machines for cardio and strength equipment for strength training. In trying to create a 2-in-1 product, we compromised one aspect to enhance the other, which didn’t resonate well with our audience. When customers come to BowFlex looking for a home gym, they expect a focus on strength.