BOWFLEX MAX TRAINER LAUNCH AND CAMPAIGNS

Situation: The Max Trainer is one of the best-selling cardio products, following Peloton. For over a decade, BowFlex has succeeded by focusing on a few standout products. The TreadClimber walking machine was popular for many years, but as consumer needs changed, the simple "just walk" message no longer resonated. The biggest barrier to working out became time, and people wanted a high-calorie-burning product that was efficient without sacrificing performance. With the rise of high-intensity interval training, our direct message became clear and impactful.

Action: The Max Trainer revolutionized the workout experience well before the era of digital apps. Our engineers ingeniously integrated a tach-style calorie burn display into the product to drive and motivate customers through their demanding 14-minute workouts, which became a cornerstone of our marketing strategy. This messaging powerfully resonated with consumers, directly addressing their primary fitness challenges. I led the new product test groups for the Max Trainer and oversaw all pre-production aspects, from casting to exercise and nutrition guidance, culminating in story development and production. Our continually evolving narrative about the Max Trainer has stood the test of time, bolstered by a diverse array of compelling testimonials and the promotion of a 2-in-1 workout solution, simplifying the purchasing decision for our customers.

Results: The initial launch product inventory sold out in weeks, leading to a historic run of decade-long strong sales globally and surviving knock-off copycats and lawsuits. By utilizing key trends and consumer data to launch the Max Trainer cardio product, we beat forecast by 480%. Max drove 100M+ in year one and continues to sell today globally.