BOWFLEX REBRAND

Situation: Fit into these jeans. Look like your favorite celebrity. Push yourself past your comfort zone to be someone else. Our social media feeds are littered with these messages and external motives. People don’t want to be convinced they can look a certain way. They want to feel a certain way. In the sea of fitness options, no one is speaking to them. Over time, our customers also changed, and we didn’t change enough with them along the way.

Action: I was entrusted with leading the first-ever complete rebrand of our iconic home fitness brand, BowFlex. This extensive process took almost two years to accomplish. I meticulously guided every phase, from repositioning and engaging COLLINS as our agency, to formulating the brand strategy and implementing the final new system. Ultimately, I successfully steered our small internal team of four to execute both consumer and corporate identity rebrands globally within a short timeline, spanning web, social, packaging, product, and more. The new BowFlex has now established a profound emotional connection with consumers, providing a compelling and distinctive purpose in a market saturated with options that compete solely on price and features.

Results: The results speak for themselves: social engagement immediately increased by over 30%, and web traffic skyrocketed by 250%. BowFlex secured prime placement with key retailers, with the most influential retail partner affirming, "no one else is doing something like this." Seizing the opportunity, the executive team decided to capitalize on the momentum and initiate a corporate rebranding. Email marketing unsubscribe rates went flat, while promotional conversion rates doubled compared to previous designs. New e-commerce visitors were surveyed about how the rebrand landed with them: 75% said their purchase intent increased thanks to the rebrand.