fitness that feels different

Tell people’s true stories. Strip away the gloss. Focus on what matters: the feeling. In a home fitness space where shirtless, ripped, impeccable bodies (yup, I contributed to this) continue to be paraded around like reality - guess what? That’s anything but truth. Also, people putting in this hard work at home aren’t doing it just for the abs. As we chipped away at our future rebrand work, we knew this was the future of Bowflex and used Fitness That Feels Different as a bridge to everything next.

Results: paid social (IG/FB) ad variations from this campaign performed so well they became the “control” assets over a 6-month+ period.

Launch

I teamed up with the good folks at Herman-Scheer to create a campaign centered around real people telling their own stories in a social-focused way. We hand-picked real Bowflex customers from our social communities and selected influencers who we felt aligned with the brand's future direction.

Each real customer or content creator brought their unique fitness journeys, intentions, and goals to the campaign to inspire others to build their home gym.

The narrative gets to the heart of the Bowflex experience that makes everyday people feel extraordinary. It’s the mind-and-body benefits, the cutting-edge tech, the post-workout rush, and the opportunities for personalization that keep people coming back for more. Everyone is different…and Bowflex delivers fitness that feels different. The campaign was launched across paid and organic social media and our Bowflex email list. We paired UGC content from creators and customers with a distinct graphic system tailored to vertical storytelling formats across a mix of storytelling and conversion-focused assets.

Our management team was so excited about the traction we received in social, that they asked me to apply this new campaign messaging within a few weeks to a quick-turn tv spot. No biggie.