To differentiate itself from BowFlex and strengthen its position in the bike fitness equipment market, we leveraged the launch of two new bikes to drive a Schwinn Fitness branding initiative to refresh its image. Our primary focus: tap into consumers' intrinsic motivation to work out for others. By emphasizing the importance of fitness for personal well-being and as a means to care for and support loved ones, Schwinn aimed to connect with customers on a deeper emotional level. Schwinn has a rich history of being known for its outdoor bikes, but this refresh for our home line further shifts it apart from competitors in the industry. Through this new approach, he created moments of playful joy and interaction with loved ones to reinforce Schwinn’s reputation as a brand that provides high-quality fitness equipment and inspires and empowers individuals to lead healthier, more meaningful lives.

Results: clearer brand differentiation gave Retailers confidence to place orders and continue trusting the two key top-selling Schwinn home fitness products (Upright and Recumbent). New visuals received key in-store placement and brand signage requests.