Schwinn brand Refresh

Situation: To set itself apart from BowFlex and enhance its position in the bike fitness equipment market, Schwinn Fitness launched two new bikes as part of a branding initiative to refresh its image.

Action: We learned through new customer insights that our Schwinn customers “do it” for others, not for themselves. By highlighting fitness as key for personal well-being and supporting loved ones, Schwinn established a deeper emotional connection with customers. While known for outdoor bikes, this refresh of the home line sets us apart from competitors through moments of joy and connection, reinforcing Schwinn's reputation for high-quality fitness equipment and inspiring healthier, more meaningful lives.

Results: Clear brand differentiation instilled confidence in retailers, empowering them to place orders and trust in the two standout Schwinn home fitness products: the Upright and Recumbent bikes. The new visuals secured prominent in-store placements and have generated ongoing requests for brand signage.