schwinn fitness ic4 bike

Situation: Our organization was launching two brand-new indoor cycling bikes simultaneously. For BowFlex, this was their very first bike. For Schwinn, it was intended to be a standout product for both our retail partners and our direct-to-consumer business. However, one significant issue arose: the only differences between the two bikes were their paint colors and brand logos.

Action: We significantly enhanced the product positioning of unlimited riding choices, drawing inspiration from BowFlex, while revitalizing the Schwinn brand presentation. Our carefully selected, youthful, and energetic talent embodied the new spirit of Schwinn—radiating high energy and a passion for the ride. By harnessing cutting-edge technology options, we strengthened the already deep emotional connection that riders have with the brand.

Results: one of the most popular, best-selling, and retailer-requested products not named “Peloton.” This bike is legendary, period.