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When Life Fitness, the world leader in commercial and home fitness equipment, developed VIVO, a high-end technology add-on, they faced the daunting task of marketing a very different kind of product to workout facilities worldwide. They needed to not only sell VIVO to facility operators but also educate and involve trainers in using the software post-installation, and engage exercisers in electronically tracking progress toward their personal fitness goals.
Life Fitness came to Street Level Studio with a product, a name, and a logo, but no clear messaging, marketing approach, or strategy. We helped them shift gears from the feature-heavy sales approach they normally used to sell commercial exercise equipment and developed a benefit-oriented marketing approach focused on the more abstract, emotional interaction of the users with the software.
We defined the product and identified VIVO’s compelling selling proposition for the three distinct target audiences: facility owners, trainers, and exercisers. Then we created a cohesive marketing plan that included a powerful advertising campaign and coordinated in-facility marketing materials — colorful counter cards, banners, window/door clings, brochures, signage, and incentives/giveaways.
The results? Street Level Studio constructed a complete marketing framework for this totally new Life Fitness product category and helped them establish a strong global brand presence for VIVO much sooner. In less than two years, more than 40 VIVO software systems will be installed around the world.
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