Remember Bowflex? With the spandex and the infomercials and the shiny abs?  

They’re still around, and still a leader in home gym equipment. (And not just that weird bendy contraption either - now they make treadmills and bikes and steppy things too.) 

But when Peloton, Mirror, Tonal and Friends showed up with their VC money and sexy designer equipment, they ate Bowflex’s lunch, outspending them by truckloads and making that infomercial image feel even less relevant in the consideration set. 

Bowflex asked us to help them establish their voice and stake their rightful place in the home fitness market.

To do so, we went against the category. Instead of showing idealized bodies in lululemon exercising their way through the pages of Dwell magazine, we made Bowflex the fitness brand for the rest of us. People with jiggly bodies and love handles, kids who wake up at 6am and piles of laundry competing for our time, attention and energy. 

We created Stronger Every Day. A campaign to motivate people with a more attainable vision of exercise - one they can actually see themselves sticking with, day after day. 

Launch film:

We got lucky with the timing for our campaign launch. It came out just before That One Peloton Christmas Ad That Everyone Hated. 

Coverage: AdAge

Campaign Case Study: