In 1986 Bowflex revolutionized the home exercise market, introducing one machine capable of performing dozens of exercises, with a minimal time commitment, all in the comfort of the user’s home. Today the name Bowflex is synonymous with exercise equipment, and the brand encompasses a broad range of strength and cardiovascular equipment, including two styles of home exercise gyms.
Connecting Users with the Brand
In 2013, Subtext created a blog to showcase the engaging content representative of Bowflex’s new lifestyle direction. New brand guidelines were implemented and custom elements for the blog, like “Fitness Is,” were developed to build an online community and increase consumer interactions with the Bowflex brand.
Cross Platform Integration
Integrating content and user resources throughout the Bowflex site was the most important part of the Bowflex Insider blog. We created the “Bowflex Connect” Fitness Dashboard to better connect users with core brand messaging. By infusing the blog content with individual workout data, users have easy access to valuable training tips, recipes and other material geared toward a healthy lifestyle.
Engaging with Fitness Focused Consumers
The Bowflex Insider Blog has become a great way for Bowflex to identify themselves as a Fitness Focused Company, accessible to all skill levels of users. The “Fitness Is…” application invites users to create a conversation cloud about what fitness means to them. This type of engagement with consumers has helped establish a new brand identity for the Bowflex line of products.