Situation

Star Trac Fitness, a privately-held company and the No. 4 fitness equipment manufacturer in the world, came to us with a desire to grow their business and expand market share against their larger, publicly-held and big-budget competitors. However, a major hurdle in front of them was that market growth in the category had stagnated and unless you were one of these highly visible brands, you weren’t on many gym owners’ radar screens. This was even more the case internationally.

The problem became pretty clear ?" how does a growing company stand out when your biggest competitors are busy maintaining and funding the industry status quo?


Strategy
Drawing on these crucial industry insights and market opportunities, we went back to Star Trac with a truly different approach and strategy ?" to be a vanguard company that is willing to take risks and break the status quo of their industry. To be about something more than just the latest treadmill. To focus on people instead of just product, and be the first company to take a leadership position in the fight against global obesity. The idea of “Expect Different” was born. From products, programs and partnerships, to the very way they do business, people could soon “Expect Different” from Star Trac at every turn.


Results so far
• Orders and sales have increased 30%

• Not only was Star Trac the darling of the IHRSA tradeshow, but they’ve also now captured the attention of the entire fitness industry and media including the Wall Street Journal, the LA Times and several international publications. Media coverage both inside and outside the industry is continuing at a steady pace

• Star Trac is the fastest growing fitness equipment company in the industry with no signs of slowing down

• Corporate partners including the likes of Apple Computer, Nike+ and Hansen’s Natural Sodas are now on board and working with Star Trac on several co-branding events and opportunities

• And a very telling antidote: The top salesman from one of Star Trac’s biggest competitors quit his job at the IHRSA tradeshow and joined Star Trac because he feels Expect Different is not only the future of the industry, but also something truly worth being a part of


Read Less