Problem Statement
As I arrived at Precor (Nov 2006) the engineering team was in late stage development of the Adaptive Motion Trainer (AMT). This was slated to be the biggest innovation within the Fitness industry in 10 years, since Precor introduced no-impact fitness with the EFX™ Elliptical.
In less than 4 months, my team was to launch AMT to the world at the industry’s biggest tradeshow (IHRSA 2007), yet there we’re NO launch plans in place nor support material underdevelopment to build broad-based awareness for this new-to-the-world exercise modality – a single machine let you step, walk, jog or run.
Building Fast-Track Solutions
Leading the Commercial Marketing team, I quickly rallied the team to:
- Develop a strategic go-to-market plan
- Refine the positioning and tagline for AMT, thus deliver a unified, consistent message across all communication material
- Proactively collaborate with Sales to provide interactive tools that engaged and excited customers about the next BIG offering from PRECOR
- Create a stable of launch support materials to effectively target customers, raise awareness, and drive sales of AMT
Positioning the AMT for the WIN
AMT provided for a totally adaptive fitness experience that was based solely on the user’s desired motion: run, walk, and/or step. Totally a user defined workout experience, so finally a machine doesn’t control the user, rather user controls the machine. Ultimate freedom of motion in a no-impact format.
We developed a unique selling proposition around: Freedom of Movement
Launch Excellence – Building the BUZZ Among Gym Owners
Gaining trial of this new to the world equiment for use in leading fitness centers was mission-critical. We leveraged the fitness industry’s global tradeshow, IHRSA, to make waves with AMT.
But that wasn’t it, we leveraged immersive trial at leading gyms to give owners a feel for the user’s excitement around this new way of moving.
We also enable the Enterprise selling teams with a AMT pitch kits and introductory kits for use with leading accounts.
Results
- Most notable new product launch in Fitness industry in 10 years
- Viewed as Amer Sports / Precor gold standard for new product launches
- Deliver immersive trial and impact at IHRSA
- Achieved 120% of sales and 112% of ASP targets
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