precor fitness

Launching New Motion @ Precor Fitness

 

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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:

  1. Develop a strategic go-to-market plan
  2. Refine the positioning and tagline for AMT, thus deliver a unified, consistent message across all communication material
  3. Proactively collaborate with Sales to provide interactive tools that engaged and excited customers about the next BIG offering from PRECOR
  4. 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

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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.

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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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Building Awareness & Trial: Precor x Hilton

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Problem State

Precor Fitness had launched into a strategic alliance with Hilton Hotels worldwide, as their fitness outfitter of choice. With the immediate integration of Hilton | Fitness by Precor workout rooms across the leading franchise locations, we wanted to develop promotional material that could be leveraged across the Hilton online properties to highlight their new gym amenities.

Result 

Playing from consumer insights, we collaborated with Hydrogen Advertising (Seattle) to develop this video that detailed our commitment, along with Hilton, to the best workout experiences on the road:  inspired experiences, quality equipment, clean facilities, best in class technology, etc.  Plus, in collaboration with sales development, we catapulted Precor to the #1 fitness provider in the hospitality industry.

Hilton | Fitness by Precor 

The freedom to move your way when your far away from home. 

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