“The Greatest Fitness Story Yet To Be Told” isn’t really an overstatement when you’re talking about Keiser Fitness.
Keiser has been making world-class exercise equipment for nearly 40 years. People whose livelihoods – and lives – depend on physical performance know Keiser. Top athletes in every major sport around the world. Police and Fire Departments. NASA. U.S. Army Special Forces. They all depend on Keiser strength and cardio equipment to keep them in peak physical condition.
But Keiser is less well-known among the general public, including the huge health club market. Keiser wanted to create a brand image that would help them “cross the chasm” from the early adopters already using its equipment to the larger mass market where the potential for growth is nearly limitless.
After a nationwide search that began with 500 agencies, Keiser chose Plan B to tell their story. We began with a deep-dive into the fitness market, uncovering insights that helped Plan B create a brand image that reflected the core Keiser philosophy: Because…’Good Enough’ Isn’t.
The new branding was debuted at industry tradeshows, on a brand new keiser.com, and through the Keiser sales force via a tablet-based sales app.