True Fitness
A Seamless Experience for a Premium Brand
TRUE Fitness has been providing premium commercial and home fitness equipment for over 40 years. After they acquired the Octane Fitness brand, they were looking to explore options for a new website. They wanted recommendations on whether to start fresh, or to simply restructure and potentially merge with the Octane Fitness website. With varying consumer awareness between the brands, some overlap between products, and similar site structures, we helped the team create an optimal ecommerce experience that markets and sells TRUE and Octane products for both residential and commercial use.
Premium
Exercise
Equipment
Club-
Quality
Home
Treadmills
Strategic Brand Positioning
We began with a brand workshop, which involved a deep exploration with key stakeholders to really understand the brand as it stood, as well as how it would ideally look in the future.
Armed with this information, as well as competitor and market research, we were able to make a strategic recommendation on how the company should position themselves to consumers — as TRUE Fitness the parent company and owner of two product brands, TRUE and Octane. We brought this to life through messaging and visuals, and created a brand guidelines document to ensure consistency across all consumer touch points.
Smart Structure
We ensured the site was strategically organized, beginning with a robust but user-friendly navigation. Visitors are able to seamlessly switch between commercial or residential products through the tabs at the top of every page, which remain visible on scroll. Each tab consists of its own navigation—essentially two sites within a single framework. This approach caters to the separate commercial and residential audiences, requiring different paths to purchase.
before
after
Elite Product Exploration
It was important to give consumers the ability to explore the equipment in various ways — we did this by incorporating product search and filter capabilities by type, line, and brand. On product specific pages, we added the ability to click or tap on pin points to bring up images, video and/or a description highlighting specific product features.
With a majority of visitors accessing the website on mobile, we were careful to take a mobile-first approach, but ultimately created a site that is easy to use from any device.
The shock-absorbing slat design provides extra cushion on impact
Marketing in Action
Once the brand guidelines and website were completed, we applied their fresh branding to various print marketing materials including: a commercial product brochure, print ads, and pop up banners for tradeshows.
