Life Fitness has partnered with Leeds-based creative marketing agency, syn. to deliver a striking brand presence at globally renowned fitness expos in San Diego and Cologne.
With a strategic approach, syn. defined the spatial concept, consumer experiences and storytelling to amplify Life Fitness as the innovators within the fitness industry and used the expos as a platform to launch various campaigns that syn. has been creating over the past year.
The 775m-sq Life Fitness spaces were prominent for the brand at both IHRSA and FIBO shows, with over 1,000 exhibitors and 110,000+ visitors. The space included an exclusive invite-only area for top secret product development, whereby customers could collaborate with the company’s product innovation teams and engage in consultation.
Frank Van De Ven, CCO at Life Fitness said: “We were blown away by syn.’s support in delivering an exceptional exhibition area which had an enormous impact on the show – a response nothing quite like we have ever seen before.
“80 per cent of the products within the Life Fitness area were showcasing new and innovative fitness products and technology, so we knew we needed an agency who ‘gets it’ to deliver two significant projects of this scale for the business.”
Sonia Mendez, senior director – global segment and regional marketing at Life Fitness, added: “syn. has worked with us to deliver some ground-breaking campaigns over the last three years. Their understanding of our brands Life Fitness, Hammer Strength and ICG, has really shown in the execution of our stands at IHRSA and FIBO.”
Chris Newell, creative partner at syn. said: “It’s been such an exciting journey for syn. We have become pretty emotionally invested in the Life Fitness brand. We are particularly looking forward to launching their new cardio range later this year, which will undeniably disrupt and excite the industry.”
Creative marketing agency syn. is based in Leeds and works with some of the world’s biggest brands and retailers including Dr. Martens, Under Armour and adidas.
