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Introducing new technologies to the UK fitness market

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iFit’s powerful technology delivers an expert wellbeing service. Through tracking data, members receive bespoke recommendations on the four pillars of health: exercise, activity, nutrition and sleep. Whether that’s via one of iFit’s smart watches, fitness trackers, sleep devices, or iFit-enabled home gym equipment from NordicTrack and ProForm.

Our task was to take iFit technology from the domain of early-adopters and tech-geeks, capture consumer attention and make iFit’s products stand out in the competitive but highly lucrative wearable tech mainstream market.

Solution

Adopting the strategy of creating a space to move in to, we developed leadership activities: innovative partnerships and influencer engagement; the generation of mainstream and media moments as well as bolstering reputation as a leader in fitness tech through international events such as CES.

Working with influencers and the media we capitalised on iFit being powered by Google Maps and the creative opportunity provided in being able to plot a route anywhere in the world and race it, be it the London Marathon or hiking the Alps.  This enabled us to showcase the category-defining aspects of iFit’s technology through a series of eye-catching events:

  • a world-record breaking treadmill event, where one blogger ran almost four marathons in 12 hours on NordicTrack’s incline Trainer;
  • the first ever half-marathon on the self-declared micronation of Sealand, partnering with Capital FM and securing an Olympic brand ambassador
  • comedian Micky Flanagan cycling part of the Tour de France from BBC’s The One Show studios.

Recognising a rising concern around people’s sleep quality, we also positioned iFit as thought-leaders in this growing territory. Launching their new sleep-focussed wearable tech we used consumer data to help iFit break into a new market with coverage on influential outlets like BBC Business.

Impact

Since 2011, we’ve increased volume and share of voice across mainstream media outlets: from BBC News, ESPN, Sky News to the Daily Mail, Top Santé and Shortlist while maintaining profile in tech titles such as T3 and Stuff.  We continue to inspire and grow online communities.  All of which has contributed to significant growth in market share in a highly competitive, high spend market.

Key learning

Using story telling techniques we have been able to showcase the unique features of iFit’s technology, making it interesting, newsworthy and fun!

If you would like to work with Munro & Forster on your project please get in contact.
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