TRX is the fitness industry’s leader in Functional Training gear, programming and education.  My role included responsibility for leading the brand’s global marketing (digital, social, PR, content, product and channel marketing) and creative (design, copy and video) teams.  Oversaw the investment of a $5 million marketing budget to drive a $50 million commercial business.  Led a team of 10 marketers, designers and videographers to create and produce all marketing related materials and programs (sampled below). 

Invented by a Navy SEAL while on deployment, the TRX Suspension Trainer helped keep him and his team conditioned as elite tactical athletes.  Today, TRX Straps are used in thousands of clubs, gyms, studios all over the world and considered one of the most effective and efficient tools to develop and maintain functional fitness. 

As the TRX's growth strategy shifted to consumers (vs. fitness professionals), the brand's messaging needed simplification. Partnering with an outside agency (Bruce Mau Design), our planning started with brand's big idea, Move Better and promise, Empowering Your Pursuit of Better.  'Move Better' is the simplest definition and benefit of functional fitness - perfecting the movements your body does everyday and giving you a better foundation for movement, exercise, fitness and ultimately performance. 

BRAND CAMPAIGN //  The consumer campaign focused on better movement as an endless journey, not a destination.   The core message was always push, chase, reach for better.  It's no longer about working out to get ‘good’, then harder to…
 Over the years, TRX's imagery, visuals and messaging varied widely.  At times, it was gritty and dire or superhuman, others would be all-smiles and chipper.  The visual identity needed greater consistency and continuity - enviro…

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In early 2015, the TRX 'Better'  campaign kicked off with a series of brand film spots release through earned and paid social media.  The imagery and voice over centered around the understanding that we all have our thing, our passion, our pursuit.  TRX is the means to going longer, harder, faster and stay durable so you can wake up everyday and continue that pursuit.

DIGITAL MARKETING //  Technology has become a major ingredient to the in-store shopping experience. Shopping floors inherently have limited space for inventory and product stories. By leveraging technology, the brand and retailer are able to pr…

DIGITAL MARKETING // For this campaign, we shifted our media dollars from the historic print spend into a broad variety of digital executions, including; display, rich media, social media and retargeting ad spend.  We tracked metrics  so we could understand the spend's attribution to acquisition and sell throughs.  Above is a sampling of our initial display ads.  

SOCIAL MEDIA //  A key component of the 'Better' Campaign was to leverage original content and social media (both paid and organic) to connect with new consumers.  The gym rats knew us well, but the non-gym goers, those into running, …
 PACKAGING // In 2015, TRX expanded into Big Box retail, however the product packaging was not designed for retail.  Early performance at retail validated that the packaging needed to work harder to tell the product story. Beyond the …
 TRADE SHOWS & EVENTS //  Above you see how the new brand campaign came to life in a Trade Show execution.  IHRSA (the above show) is the industry's marque event for equipment manufactures. Our objective for the TRX Experienc…