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Creative Brief  
*Tone when presenting: Passionate & Angry*

The Quick Pitch: 

NordicTrack, once a very recognized brand for at-home workout equipment, now lives in the shadows of Peloton. 

We explore the at-home workout category to understand where NordicTrack can jump back into the race.

What I did: 

  • Deep-dive into the social conversation surrounding the at-home workout category  

  • One-on-one interviews

  • Survey to understand NordicTrack Brand Recognition  

  • Presentation development

Background:

Developed in 1975 in Chaska, MN by Edward Pauls, who wanted

to create a ski machine to avoid training in freezing temperatures.

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*Survey information*

Among the Competition

NordicTrack is being forgotten:
  • 67% of the respondents chose Peloton as the best brand for at-home workout equipment

  • NordicTrack is not the only brand falling behind the current trend of Peloton

  • People feel as if NordicTrack is a want-to-be Peloton

Problem

The Category's Gone Soft

Once a leader of innovation in the at-home workout category, NordicTrack is now perceived as a company "playing catch up" to competitors like Peloton, who focus on a boutique, social, "lifestyle" fitness experience. 

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These are common words people use to describe the at-home workout category 

NordicTrack is getting lost in the noise of negative perceptions that reflect this new age of at-home workout programs

Misfit

Social Convo

*Survey information*
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Before Peloton, there was NordicTrack. 

It's time to stop chasing clout and re-start training with the silent grinders. 

Category Truth

Strategy

No One Truly Cares About Your Workout 

It's about the Grind

Thought Starter

Behind Closed Doors.

The only person showing up to this workout is you.

Real transformation happens when no one’s watching.

My team: 
Hannah Hugeback (Strategist)
Ivy Lu (Strategist)