STAR TRAC FITNESS
As the #3 fitness equipment company in the world, 
Star Trac Fitness has quickly become a recognized innovator 
and leader in the health and fitness industry.

CHALLENGE
Differentiate and reposition themselves in an industry whose main 
focus has simply been on sales and new products.

SOLUTION
Be about something more than gym equipment by acting as a catalyst for healthy change in the lives and world that 
drive their business.

SERVICES DELIVERED
Brand Strategy
Concept development
Copywriting
Published on: 
2008
Web, Rebranding, Integrated
  • As the #3 fitness equipment company in the world, 
Star Trac Fitness has quickly become a recognized innovator 
and leader in the health and fitness industry.

    CHALLENGE
    Differentiate and reposition themselves in an industry whose main 
focus has simply been on sales and new products.

    SOLUTION
    Be about something more than gym equipment by acting as a catalyst for healthy change in the lives and world that 
drive their business.

    SERVICES DELIVERED
    Brand Strategy
    Concept development
    Copywriting


  • Expect Different / Star Trac brand repositioning statement.


  • Expect Different teaser microsite


  • COPY

    The Global Situation
    Between 1980 and 2000, obesity rates doubled among adults. Globally, there are currently more than 1.6 billion overweight adults - at least 400 million obese, and the numbers keep rising.

    Realtime Tickers:
    Obese adults around the world 
    Obese children under 5 around the world 
    McDonalds around the the world 
    People who have diabetes around the world


  • COPY

    Stage 1 Unaware

    Studies found that following a sedentary lifestyle is even more dangerous to your health than smoking. For people like Bob, who haven't even thought about being active, the goal is to not only increase their awareness of the risks of being inactive, but also the benefits of a healthy and physically active lifestyle. Would you like to get Bob off the couch and into your gym? Register now.




  • It's not often that something so simple does so much.


    Where some treadmills are good in one or two areas, ours is a bit of an overachiever in all of them.


  • Star Trac Website


  • OUR TREADMILLS SHOW HOW FAR YOU CAN REALLY TAKE SOMETHING.

    Treadmills are where we started over 20 years ago and we’re proud to have influenced their evolution more than anyone else over the years. Features like water bottle holders, personal fans, towel bars and a space for a magazine or music player that are now taken for granted were all Star Trac innovations. And user-focused breakthroughs, like the SoftTrac® impact absorption system and the Aero Bar™ comfort grip system, continue to put our treadmills a step ahead. From the E Series to the S Series, every time you step on a Star Trac, you’re experiencing the most intuitive, enjoyable and dependable treadmills running.





  • HEAVY LIFTING MEETS SOME EQUALLY HEAVY THINKING.

    It’s no secret that working out with plates is one of the most effective ways to train and condition, but it’s what you do with those weights that makes all the difference. That’s why our plate loaded line occupies its own unique place in training and on your club floor. Designed to make working out with plates as effective, rewarding and safe as possible.


  • IT MIGHT BE CALLED A STEPPER, BUT IT'S REALLY LEAPS AND BOUNDS AHEAD.

    A true step up and ahead of the rest, our steppers have been a study in refinement and innovation for years. By analyzing the hand and body positions of users, we continually fine tune performance across a broader range of body types and incorporate features previously unavailable on other machines. Glute Sculptor and Thigh Toner programs deliver muscle-specific workouts that answer the requests for more focused, motivational challenges. And our exclusive Famous Steps™ program invites you to scale world famous landmarks, including the Eiffel Tower, the Great Pyramid and the Empire State Building. Add in our intuitive displays and sleek look, and it’s easy to see why we’re continuing to make steps in the right direction.


  • HUMANSPORT
    A SYSTEM YOU CAN TAKE A PERSONAL INTEREST IN.

    Designed to reflect human body mechanics, HumanSport® is so simple, so intuitive and so natural that it feels as if it were custom-built for each and every user. 6 dual-function, cable-based machines act as 12 workout stations by utilizing dual weight stacks to provide a wide range of total body training options, including Base Strength, Core Stabilization and Dynamic Movement training. Never before has the beauty of natural movement been translated so well into an exercise environment.


  • Expect Different brand book and guidelines, miscellaneous collateral, catalogs, product sheets and newsletters.


  • IHRSA 2008 Tradeshow Booth


  • IHRSA 2008 Tradeshow Booth




  • Co-branding and product placement on NBC's hit show, The Biggest Loser. A partnership that still exists today.