SAN FRANICSCO, April 8, 2015 – After a decade spent firmly establishing its leadership in functional training solutions for athletes, trainers and health clubs, TRX is turning its attention to consumers and asking them to find their “better.” Today, TRX launched the “Better” campaign, a major consumer-focused brand campaign – an inspiring illustration of the achievement and improvement-driven lifestyle TRX exists to serve.
At the heart of the TRX “Better” campaign is an inspirational video manifesto. This exhilarating spot celebrates “The Pursuit of Better” and showcases TRX’s valuable role as the preeminent functional training brand. The video - live today on Youtube - will be the centerpiece of a multi-faceted digital advertising and social media campaign.
The campaign and a brand new website have been developed to drive the brand’s expanding global marketplace focus and footprint, including its debut in Dick’s Sporting Goods. In essence, TRX is pursuing its own “better” in its ongoing mission to deliver its innovations and benefits to consumers at every age and fitness level.
“The TRX ‘Better’ campaign is about the goal-driven mindset and lifestyle that we have stood for since the day the first TRX Suspension Trainer was created,” said Randy Hetrick, Founder and CEO of TRX. “TRX gear and workouts are designed to benefit anyone -- not just elite athletes and trainers, but anyone with the drive to improve their fitness, their performance and ultimately, their lives.”
In addition to the digital campaign, TRX also unveiled a brand new website with an elevated look and feel that integrate seamlessly with the brand campaign. The site will offer consumers an experience to ignite and fuel their pursuit of “better,” with groundbreaking TRX functional training products as well as a host of training workouts and programs. Functionally, the site is more intuitive, featuring an upgraded shopping experience. The website will continue to provide the highest level of products, programs and solutions for professional athletic trainers, fitness trainers and coaches, with new educational programs, certification opportunities and business development solutions.
TRX partnered with Toronto- and LA-based Bruce Mau Design to develop “The Pursuit of Better” campaign strategy, design its look-and-feel, and refine the overall TRX visual identity across all consumer touch points. To execute the campaign, TRX worked closely with local San Francisco agency IRON Creative to produce many of the campaign's marketing and advertising assets. For their brand films, TRX worked with San Francisco’s PenaBrand to create a visual manifesto of their brand strategy and campaign vision. The new website was designed by BASIC, a San Diego-based agency.
“To date, our success has come from helping many of the world’s greatest athletes and professional trainers find their “better.” As part of the natural evolution and next stage of our business expansion, we will intensify our focus on the global consumer market”, said Paul Zadoff, President of TRX.
TRX® now boasts more than 140,000 education program graduates in over 80 countries worldwide. The TRX™ Suspension Trainer and Rip Trainer are resident in over 35,000 facilities around the world and is the coveted training tool for elite athletes, personal trainers, physical therapists and strength and conditioning coaches alike, including 5 million users globally.
TRX® is the training fitness world’s preeminent producer and seller of functional fitness training programs, education and equipment for professional trainers, health clubs, military, fitness-minded consumers and athletes of all levels. TRX® designs and sells original products of innovative design and premium quality construction, including Suspension Training® and Rip® Training functional fitness equipment. Through a commitment to ongoing research and product development, TRX® is changing the way consumers exercise, athletes train for sport, soldiers train for combat, physical therapists rehabilitate patients, and exercise instructors train clients. TRX’s unique corporate environment and culture has earned recognition from leading media organizations, consistently ranking amongst the nation’s top companies within annual “Best Places to Work” listings from Inc. Magazine, Outside Magazine and San Francisco Business Times. TRX has also been a multi-time award winner on the Inc. 500 list of America’s Fastest Growing Companies. The complete line of TRX® products, training programs, education and accessories can be purchased directly from TRX® online at trxtraining.com. For more information on TRX® products, education and programming, call (888) 878-5348 or email email@example.com.