• by Aaron Baar , April 9, 2015

Having spent the past decade courting professional athletes and trainers, TRX — a maker of suspension fitness equipment that attaches to walls and ceilings for exercise training — is launching a bid to become a well-known consumer brand with a new campaign urging people to find their “better.”

“We’ve spent 10 years building a lot of equity in our brand with the ‘pro-sumer’ market,” Derek Keller, TRX’s vice president of global marketing, tells Marketing Daily. “While that’s the bedrock of our business, we’re telling the functional fitness story of our brand to [general consumers] because that’s where our growth will come from.”

A new video from the brand (being shown on YouTube and on the brand’s Web site and social channels) speaks to the “Pursuit of Better” and TRX’s role in finding that ideal. The video depicts people exercising and engaging in recreational sports (surfing, skiing). “We are runners, boarders, fighters, speed-freaks, hell-on-wheels,” says a voiceover. “And yet, we are all chasing the same thing: a better version of ourselves. Grab, push, pull and earn your way there with TRX.”

“We wanted to build a link to what consumers’ passion is, and how functional training fits into that,” Keller says. “No matter who you are, you have a passion, and functional fitness while help you do that better, faster and longer.”

The video is part of a larger digital and social campaign that includes a redesigned, more consumer-friendly Web site. The site gives consumers the ability to view TRX products, training workouts and programs, as well as an upgraded online store. The brand is also launching in Dick’s Sporting Goods retail outlets for more consumer awareness. 

“We’re giving everything a fresh, new look,” Keller says. “This is the next chapter of our growth.”

TRX worked with Bruce Mau Design to develop the campaign’s strategy and visual identity, while IRON Creative produced many of the marketing assets. (Although the video was created by PenaBrand in San Francisco and BASIC in San Diego handled the Web site development.)