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Star Trac has been shaping the fitness industry since 1979, building a reputation for innovation in cardiovascular and strength training equipment. As the fitness market evolved, so did the demands of gym owners, corporate wellness programs, and professional sports teams. Star Trac needed to expand its reach, strengthen its brand, and refine its sales and marketing strategies to keep pace with the digital transformation of fitness.
Watson worked alongside Star Trac to redefine its brand strategy, messaging, and market positioning, ensuring it remained a leader in an increasingly competitive industry. Through research-driven insights, digital transformation, and high-impact marketing campaigns, Star Trac not only reinforced its identity but also positioned itself as a cornerstone brand within the Core Health & Fitness portfolio.
In 2011, Star Trac became part of Core Health & Fitness, joining a powerhouse lineup that included Schwinn, StairMaster, Nautilus, and Throwdown. This acquisition presented both an opportunity and a challenge—how to integrate multiple legacy brands into a unified ecosystem while preserving their distinct identities.
Watson led an extensive brand discovery process, conducting executive workshops, customer research, and competitive analysis to define Star Trac’s core value proposition within the Core Health & Fitness family. The result was a clear, future-focused positioning strategy that leveraged Star Trac’s heritage while aligning it with the innovation-driven approach of its sister brands.
Fitness is personal, but selling fitness equipment is about understanding the buyers behind the brand. Watson developed detailed audience personas, identifying the key decision-makers across multiple sectors—gym operators, corporate wellness directors, hospitality executives, university athletic departments, and government fitness facility managers.
Each segment had distinct needs, from large-scale commercial gym owners seeking durability and innovation to corporate buyers prioritizing user engagement and wellness integration. By tailoring messaging and content strategies to these personas, Star Trac was able to refine its sales approach and build stronger relationships with B2B buyers.
Fitness equipment is a long-term investment. Buyers need data, case studies, and proof of performance before making purchasing decisions. Watson developed a high-impact content marketing strategy that positioned Star Trac as the authority on high-performance training solutions.
Through white papers, thought leadership, influencer partnerships, and in-depth product education, Star Trac’s messaging shifted from product specs to performance outcomes. The campaign focused on how Star Trac equipment improves user experience, gym profitability, and long-term durability, ensuring buyers had the information they needed at every stage of the sales funnel.
Photography and video storytelling became a cornerstone of the campaign. High-energy visuals captured the dynamic performance of Star Trac’s equipment, showing it in action across gyms, hotels, universities, and military training centers. Digital content was designed to be engaging, shareable, and optimized for multi-platform distribution, ensuring Star Trac’s presence extended across social media, email campaigns, and industry events.
Star Trac’s sales strategy had to evolve alongside the industry’s shift toward digital-first buyer engagement. Watson developed a commerce-driven website experience, ensuring that product discovery, comparison, and lead generation were seamless and intuitive.
Marketing automation played a critical role in nurturing leads through targeted email campaigns, retargeting strategies, and CRM integration. Prospective buyers received tailored content based on their interests, whether they were looking for group training solutions, connected fitness technology, or durable cardio equipment.
Paid media and SEO-driven content strategies ensured Star Trac ranked at the top of high-intent search queries, capturing demand from fitness facility owners, purchasing managers, and procurement teams searching for commercial-grade fitness solutions.
In an industry driven by hands-on product experiences, trade shows remained a crucial part of Star Trac’s marketing strategy. Watson developed a high-impact event activation plan, ensuring Star Trac’s presence at major fitness expos, sports performance summits, and industry trade shows was both memorable and results-driven.
Star Trac’s booth experience was designed for engagement and conversion. Product demonstrations were integrated with interactive digital displays, allowing attendees to explore Star Trac’s innovations in connected fitness, user-centric design, and high-performance training solutions. Post-event marketing strategies ensured that leads generated on the trade show floor were seamlessly nurtured into long-term clients.
The fitness industry continues to evolve, with connected technology, on-demand fitness, and AI-driven training solutions shaping the next wave of innovation. Star Trac is now strategically positioned to thrive in this landscape, thanks to Watson’s work in brand refinement, digital engagement, and data-driven marketing execution.
By integrating a unified marketing and sales strategy, Star Trac not only strengthened its North American market share but also reinforced its role as a category leader within Core Health & Fitness.
This transformation wasn’t just about increasing visibility—it was about shaping the future of how fitness brands engage, sell, and grow. Watson’s work with Star Trac laid the foundation for long-term brand equity, stronger market positioning, and continued innovation in the fitness equipment space.
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
