_Page_01.png)
In Fall 2020, TrainHeroic, a fitness technology company, made a strategic pivot in their business focus, transitioning from serving academic and military solutions to targeting commercial coaches and athletes.
Recognizing the importance of a strong brand identity and messaging, TrainHeroic embarked on a transformative journey to establish a prominent presence in the mainstream market.
They understood that a robust brand strategy, compelling messaging, and a cohesive brand identity are essential to effectively engage with their target audience and differentiate themselves in the marketplace.
This case study examines the transformative journey taken by TrainHeroic and the services provided to achieve their brand transformation goals.
TrainHeroic's decision to shift their focus was driven by the realization that solely relying on the excellence of their product was insufficient to win over the mainstream market.
They recognized the need for a comprehensive approach that encompassed not only their product offerings but also a well-defined brand strategy.
To succeed in their new target market of commercial coaches and athletes, TrainHeroic understood the importance of establishing a solid foundation in brand strategy, messaging, and identity.
By aligning their brand with the unique needs and aspirations of commercial coaches and athletes, TrainHeroic aimed to position themselves as the go-to solution provider in the fitness industry.
TrainHeroic encountered 3 main challenges during their brand transformation journey.
Brand Strategy and Identity Revamp:
TrainHeroic faced the task of realigning their brand strategy and identity to cater specifically to the needs and preferences of commercial coaches and athletes. This involved understanding the unique challenges and goals of this target audience and ensuring that the brand strategy resonated with their aspirations. TrainHeroic needed to craft a compelling value proposition that set them apart from competitors and communicated the benefits of their solutions to commercial coaches and athletes.
Shortcomings in Visual Communication:
TrainHeroic's old visual communication lacked a solid foundation that truly represented the essence of their brand. The visuals did not effectively convey TrainHeroic's core values, personality, and the experience they aimed to provide to their target audience. To gain traction in the mainstream market, TrainHeroic needed to overhaul their visual communication to create a cohesive and authentic representation of their brand.
Repositioning for a New Target Audience:
As TrainHeroic shifted their focus to commercial coaches and athletes, they needed a comprehensive approach to reposition their brand. This involved conducting thorough market research to understand the unique needs, preferences, and pain points of the target audience. TrainHeroic had to develop strategies that would allow them to differentiate themselves from competitors and effectively communicate their value proposition to commercial coaches and athletes.
The implementation of the brand strategy and services rendered at TrainHeroic led to significant outcomes and played a pivotal role in driving TrainHeroic's success. The following metrics highlight the impact of the brand transformation and the effectiveness of the strategies employed:
Revenue Growth:
Through the brand transformation efforts, TrainHeroic experienced a notable increase in revenue. The implementation of the brand strategy and services contributed to driving over $1 million in recurring and new revenue for the first time in company history. This financial growth is a testament to the success of TrainHeroic's brand transformation in capturing the attention and loyalty of their target audience.
Increased User Base:
TrainHeroic's brand transformation efforts yielded impressive results in terms of user acquisition and engagement. As of 2022, TrainHeroic boasts over 194,000 monthly active users. This growth signifies the effectiveness of the brand strategy in attracting commercial coaches and athletes to the platform, solidifying TrainHeroic's position as a trusted fitness technology provider.
Marketplace Expansion:
TrainHeroic's efforts to reposition their brand for commercial coaches and athletes resulted in a thriving marketplace. Over 12,000 coaches and organizations now sell their offerings through the TrainHeroic marketplace. This extensive network of sellers and partners further reinforces TrainHeroic's position as a leading platform in the fitness industry.
Social Media Success:
The executed social media strategy produced remarkable results in terms of organic growth, engagement, and content interactions. TrainHeroic's Instagram account witnessed exponential growth, gaining 2.9k followers organically in a single month, which set a record for their account. Additionally, the social media strategy drove over 43,000 content interactions and 75.7% engagement rate per follower on Instagram within the same period.
SEO Optimization:
The implementation of SEO campaigns using Moz and strategic content optimization played a crucial role in enhancing TrainHeroic's online visibility. Over 140+ Training Lab blogs were redesigned and optimized, leading to targeted keywords appearing on the first page of search engine results pages (SERPs). These SEO efforts generated thousands of organic views to the blogs, driving relevant traffic and further establishing TrainHeroic's authority in the fitness industry.
Brand Strategy
Brand Messaging
Brand Identity
Marketing Strategy
Social Media Strategy
SEO Strategy
