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Bowflex Visual Brand Language
A new type of fitness consumer emerged during the early 2020s that BowFlex identified as “enthusiastic cross-trainers”. This demographic tended to be more urban, inclusive, well-educated, and generally more sophisticated about design. They also tended to exercise at home in smaller, urban residential spaces such as condos and apartments. BowFlex realized they needed to rebrand and redesign their offerings quickly to capitalize on this new demographic opportunity and catch up with the competition who were already serving those customers. ???????
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