Helping a niche training solution beloved by semi-pros become a global home fitness contender.
Setting the scene
Based in Barcelona, A-Champs is a sports tech brand that has attracted significant investment based on the adoption by many of Europe’s semi-professional soccer teams like Barcelona FC. But its ambition was to help people all over the world move and train better, not just superstars.
The Real Challenge
How do you launch a European sports tech in a cut-throat US market against the likes of Peloton?
Insights
We’ve been training to think that while sport can be fun, training should be hard, and serious. As a result, many fitness enthusiasts ‘sleep train’ leading to plateaus, reduced motivation and limited results.
The Strategy
We will need to tap into performance culture and create a desire for a new way to train.
The unique nature of the product, training programs and content leveraged a unique aspect of training – the power of playful unpredictably.
We would turn training into play.
Brand idea
Play up
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