ChAllenge

Tired of the seeing the same home exercise campaigns again and again, with overly-chiseled, unattainable bodies in spotless living rooms? So were we, and so was Nautilus. Nautilus came to us hoping to inject new life into the home equipment space–to position Nautilus as a brand that’s more human, approachable, fun, and relatable.

Action

We came up with the idea to survey owners of home exercise equipment to reveal what they really do and think about while they exercise. The survey, branded “Cardio Confidential”, exposed the secret thoughts and desires of home exercisers and became the campaign for real, and sometimes scandalous, conversations around working out in the privacy of your own home. We created arresting infographics and delivered these survey insights to the media.

Impact

The media was delighted. Men’s Health, Elite Daily, Bicycling.com, Ladders, The Colombian, and others jumped into the conversation around home exercise, totaling over 25 million unique impressions. We revealed truths about working out naked, fantasizing about personal trainers, and how many of us work out harder because of current events. In doing so, we drove brand awareness by creating a new, exciting type of discourse in an otherwise lethargic field.