From Garage Gym to Global Fitness Icon
Since 2008, we’ve helped build TRX from tactical product to global movement — shaping the brand, the voice, and the creative systems behind one of the most recognized names in fitness.
2,297%
2,297% 3-year growth after brand relaunch
20M+
video impressions
130%
increase in online engagement
Global
Global distribution across military, pro sports, gyms, and homes
Overview
TRX didn’t start as a brand — it started as a strap in a Navy SEAL’s gym bag.
We partnered with TRX from the earliest days to turn a piece of gear into a global movement — shaping the story, identity, and creative that fueled 15+ years of growth. What began as a product became a brand. What began as a brand became a category.
From “Get With the Movement” to the TRX Brand Voice System, we’ve helped guide TRX through launch, hypergrowth, acquisition, and now reinvention.
CHALLENGE
- Needed to unify fragmented messaging across athletes, trainers, military, and everyday users
- Lacked a core identity that could flex across campaigns, verticals, and global markets
- Creative was functional, not emotional — missing cultural relevance
- Brand needed a system that could scale from video to retail to product design
STRATEGY & SIGNALS
Turned a Product Into a Platform
- Positioned TRX around the human experience of movement — not just fitness outcomes
- Created a narrative that resonated across elite performance and everyday health
Built the Brand Voice System
- Defined a clear tone, messaging hierarchy, and brand DNA used across all creative
- Anchored in movement, grit, and clarity — not cliché fitness tropes
Scaled the Creative Engine
- Produced global video campaigns, sales tools, and digital content
- Drove cohesion across trainers, retailers, gyms, and ecommerce partners
Still Fueling Growth Today
- Support ongoing campaigns, creative development, retail messaging, and launch assets
- Partner in TRX’s continued global expansion and brand evolution post-acquisition
OUTCOMES
- 2,297% 3-year YoY growth during critical scale period
- 20M+ video impressions and industry-leading engagement
- TRX adopted in 60+ countries and across elite institutions (NFL, US Military, Equinox, etc.)
- Brand voice and creative systems still in use today — nearly two decades later
