A deep brand history with a vibrant community
In 1991, cyclist and entrepreneur John Baudhuin and South African ultra-distance cyclist Johnny “Johnny G” Goldberg introduced the world to indoor cycling.
28 years later, Spinning is a worldwide fitness brand with a loyal and passionate community of enthusiasts. They needed content that could inspire as well as communicate the features of their bikes and education programs.
Most people know Spinning as an activity (indoor cycling), but few are aware it's actually a brand.
We needed to make sure that the brand was present to drive more awareness about the company.
Also, the popularity of indoor cycling caused a surge of competitors in recent years. Despite inventing this category, the company needed to keep up with an increasingly competitive marketplace.
Over the years, we created several video assets, from marketing campaigns to online courses. We identified different user profiles and produced content targeting each one of them differently.
Those assets have been used across all the company's branding and marketing channels, from website to social media.
On Demand Rides
In addition to the home bikes, we also produced and helped launch Spinning Digital, a subscription service consisting of a library of online rides that residential users can stream through their tablet, phone or television.