Spinning® announced that it has completed its year-long rebranding effort. The new branding captures the vision of the results-oriented fitness program and the passion of the global Spinning community.
Based on extensive interviews and competitive research, Spinning unveiled a reinvigorated look at the 2014 IHRSA conference in San Diego. The new brand is rolling out across all touch points including websites, social media channels, Spinner® bikes, catalogues, packaging and apparel.
“Our rebranding effort is as much about getting back to our roots as it is paving the way to an even better future,” said John Baudhuin, the CEO of Mad Dogg Athletics. “We focus on empowering people: instructors, studios and other facilities to ensure they have incredible classes that generate results and keep riders engaged and motivated.”
As part of the brand positioning, a refreshed logo, a new visual personality and thoughtfully chosen colors will represent the brand, helping to increase its brand impact and expressing its unique personality. Diehard Spinning fans will be excited about the bold evolution of the logo, associated with the Spinning brand. The logo has been a source of pride not only for the company but also for its instructors and class participants, as evidenced by hundreds of photos of various tattoos submitted by devotees. A very special red will be a dominant color for the fitness brand, a reflection of the brand’s energetic personality.
The rebranding effort began in mid-2013 with in-person interviews and conversations with Mad Dogg Athletics executives and staff, certified instructors, master instructors, industry experts, facility operators and riders. The team gathered market insights with the ultimate goal of renewed clarity and alignment with a new generation of instructors, gyms, studios and riders. Post-interview reports contained life-changing stories from lifelong enthusiasts that overcame disability, lost weight, found their community and achieved sustainable results and empowerment.
“We’re bringing our original vision into this new era,” said Baudhuin. “Spinning’s® enduring legacy is a testament to its success in the fitness category, one person at a time. Still, we always want to consider and incorporate new science, technology and taste. This rebranding effort reflects that.”
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
