What We Did

Paid Social, Display Advertising, Performance UX, Landing Page Design, Checkout Optimization, Audience Segmentation, Personalization Strategy, Customer Acquisition, CAC Reduction, Lead-to-Purchase Conversion, E-commerce Revenue, Seasonal Campaigns, Holiday Marketing, Black Friday Campaign, Creative Testing

From Evergreen Messaging to Untapped Demand.
TRX needed to reach beyond its established audience and make its famous exercise system relevant to new fitness communities. We built distinct benefit stories for six segments and tested them against the evergreen control. The program identified two high-potential audiences for future rollouts and created a more efficient path from social engagement to purchase. It also gave TRX a stronger foundation for converting seasonal demand into e-commerce revenue.

Finding New Growth Beyond the Evergreen Fitness Audience

TRX had strong recognition among core fitness consumers, but its next stage of growth depended on reaching new communities with greater relevance.

• Identify untapped audience demand
• Lower the cost of acquiring new customers
• Shorten the journey from interest to purchase
• Capture more value during the holiday season

The challenge was to move beyond a single evergreen message and create a connected experience that could address different motivations without fragmenting the brand.

Personalized Media and Conversion Paths Built Around New Demand