Fitness is about body and mind. By focusing on both, PERFORMIX became a bestseller, reaching new customers interested in more than just bulking up.
Six months after launch, the bodybuilding community made Performix’s fitness supplement SST the #1 bestseller at GNC. But the company needed to reach a wider audience of everyday athletes while still appealing to core customers. InterbrandHealth became an essential partner. Decades of brand building experience and an in-depth understanding of the health consumer informed the answer: a focus on the holistic role fitness plays in our lives.
First and second-hand research informed a strategic shift from aesthetics and fitness towards a luxury, lifestyle, and performance-driven brand experience. Performix isn’t just a supplement; it’s key to your daily pursuit of excellence in fitness and in life. It helps you get the most out of your workout, but success doesn’t stop there—Performix is a crucial part of a disciplined approach to your body, career, personal relationships, and mental health.
The new look of Performix used hallmarks of luxury, fashion, and retail while the design detail in the logo communicated the transformative shift that Performix delivers. A social media strategy that focuses on building a like-minded Performix community enhanced the experience.
Innovations in RTDs and protein bars helped to reinforce the brand’s mantra of “in fitness and in life.” The new products offered synergy between both natural (healthy) and synthetic (performance) ingredients, differentiating the brand, giving consumers the best of both worlds, and offering an entry point for non-supplement users into the Performix world.
Rather than cannibalizing current customers, the new strategy created leadership in the mass nutrition space for the brand and ensured loyalty of the new influential users Performix was after.
Less than one year after establishing the new brand in the marketplace, Performix became the biggest brand in the specialty nutrition segment and saw more than a ten-fold increase in its run rate.
Growth for the brand continues. Its CEO wanted to give back to his fellow veteran community. The CSR strategy had to link the dedication and mindset, the true grit of a veteran, to the driven mentality of the Performix user.
Fit Ops, a certified program that turns veterans into personal trainers, offered a way to reconnect the brand’s commitment to personal growth and excellence back to its core business.
Finally, the Performix ecosystem needed to exist beyond supplementation to offer a brand experience that could exist outside of just its products. Its first, best-in-class, personal training and innovation lab, Performix House, opened in New York City in 2018.