As the world’s only fitness equipment manufacturer dedicated to zero-impact cardio, Octane Fitness challenged Star to deliver high-impact results at the International Health, Racquet & Sportsclub Association (IHRSA) international convention and trade show.
Attended by health club managers and buyers from hotels and resorts, YMCAs and national chains such as Lifetime Fitness, the convention is a non-stop, high-energy show filled with everything from thumping disco to Jazzercize classes, from tennis lessons to equipment demos.
To succeed, Star needed to cut through the clutter and get people working out on Octane’s elliptical equipment so they could see for themselves why the company’s products are best-in-class.
To reinforce Octane’s commitment to perfecting elliptical machines, Star designed an elliptical-shaped exhibit that featured 24 of its machines. Eight on the outside of the exhibit—including a few on bright, white pedestals—were used to demonstrate the equipment and showcase workout routines. The other 16 featured trainer-led fitness classes anyone could attend. Colorful overhead signage and upbeat music helped attract attention to the booth, as did professional models.
The exhibit paid off: Star delivered the big-impact results Octane needed to consider the show a major success.