TRX, the maker of fitness training programs, education and equipment for professional trainers and fitness athletes, has launched “Better,” a major consumer-focused brand
campaign featuring a an inspirational video manifesto. This  spot celebrates “The
Pursuit of Better” and showcases TRX’s role as a
functional training brand.

The video will be
the centerpiece of a multi-faceted digital advertising and social media
campaign.

The campaign and a brand new website have been
developed to drive the brand’s expanding global marketplace focus and
footprint, including its debut in Dick’s Sporting Goods. In essence, TRX
is pursuing its own “better” in its ongoing mission to deliver its
innovations and benefits to consumers at every age and fitness level.   

“The
TRX ‘Better’ campaign is about the goal-driven mindset and lifestyle
that we have stood for since the day the first TRX Suspension Trainer
was created,” said Randy Hetrick, Founder and CEO of TRX. “TRX gear and
workouts are designed to benefit anyone — not just elite athletes and
trainers, but anyone with the drive to improve their fitness, their
performance and ultimately, their lives.”

In addition to the digital
campaign, TRX also unveiled a brand new website with an elevated look
and feel that integrate seamlessly with the brand campaign. The site
will offer consumers an experience to ignite and fuel their pursuit of
“better,” with groundbreaking TRX functional training products as well
as a host of training workouts and programs. Functionally, the site is
more intuitive, featuring an upgraded shopping experience. The website
will continue to provide the highest level of products, programs and
solutions for professional athletic trainers, fitness trainers and
coaches, with new educational programs, certification opportunities and
business development solutions.   
TRX partnered with Toronto- and
LA-based Bruce Mau Design to develop “The Pursuit of Better” campaign
strategy, design its look-and-feel, and refine the overall TRX visual
identity across all consumer touch points. To execute the campaign, TRX
worked closely with local San Francisco agency IRON Creative to produce
many of the campaign's marketing and advertising assets. For their brand
films, TRX worked with San Francisco’s PenaBrand to create a visual
manifesto of their brand strategy and campaign vision. The new website
was designed by BASIC, a San Diego-based agency.

“To date, our
success has come from helping many of the world’s greatest athletes and
professional trainers find their 'better.' As part of the natural
evolution and next stage of our business expansion, we will intensify
our focus on the global consumer market,” said Paul Zadoff, President of
TRX.
 
TRX boasts 140,000-plus education program
graduates in more than 80 countries worldwide. The TRX Suspension Trainer
and Rip Trainer are resident in over 35,000 facilities around the world
and is the coveted training tool for elite athletes, personal trainers,
physical therapists and strength and conditioning coaches alike,
including 5 million users globally.