Air-Pro Launch Campaign
Brand 360 Applications
Perception
Culture
Operations
The Wattbike Air-Pro campaign positioned their latest bike as the ultimate, user-friendly fitness hub, appealing to both individuals, and gyms. By centring the messaging on “the core of every workout” and using bold, high-energy visuals, we showcased its versatility, technology, and performance benefits to all audience types. The campaign increased engagement, boosted awareness, and supported sales outreach.
Wattbike faced two key perception barriers in commercial gym environments.
Firstly, many gyms already had established cycling equipment, meaning any investment in Wattbike needed clear justification as an upgrade rather than a replacement.
Secondly, there was a widespread misconception among gym users that Wattbike was designed primarily for elite cyclists, making it feel intimidating and limiting its everyday use.
In addition, the brand was often perceived too narrowly as cycling equipment, rather than a versatile training tool for all sports and fitness levels.
The challenge was to reposition Wattbike as a core training device for all athletes and gym users, without losing its credibility in elite performance environments.
Air-Pro positioned as the ultimate fitness hub, driving engagement, awareness, and sales leads.
Our Approach
We developed a strategic product launch campaign for Wattbike designed to reposition the product within commercial gym environments and broaden its appeal beyond elite cycling.
The insight behind the work was that Wattbike faced two key perception barriers. While gyms already had established cycling equipment and needed clear justification for investment, many everyday users also saw Wattbike as equipment designed primarily for elite cyclists, making it feel intimidating or irrelevant to their own training. Alongside this, the product was often viewed too narrowly as cycling-specific equipment, rather than a versatile tool for wider performance training.
To address this, we developed the campaign platform “core of every workout”, repositioning Wattbike as an essential training tool across all sports and fitness journeys. This idea reframed the product from specialist cycling equipment into a foundational piece of gym infrastructure used for testing, training, and progression.
The campaign was supported by a simple and accessible messaging system; “test. train. repeat.” It was designed to remove intimidation, provide a clear entry point for users, and reinforce Wattbike as a repeatable tool for everyday performance improvement.
Together, the strategy and creative direction balanced inclusivity with elite credibility, ensuring Wattbike remained trusted by high-performance athletes while becoming far more approachable for everyday gym users. The result was a clearer, more flexible brand perception that supported both commercial gym adoption and increased engagement on the gym floor.
Research & Strategy
After aligning on campaign goals with the Wattbike team, we identified key barriers to engagement and conversions, defined the product’s core attributes, and clarified the benefits that would connect most with target audiences. These insights, supported by competitor and persona research, collaboration and moodboarding, shaped creative ideas and strategy.
The Core of Every Workout
By defining the Air-Pro as the heart of every workout, we built a narrative that connects movement, power, and performance. This was used across formats and mediums to craft a unified narrative.
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