Your personal path to fitness
What We Did
The Work
The challenge:
Bowflex needed to re-name its AI coach fitness app. Originally called the Max Intelligence Platform, or MIP, this cuting edge app had little name recognition and did little to communicate just how amazingly this app could adjust workouts to you as an individual. The new name needed to be aspirational and speak to each person's unique path to fitness.
The new name:
JRNY
Why it works:
This app creates workouts as unique as your fingerprint. The goal is to keep you motivated to “show up” with individualized workouts that meet you where you are, and give live feedback along the way.
JRNY is a friendly, yet tech-forward, name that successfully helps reposition this brand around a journey toward healthy habits.
Owler Hook:
Unless it can be said like a word, acronyms create little meaning or love. With JRNY, we leverage familiar social-speak conventions without losing the word "journey". In doing so, we enhance recall and a core brand concept.
