One major barrier to success for TRX was consumer confusion over various products, their uses, their benefits and their value against alternatives and knock-offs. Existing content fell well short of solving confusion and conveying quality, leaving buyers without the information and confidence required to make a purchase. So we developed all-new content for social advertising, the redesigned website and other marketing collateral that specifically addressed these barriers to purchase.

We believe that content is important as a driver of action. So each content category was developed specifically to drive users forward on their path to purchase. Product photography was captured in macro detail, demonstrating the high-quality materials, simplicity and engineering ingenuity that have driven TRX’s success in the commercial gym space for years. New flat-lays clearly communicated for the first time exactly what’s included with purchase, including free access to the new TRX app, a major consideration for purchasing direct from TRX instead of Amazon. We also captured supplemental action photography that tied the physical product to the training app and various lifestyle personas. Product and action photography were complemented by new video headers on top-level pages, leaving no ambiguity as to what TRX is, how to use it and what the value is.