Taking the World’s Most Advanced Sports Training Brand to the Masses

Background

The world-wide leader in sports performance training, IMG Academy attracts more than 200,000 athletes from approximately 100 countries every year, including professionals from the NFL, MLB, NBA and PGA to its private, state-of-the-art 450-acre campus in Bradenton, Florida.
IMG Academy called on Aqua for help in launching Ignite 360, the distillation of the training methodology developed by IMG credited with transforming the performance of athletes from all levels and across the globe, but which had been held proprietarily by IMG for decades.

The Agency Enters the Ring

Aqua developed a campaign to position Ignite 360 with professional trainers as the solution to helping them achieve maximum performance for their businesses – just as trainers help clients achieve optimal results in their individual fitness programs. In addition to licensing the training program itself, Aqua helped IMG develop and market an advanced certification program to help trainers set themselves apart from their competition.

Handling all aspects of campaign development, Aqua devised a comprehensive communications program that included original photography, graphic design, print and online advertising, direct mail, email marketing, along with sales collateral and robust training support materials. In addition, Aqua helped develop innovative approaches to broadening adoption among trainers nationwide, including special events, social media, and other channels.

In addition, Ignite 360 was marketed directly to consumers via print and online advertising created by Aqua. Today, trainers and their clients are using IMG’s training system in cities across the United States, bringing the world’s most advanced training methodology to athletes across the country.