Adding More Muscle to a Worldwide Sports Brand
Igniting the sports training world
As the most respected name in sports performance training, IMG Academy attracts more than 12,000 athletes from approximately 80 countries every year, including professionals from the NFL, MLB, NBA and the PGA. For decades, IMG had kept their unique and thoroughly tested approach to training a closely guarded secret. This meant that if athletes hoped to perform at their best, they had no choice but to visit IMG’s state-of-the-art facility. However, as more and more athletes came through IMG, their training methodologies were already spreading outside their 450-acre campus in Bradenton, Florida.
Therefore, IMG created Ignite 360, a training program encompassing the vast knowledge and proven techniques IMG has relied upon for decades to help produce the next generation of star athletes. Ignite 360 would take the advanced training programs of IMG and distribute them throughout the United States via a network of independent personal trainers.
And when the worldwide leader in sports performance training needed help marketing their new program, they turned to an agency that’s leading its own industry. Working with IMG, we created a multi-pronged campaign to position Ignite 360 as the new system for professional trainers looking for a way to help them achieve maximum performance for their businesses – just like trainers helped clients achieve optimal results in their individual fitness programs. In addition to licensing the training program itself, we helped IMG develop and market an advanced certification program to help trainers set themselves apart from their competition.
To launch Ignite 360 and secure its spot in the marketplace, we created a campaign featuring professional photography, graphic design, print and online advertising, direct mail, email marketing, sales collateral, and robust training support materials. In addition, we helped develop innovative approaches to broadening adoption among trainers nationwide, including special events, social media and other channels.
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.