Life Fitness

Reimagining the world’s largest brand in exercise equipment, who is sold in more than 70 countries to hotels, fitness clubs, hospitals, military facilities, and universities.

After losing market share and having margins eroded by competitors, Brunswick installed new leadership looking to reimagine their global brand and selling strategies. MonogramGroup developed a new brand strategy, positioning, and message platform based on the psychographic drivers and end benefits of the brand’s primary users – not the purchasing decision makers or customers.

Our content and toolkit development covered a full spectrum, from a new brand design system to full audience-specific messaging, trade show branding, and internal collateral across multiple touchpoints.

Within two years, the new brand content and selling strategies had resulted in $100 million in incremental sales worldwide.

Photo of LifeFitness Main Logo.
Photo of LifeFitness Advertisement in booklet.


Over the course of two shoots, we captured both lifestyle and product photography aimed to capture the aspirational lifestyle empowered by LifeFitness equipment, and being mindful of inclusivity and equity.

Collage of Various LifeFitness Hero Photos. Male Athlete running with dog. One Female and One Male hiker walking happily in forest. Male Mountain Climber climbing mountain. Female Athlete running on beach. Male athlete in wheelchair shooting a basket ball extending arm to shoot basketball in hoop. One Male and One Female diver standing ankle deep in water at beach in late afternoon. Two Male Bikers carrying bike throw rocky stream. Senior Male doing Yogo on wooden bridge over water surrounded by forest. Male surfer on surfboard, smiling.
Photo Visuals of Various Pages from the LifeFitness Brochure
Photo of back cover of LifeFitness Brochure. "The destination is not as important as the journey. What we live for."


We built a substantial library of brand assets including a 50-page brand manual, 250-page product catalog, POS material for retailers, product sales literature, and more.

Photo Collage of various LifeFitness collateral.

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