Background

Iron Grip is the market leader in strength equipment, with 50% share. The company is the preferred brand among fitness franchises, professional sports, collegiate teams and the U.S. armed forces, despite a price point that is three times higher than their competition. Since 1993, RiechesBaird has helped Iron Grip establish and solidify their brand position as the thought leader and innovator in a commodity-driven industry.

Issue

Several knock-off brands began entering the market and chipping away at Iron Grip’s market share. We recognized the need to reinforce the company’s leadership position with customers and business partners. Cost-conscious health club customers needed assurance that Iron Grip products offered the greatest value, highest highest-quality materials and superior construction. Business partners such as Life Fitness and Cybex needed confidence that they were licensing the best free-weight products available.

Strategic Insight

Over the course of Iron Grip’s 15 years in business, the company has introduced the 12-sided weight plate, won and defended multiple patents, and launched the urethane category. From its dedicated manufacturing facility in the U.S., Iron Grip also expanded its capabilities to include colorful customization.

Touting the fact that all Iron Grip products are manufactured in the U.S. proved to be a powerful messaging counterpoint to the influx of inferior products from overseas. The introduction of customized engraving capabilities also provided an attractive up-sell feature for health club owners, sports teams and the armed forces. Iron Grip was able to tap into the pride and commitment of these customer groups as an effective means of promoting their new product offering.

Result

RiechesBaird refreshed the overall Iron Grip brand look while developing advertising concepts that support the brand’s key messaging points: “Made in America” and “Experts in Urethane.” The design featured a unique, stylized photographic approach previously unseen in the fitness industry, combined with the use of duotone printing. The result was a dramatic new look that was incorporated into collateral pieces, multiple print ads and online applications. The company’s new look and messaging stood out from the competition and re-secured Iron Grip’s leadership position within the strength equipment category.

“Iron Grip has grown from a start up in 1993 to the world’s largest provider of commercial free weight equipment, and during that time, RiechesBaird has been our only agency. They’ve helped us develop a cohesive and powerful brand strategy, one that’s carried through in every brand effort and element we employ, from ad campaigns and collateral, to trade shows, website and software development. Working with RiechesBaird has been integral to our success.”

Michael Rojas
President
Iron Grip

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