Functional Fitness


B2C, Fitness

This is a case study of how an established business finds an business opportunity and decided to spin-off another brand altogether.

United Lifestyle is an established distributor of premium gym equipment to gyms, with well-known brands such as Precor under their belt. Besides the expensive treadmills, the gym operators are looking for a holistic solution that covers dumb bells and weights. United Lifestyle knows what makes a good dumb bell, so they went to a manufacturer to make one.

But they need a new product brand. That is how we came into the picture and how Functional Fitness was created. It envisions fitness as a function of daily living, providing optimal and safe exercise throughout their lifetime.