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NewswireToday - /newswire/ -
San Diego, CA, United States, 03/06/2008 - Star Trac, the fastest-growing commercial fitness company is geared up to take on global obesity through its Expect Different campaign for change. The company is teaming with like-mined companies and groups in order to make a significant change.
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Star Trac, the fastest-growing company in commercial fitness, began unveiling the many ways that it plans to deliver on its Expect Different campaign, here in booth #2915 at IHRSA 2008, one of the health and fitness industry’s premier events. The Expect Different campaign for change, created in response to the worldwide health and fitness crisis, started as a movement within Star Trac and is now expanding beyond the company.
“We believe industry leaders need to be a catalyst for change,” said Steve Nero, president of Star Trac. “Our ‘Expect Different’ campaign is about taking a different approach. With obesity numbers rising as well as related ailments, more of the same is not going to cut it. We’re approaching the problem from every angle and we’re partnering with organizations who share our vision of increasing the number of people who adopt a healthy and active lifestyle.”
From the moment you walk into the booth, you can sense a significant change has taken place. “The new booth and the new messaging are just the tip of the iceberg,” said Keith White, director of global branding for Star Trac. “Expect Different isn’t merely an advertising tagline or catalog theme. It’s driving product development. It’s affecting the way we interact with our employees, sales channel, customers, vendors, partners and consumers. And we hope, with the help of many more people, it will be the rallying cry that helps change the world.”
The Expect Different Website will re-launch with content for consumers and fitness professionals that will educate, motivate and inspire healthy and active lifestyles. “In order to bring about change, we need to reach out beyond our core audience of people who are at varying levels of fitness,”
explained White. “Our current Expect Different Web site explores the five stages in motivation to achieve a healthy and active lifestyle and provides information for a deeper understanding of the psychology and opportunities behind each motivation level. We will continue to build on this by providing club owners the tools and education to expand their membership opportunities, and consumers the knowledge and motivation to make healthy changes.”
Since it’s launch in October, Expect Different has already had an impact on the company at every level. In addition to its influence on new products being launched at IHRSA and in development, Star Trac is forming Expect Different partnerships with companies like Hansen Natural Corporation (NASDAQ: HANS), a leading marketer of all-natural alternative and functional beverages and energy drinks and Road 2 Recovery, a fundraising initiative that benefits the Veteran Administration’s mental and physical rehabilitation programs that feature cycling/fitness as the core activity. Star Trac is also in the process of implementing multiple infrastructure improvements including a customer relationship management system that will improve information flow and take customer service to the next level.
“We can’t just say we’re different, we have to start showing it,” said White. “This requires a significant commitment by the company and our employees to make it happen, to embrace change, and to think outside the box. However, it’s clear to us that something desperately needs to change. The world is in crisis mode and we’re motivated to do something. I speak for all of Star Trac when I say we are ready to deliver on Expect Different. It’s time and it’s our duty.”
About Star Trac
Star Trac (startrac.com), headquartered in Irvine, California, is the fastest-growing company in the commercial fitness industry. This success has been driven by user-focused product innovations that were inspired by the company’s mission to provide products to mold lifelong habits for health and fitness. Star Trac’s complete line of cardiovascular and strength equipment includes Impact Strength™, the Instinct™ Circuit Program™, the E Series, and the HumanSport™ line. The company is also partnered with Mad Dogg Athletics as the manufacturer for Spinner® bikes including the groundbreaking Spinner® NXT. While more than 4 million people in over 75 countries use Star Trac exercise equipment daily, the company knows it must do more. Global obesity is on the rise. It’s time to Expect Different.
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