The original. Redefined.
The original. Redefined.
Forget Peloton and Wahoo, Wattbike is the original and most innovative smart training brand on the planet. The challenge was that beyond elite athletes and the most hardcore cyclists, not enough people knew about it and why it was the best. Our brief was to change that. And with it, provide the platform for growth into new markets and engagement with the most valuable customer segments.
Born in the early 2000s, Wattbike quickly established itself as the ultimate indoor training bike for the world’s most demanding athletes across a range of sports. It’s found in the world’s top gyms and training facilities. It’s trusted by thousands of the world’s best elite athletes and sports teams – from the All Blacks to USA Cycling. The British Army even rely on Wattbike as a cornerstone of its fitness training.
However, competition has exploded in recent years – fuelled in part by the significant growth in sports such as cycling, triathlon and endurance running, and further intensified with the Covid pandemic. The landscape of home fitness and indoor training has been transformed, with specialist cycling brands like Wahoo stealing share and mainstream fitness brands like Peloton building significant presence by creating exercise and entertainment focused training communities.
While Peloton was making all the noise, Wattbike was continuing to build the most accurate and insightful training platform available. But the brand was lagging behind, focused on technical features and selling bikes – not building an emotional connection with the people who matter.
We answered the question ‘Why Wattbike?’ by tapping into the intrinsic motivations of people who want to train. Ultimately, every athlete, amateur or elite, in any sport, has a goal. For some it’s to smash a PB; for others it’s to win the world title. Either way, the only way they can truly prepare for that goal is to be sure that the training they’re doing is effective. And if they want to be sure of that, they need to be able to accurately measure their effort and understand what it means for their progress – which is where Wattbike comes in.
Whatever the sport, there’s a Wattbike playing its part in critical training. It’s the ultimate training partner, helping everyone from amateurs to Olympians to find the edge when it counts. The brand is therefore built on the idea of preparing for those goals: being ready for the moments that matter.
We brought the brand to life creatively by focusing on why people want to train rather than what’s special about the products.
So the imagery leads by capturing the moments that matter. We put the audience at the heart of the action – with the tone of voice adding a hit of attitude. We support these moments with stories of Wattbikers who rely on the brand for their critical strength and conditioning training.
We’ve also re-energised the colour palette while retaining the core red and black that’s built into the product hardware itself. We’ve introduced more distinctive and confident typography and iconography to help flex seamlessly between brand-led content and insight-focused data within Wattbike’s digital ecosystem. And we’ve developed a sharper approach to product imagery to present the bikes with greater impact.
Wattbike now has the tools to build a brand with a genuine emotional connection that differentiates it from the entertainment-fuelled style of Peloton or the cycling-focused approach of Wahoo.
The brand relaunched in summer 2023 – watch this space for details of its impact in due course.
“The Clearing has helped us rediscover our mojo and given us the perfect platform for growth. The brand now properly captures what we stand for and who we’re for – meaning we can confidently answer the question ‘Why Wattbike?’ to potential customers and partners. The work helps us leap ahead of the competition and reclaim our position as the original and most innovative smart training brand out there.”
Chief Product & Brand Officer, Wattbike