Landing a punch in boutique fitness


Not your father’s boxing gym

RowdyBox, a new fitness studio bringing high-end, high-intensity boxing workouts to downtown Seattle, asked for help launching their brand and building awareness ahead of opening day. Their fresh boxing concept was different than anything currently in the Seattle market. We would need to educate the boxing curious and inspire them with the promise of an intensely fun experience.


Grit meets luxury

The original target audience was assumed to be millennial-focused. But through our discovery and persona building process, our research team uncovered that the top three personas were actually established in their careers, confident in their lives, and between 36-49 years old. They didn’t need a couch to 5k program or pep talk to put their gear on. Instead, they were looking for an upscale place to focus, relieve stress, and spice up their motivation for success and happiness.

Armed with detailed personas and a go-to-market media framework, our creative team began by concepting and building out the website and anthem video. Then social and display ads focused on a ‘grit meets luxury’ experience, with the promise of a workout like no other.