Head is a market leader in many categories within sports and fitness, but a new entrant to the exercise equipment market.
Rather than ‘buying and badging’ existing products from a manufacturer, Head set RDD the objective of developing a compelling new range of bikes and cross trainers that establish them as leaders in the category.
Beginning with a comprehensive research and analysis program, RDD established future trends, consumer needs, price positioning and a realistic strategy to realise the new program in a cost effective and timely manner.
Our engineering innovation team developed new geometry to maximise training benefit, and even developed an all new fitness machine that will soon come to the market that will change the expectation of what stationary training can do for the end user.
Each new product is carefully designed and specified to be competitive in price, but give the training benefits and user features that consumers will really value.
As Head has no history in this category, RDD developed a new visual language for the range, that not only represents the best of the Head brand’s values, but also makes A step change in the market with these striking new machines.
RDD successfully co-ordinated all stake holders, from Brand owners through to manufacturing, ensuring a smooth and on time of the whole program, on quality and on cost.