The Challenge
Kohler saw an exciting opportunity to evolve Bold Cycle from a beloved local cycling studio into a holistic wellness brand that could serve both its community and wellness travelers. With growing demand for mind-body experiences, boutique fitness, and elevated self-care, Bold Cycle was perfectly positioned to meet consumers where they are going, not just where they’ve been.
The Solution
We partnered with Kohler Bold Cycle to create a strategic brand platform that honored Bold Cycle’s roots while unlocking its future as a destination wellness brand. The vision was to reposition Bold Cycle not simply as a fitness studio, but as a lifestyle brand, where every ride represents rejuvenation, balance, and meaningful transformation.
What We Did:
- Research & Discovery - Conducted stakeholder interviews and a Brand Vitality Index (BVI) analysis to assess brand strength, trust, and emotional connection, while also analyzing consumer trends and performing competitive audits across the boutique fitness and wellness space.
- Brand Strategy & Messaging - Defined the brand’s positioning, established its core pillars, and crafted a distinct brand personality grounded in emotional resonance and transformational energy.
- Audience & Communication Strategy Developed key audience personas and built tailored channel strategies, messaging, and content formats to engage them across digital, social, and experiential platforms.
- Creative Playbook - Created a vibrant, scalable voice and tone system paired with a comprehensive content calendar, ride themes, and promotional templates to ensure consistent engagement across platforms and teams.
- Activation Blueprint - Proposed immersive wellness experiences and integrated Bold Cycle with Kohler Hospitality touch points to elevate the brand and attract destination wellness travelers.
The Results
A clear brand position, emotional storytelling, and distinct identity equipped Bold Cycle to expand beyond cycling into a broader wellness offering confidently.
The new voice, tone, and creative tools empowered the team to engage audiences consistently across platforms, bringing the brand’s personality to life both in-studio and online.
By positioning Bold Cycle as a mind-body wellness destination rooted in Kohler luxury, the brand now has a scalable framework to attract new audiences, support hybrid programming, and lead in a competitive boutique fitness market.
Why It Worked
We focused on what Bold Cycle could become, not just what it already was. By aligning with consumer desires for connection, rejuvenation, and purpose, we created a brand that feels personal and aspirational. Our integration with Kohler’s broader ecosystem gave Bold Cycle something few fitness brands have: built-in lifestyle synergy. The strategy was not about replacing the old; it was about revealing the full potential of a brand already beloved by its community.
Key Takeaways
By embracing its core purpose and planning with intention, Bold Cycle deepened loyalty, enabled sustainable growth, and transformed from a fitness brand into a full lifestyle experience.
- Bold Cycle didn’t need to change who it was, only lean into it more boldly.
- Positioning around purpose, such as transformation, connection, and wellness, drives deeper loyalty than offering specifications.
- Clear personas, a content playbook, and channel plans set the brand up for sustainable growth.
- When embedded in a larger lifestyle system, a fitness brand can transform into an experience brand.
